For me Gucci is the brand of the year. Even if the year is just beginning.
They are among the few who have a clear and actionable strategy: "reinventing a wholly modern approach to fashion"
They are among the few who are truly consistent: "Redefining Modern Luxury Fashion" is their promise. And as you can see, they do exactly what they promise.
They are among the few who dare to be truly authentic: while the general trend in the category is to encourage consumers to fake maturity, courage and seriousness, Gucci, in their own particular way, tell their consumers that they're perfectly fine the way they are, that the innocence and naivety of a child is a virtue, not a weakness.
And, of course, they're cool because it is one of the (few) brands that insists that luxury is more about the attitude to life and to oneself, than about the price or scarcity.
And after all, let's be serious: if you have a "neologism" that comes from your brand name - like 𝙜𝙪𝙘𝙘𝙞𝙣𝙚𝙨𝙨 - you're really the brand of the year. Or maybe even of the decade or century.
Here's the logo: https://i.t1.fyi/gucchildish