Ford saved Gucci from near bankruptcy and transformed it into a fashion powerhouse. His decade as the creative director was hailed as a "golden era" for Gucci. He turned the brand around, replacing the "grunge look" with "sexy, yet sophisticated, clothes". He is known for his bold designs. The "New York Magazine" wrote "Every season, Ford created an 'It' piece, a must-have, a season-defining trend, photographed to death, knocked off ad nauseam." Ford says it is important for designers to be contemporary and current with the changing standard of beauty.