Gucci has fuelled rumours Alessandro Michele has been appointed its new creative director.

The fashion designer - who is head of accessories at the luxury Italian label - is believed to have taken over the role from Frida Giannini, who recently departed from the brand a month earlier than expected.

The rumours were sparked after it was revealed the label's first collection following Frida's exit had undergone a complete overhaul prior to its debut at Milan Fashion Week this morning (19.01.15).

It is thought the entire production, from the garments themselves, to the set and the models have all been changed under Michele's instruction.

A source told WWD: ''It's as far from the former Gucci as possible. Very young, and a clean break with the past.''

Michele has been tipped to take over the reins since Frida first announced she was leaving the company along with her partner CEO Patrizio di Marco, last year.

A source previously said: ''[Michele] knows all the inside mechanisms. With a brand such as Gucci, creativity is tied to industrial development. It's a very scientific machine, where marketing has its say.

''It's creative only up to a certain point. Calling in a designer from outside can bring an added touch of allure, but a designer from the inside may work better in the long run.''