In the past few years Gucci has risen in popularity in the United States, partly due to hip-hop culture promoting the brand. Gucci's popularity has been especially evident among millenials and younger generations, with about 50% of their 2017 sales coming from millenials. The addition of creative director Alessandro Michele in 2015 was a big reason for Gucci's increased sales, but it's worth noting that in 2018's first quarter U.S. sales saw a significantly larger increase than overall sales. Gucci's popularity seems to be most prevalent in the U.S., which is consistent with hip-hop culture adopting and marketing the brand.