Gucci is an Italian fashion label founded in 1921 by Guccio Gucci, making it one of the
oldest Italian fashion brands in operation today. Like many historic fashion houses, the
brand started out as a luggage manufacturer, producing luxury travel goods for Italy’s
wealthy upper-classes, as well as equestrian equipment.
Initially the brand produced primarily leather goods, as well as premium knitwear, silk
goods, shoes and handbags. During the second world war, material constraints owing
to the war effort forced the label to use cotton to create their goods. It was during this
time that the label introduced its distinctive “Double-G” monogram, as well as the now
iconic Gucci stripe, consisting of two green stripes interrupted by a single red bar.
From the 1950s onwards, Gucci experienced incredible success as a label of choice
amongst wealthy travellers, Hollywood stars and other well-heeled shoppers, renowned
for its extravagant, opulent designs. Guccio Gucci passed away in 1953, but the
business continued under the leadership of his three sons, Aldo, Vasco and Rodolfo, In
the mid-‘60s, the brand introduced luxury accessories such as eyewear, watches and
jewelry to their product line; items which have since become a cornerstone of the label.
In 1983, Rodolfo Gucci passed away, and control was passed to his son, Maurizio, who
struggled to maintain Gucci’s successes. During this period, the brand experienced
numerous troubles owing to family disputes, tax evasion charges, assassinations and
sales to foreign investors. In 1990, American designer Tom Ford was hired as a ready-
to-wear designer, eventually being promoted to Creative Director four years later. Ford
is credited as being instrumental in helping to restore Gucci’s reputation during that
period, reducing the brand’s product offer, streamlining its identity and restoring the
opulence and extravagance that had defined the label previously.
In 2004, Tom Ford presented his last collection with Gucci, being replaced by Frida
Giannini. In 2006, Giannini took control of both men’s and women’s ready-to-wear
design, and served in this role until late 2014.
At the time of Giannini’s departure, there was a perception developing that Gucci had
become stale or irrelevant, with a lot of talk about who would replace her. The brand
surprised their audience when, in 2015, it was announced that Alessandro Michele
would take over as creative director of the brand.
Though Michele had worked for Gucci in various roles for 12 years, he was still
relatively unknown as a designer, and it was not clear in what direction he would take
the brand. However, Michele’s unique style, blending Gucci’s classic penchant for
extravagance and opulence with a theatrical, somewhat-kitschy pageantry, has proven
to be a huge success, attracting many young and aspirational customers, as well as
numerous fashion insiders. In early 2017, it was announced that Gucci had achieved
record sales under Michele’s leadership, fuelling an 11% boost in profits for the brand’s
parent-company, Kering, and the brand’s high performance continues to this day.
