for a century, Gucci It has defined the fashion world in many ways, making the company a fashion staple. Although there has been much controversy, Gucci continues to establish itself as a representative brand of its generation, along with Louis Vuitton and Chanel. In celebration of the upcoming film starring Lady Gaga, Adam Driver, and more, scheduled for release this month, we'd like to introduce you to the history of this renowned brand.
laying the foundation
Guccio Gucci dates back to 1881 and was born in Florence, Italy. His father was a leather craftsman, but rather than follow in his father's footsteps, he decided to travel. Gucci worked as a flight attendant at The Savoy in London throughout his life, and was inspired by all the suitcases of travelers that helped launch his future career.
It was not until 1921 that Gucci returned to Florence and founded his own maison. There he continued to make luggage before expanding his business into purses and equestrian products. In the late 1920s, he created the first version of the infamous GG we all know before his sons recreated it again.
An era of continuing legacy and confusion
Gucci eventually included his sons, Aldo, Vasco, and Rodolfo, into the family business, taking the company in new directions and increasing its reputation. During this period, we saw the birth of the Diamante canvas, the reinvention of the signature GG print that is widely used today, and the launch of Gucci's first pigskin bag during World War II. Red and green web details first appeared in the 50s.
The number of Gucci stores increased under Rodolfo in the 1950s. In addition to expanding into Milan and the United States, it also opened at The Savoy Plaza Hotel in New York, replacing Guccio's past work with the hotel. The store opened just days before his death in 1953.
Things were going smoothly for the company until the 1980s, when turmoil struck the Gucci family. Along with decades of accomplishments, including the introduction of the Flora print and the first ready-to-wear fashion show, several changes were made to the company and power changed hands.
Since Guccio's grandchildren now work at the maison, there has been much discord over who will control the company. soon, Rodolfo's son, Maurizio, eventually took over and drove out the rest of the family. This led to years of turmoil, including nearly ruining the company, imprisoning his family, and ultimately leading to Maurizio's murder in 1995.
the house rises again
In the 90s, Gucci was going through a slump due to Dawn Mello's resignation and family discord. When Tom Ford took over as creative director in 1994, the company changed and its popularity began to grow again. Embracing the idea of ”Sex Sells,” Ford took a riskier and uglier direction in its design and marketing, making the brand more “sexy.” And under Ford's control, the company soared for several years until he left in 2004, and then Frida. Giannini took over.
Frida Giannini's career as creative director began while working as design director at Gucci. She changed her Ford's design and tried to focus on Gucci's legacy within her own style, bringing back tokens of her past that continued throughout her tenure there.
Celebrities and Breaking Barriers
Gucci has a long history of relationships with celebrities and draws inspiration from them for its products. Memorable figures include Elizabeth Taylor, Grace Kelly, Princess Diana, and Jackie Kennedy, as well as rapper Dapper Dan and graffiti artist Trevor Andrews. You can also see his collaboration with (Trevor Andrews). Their influence on design continues through the years.
With Alessandro Michele taking over as creative director in 2015, Gucci has indeed become an iconic and popular brand for the younger generation to this day. With a major resurgence in the pop world, from celebrities like Harry Styles and K-Pop idols to collaborations with Disney, Doraemon, The North Face and Balenciaga, Gucci has seen a significant increase in sales over the past few years. this By combining pop stars and pop culture and incorporating emerging ideals into advertising, design, and ambassadors, Gucci moved in a new direction.
With a much more open atmosphere and acceptance of unisex styles, Gucci has surged in popularity by embracing these ideals, and its wide range of clothing and handbags makes it familiar to anyone on the gender spectrum.
present past
The Italian fashion house not only embraces nonconformity, but also integrates it into its designs, never losing sight of the ideals and styles of the past. We've recently seen classic bag designs reinvented, like one of Princess Diana's favorite bags. This summer, Gucci released the Diana bag, which pays homage to some of her favorite styles and brings a new trend. Additionally, the Jackie purse reappeared as the bag used by Lady Gaga's character in the trailer ahead of the film's release in 2021.
Learn more about Gucci bags.
A quick guide to Gucci handbag styles
With Michele at the helm, we have seen many changes over the past few years. The company put more effort into sustainability, changed the structure of its fashion shows and embraced the differences between people and fashion. There are many expectations for the future of Gucci, which has a long history.
