History of the Gucci brand

Their logo is one of the most recognizable symbols around the world these days. On the other hand, the Gucci brand history, is synonymous with opulence, elegance and timeless beauty. There is no doubt to what the company owes the multitude of clients and customers from almost every corner of the world.

The Italian fashion house’s product range offers top-quality collections of clothing and accessories, sewn by hand in Italy. The sophistication, subtlety and unique aesthetics of the products have been building the company’s good name for more than a century.

So despite the numerous scandals involving the Gucci name and the crises within the family that nearly drove the company into bankruptcy, today its position seems inviolable. Gucci is not only a creative force in the fashion industry, but also responds to current events of international importance. However, what did the brand’s path to the top actually look like?

History of the Gucci brand – who is behind the empire of the Italian fashion house?

The origins of the brand are a person Guccia Gucci. The son of a Florentine merchant, he spent his teenage years moonlighting in his uncle’s straw hat factory. Soon forced by the business crisis, he decided to seek his fortune in London. There he experienced luxury for the first time at the exclusive Savoy Hotel, where he applied for a job as a porter.

At first dismissed with a flourish, after some time and many language lessons he managed to get a job as a dishwasher. However, after just six months he was promoted to hotel bboy. Guccio was handsome, well-dressed and extremely charming, which quickly won over the passing rich. Although the hotel job itself was rather one of modesty, it became a source of inspiration for the future designer.

It all started with hats and bags

Watching men in chic suits and women even dripping in luxury for hours, Gucci felt entranced. However, he was most impressed by the various bags, hat boxes and trunks with initials. It was then that he floated plans to start his own leather accessories store.

After four years of working in England, Gucci returned to his homeland. There he fell in love with Aida Calvelia and the couple soon married. Just before he started working on realizing his goal, the war began and he was drafted into the army. And the history of the Gucci brand, may have turned out differently, had it not been for a certain other manufactory….

Franzi episode

After its completion He was employed by the Milan-based company Franzi, engaged in the production of luxury leather goods. And it was there that he gained the necessary knowledge of how to manage the business himself. At that point, he was truly ready to be able to put his plan into action.

And so in 1921, at number seven on Via della Vigna Nuova in Florence, the first store under the Gucci name was opened. Along with this came the first, but not the last, logo of the brand – a silhouette of a boy in a livery and cap with a suitcase in one hand and a carry-on bag in the other., “House of Gucci” becomes a small, virtually one-man company.

Gucci brand’s multi-generational fashion business

Guccio had five children: a daughter, Grimalda, and four sons-Etz (died in childhood), Alda, Vasca and Rodolfo. He also adopted his wife’s illegitimate son Uga, although they reportedly never had a close relationship. His firm favorite was his eldest son- Aldo, in whom he saw the future heir to the company.

In 1938, it was Aldo who persuaded his father to set up a second boutique in Rome. Gucci becomes a family business and, having its headquarters now and also in the capital, it gradually gains popularity. 14 years later, just before his death, Guccio witnesses the establishment of the first store outside Italy. Boutique in New York contributes significantly to profit growth.

Famous actors and Gucci

Two years later, Gucci releases a product that makes the company a status symbol. A handbag made of pigskin and a polished bamboo handle is created. This very model is made famous at the time by the famous Swedish actress Ingrid Bergman in the film, “Journey to Italy”. In addition, at a similar time the numbering of all products is introduced, and the logo of the time changes – the poor boy with luggage is replaced by a majestic knight in armor. All this contributes to the growing interest in Gucci.

In no time at all, GG insignia becomes a favorite of celebrities and even royal families ( Elizabeth II liked to visit the Gucci boutique in Florence). Over the next 30 years, Aldo’s business thrives, with boutiques springing up in Los Angeles, Tokyo, and Hong Kong. He is even appointed the first Italian ambassador for fashion by then-President Kennedy.

Women played a big role in the story

Interestingly, there has always been room for women in Aldo’s life in addition to for the company. Despite his marriage to opera singer Olwen Price, years later Aldo’s affair with an expeditor at one of Gucci’s establishments – the beautiful Bruna Palombo – came to light. As divorce was legal in Italy only since 1974, fearing scandal, the couple hid the existence of their daughter Patricia from the press for 10 years.

Despite the scandals in the designer’s personal life, the 1960s is the peak period for the company. This is also when the store in via Condotti is visited by the biggest stars of the cinema – Grace Kelly or Rita Hayworth. And this is why the history of the Gucci brand is so colorful and very interesting!

Synonymous with luxury and international fame Gucci

The products offered by Gucci are becoming incredibly famous around the world. The logo changes form for the last time-it is simplified to two letters G, overlapping each other. In addition, in addition to the accessories themselves, the famous Gucci moccasins began to be produced, and shortly afterwards also jewelry. At that time, Aldo’s business management is assisted by his three sons Paulo, Roberto and Giorgio.

The first problems within Gucci appear in the 1970s, with the aforementioned Alda sons gradually beginning to strive for independence within the company. The first conflicts arise due to the attempts of each brother to push his own ideas. The most eager for change is Paulo. He proposes Gucci’s enlargement with the Gucci Plus brand, when this idea does not materialize, he makes a demand to create Paulo Gucci as a competitive company in the market. This is met with open disapproval from other family members.

Family problems

In 1983, Aldo’s brother Rudolfo Gucci dies in Milan. After his death, his son Maurizio takes over most of the company, becoming one of the main managers. With time, the situation spirals out of control, and a legal battle begins between Maurizio and Aldo for full oversight of the Gucci empire, which lasts six years. Money becomes the catalyst for the conflict. The dispute takes on a life of its own.

Maurizio’s huge stock is frozen and Aldo Gucci, accused of tax embezzlement, is jailed in Florida in 1986, where he spends a year. Maurizio, who barely escaped the law, flees to Switzerland 3 years later. In 1989, having rid himself of competition from Aldo, he is appointed chairman of Gucci.

Fashion vs. finance

The original story of the Gucci brand is not so colorful, as Maurizio’s management brings the company sheer losses. He is accused of financial mismanagement and spending huge sums of money on headquarters in Florence and Milan.

The company’s well-being begins to be questioned and the future of the empire is no longer certain. It is noted that from 1991 to 1993 the finances, for the first time as the history of the Gucci brand shows, were in the red. The situation had already become a stalemate when, in 1987, the Arab company Investcorp bought out Paolo’s shares, followed by Alda, who was ousted from running the company as a result of his nephews’ actions. As early as 1993, so Investcorp becomes the sole owner of the Gucci company.

As the history of the Gucci brand shows, less than two years later Maurizio dies from a gunshot, being at the time the last heir of the Gucci dynasty working for the company. The principal of the murder turns out to be his ex-wife Patrizia Reggiani, known as the black widow of the Gucci house. The motive for the crime is allegedly rage over the loss of her fortune after her divorce and jealousy over Maurizia’s new relationship. Interestingly, the story of this murder can be seen on screens, in the latest biographical film by Ridley Scott-,, House of Gucci “.

A new quality – a new chapter

Domenico de Sole becomes CEO of the Gucci Group after Maurizio’s death. However, he is not a new figure in the company. Back in the 1980s, he worked at a law firm, where he established a relationship with Gucci and helped with corporate restructuring. He then became CEO of Gucci America from 1984. The years from 1994 to 2004 saw the company flourish again.

During his tenure, De Sole led the brand out of bankruptcy and rebuilt its international prominence. Gucci is once again becoming a luxury conglomerate, which included Yves St. Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Stella McCartney, and Sergio Rossi.

Since then, everything prestigious has been associated with the history of the Gucci brand

An air of freshness is brought to Gucci by Frida Giannini, who was hired in 2004. The outstanding fashion designer brings Gucci shows to a new level. At the same time, holding the position of creative director since January 2015, Alessandro Michele redefines luxury with the Gucci label. The Italian promotes a surreal aesthetic, surprising the audience at each new collection presentation.

It is from here that today’s Gucci is combined with an incredibly apt balance between beauty and controversy. Currently Guccio Gucci S.p.A. is a subsidiary of the French holding company Kering, which brings together manufacturers of branded products. All indications are that after years of family feuds, Gucci has finally flowed into calmer waters.