Seeing as Gucci is one of the most popular brands among our customers we thought it was only right that our next blog post was dedicated to it. Gucci is one of the oldest Italian fashion brands in operation today.
Founded in 1921 by Guccio Gucci, 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. Before starting his label, it is reported that Guccio worked as a porter in the Savoy Hotel in London. Taking inspiration from the luxurious style of the hotel guests, he returned home to work for a luggage company, Franzi, and took up leather craftmanship before launching his own business.
At first, Gucci primarily sold leather goods and focused on travel items, but eventually branched out into equestrian equipment as word of the brand reached the ears — and wallets — of British aristocrats.
After some time, Gucci's sons, Aldo, Vasco, and Rodolfo, began working for the company, and its reputation continued to grow. However, in 1935, they hit an obstacle. There was a League of Nations embargo against Italy. and with leather in short supply, the brand was forced to use different materials. A specially woven canapa, or hemp, was created, and Gucci's now-famous interlocking diamond symbol was printed on top.
Once leather production began picking up following the end of World War II, Aldo Gucci created the brand’s first pigskin bag. The material became the fashion house's signature and by 1951, Gucci had embraced its famous green-red-green stripe detail that we now all recognise.
The '50s were also a great time for the expansion of Gucci's stores. While there were already locations in Florence and Rome, Rodolfo Gucci opened another one in Milan in 1951 before expanding to the U.S. two years later. Shortly before Guccio Gucci's death in 1953, a Gucci store opened at The Savoy Plaza Hotel in New York City as a tribute to his time as a porter. The founder passed away just 15 days later at the age of 71.
Despite Gucci's death, the brand continued to see success in the following years thanks to his sons. Celebrities like Elizabeth Taylor were photographed carrying bamboo-handled bags, and the Horsebit Loafer, with its iconic double ring and bar, was released in 1953.
In 1961, after Jacqueline Kennedy was spotted carrying a Gucci bag, the fashion house renamed it 'The Jackie.' Around the same time, it created a logo (initially used to fasten bags) that is still used today, the famous double-G.
In the 1970’s more stores opened in Tokyo, Hong Kong, and another location in New York City, which sold clothing and in 1975 Gucci entered the beauty space with their introductory fragrance, Gucci No. 1.
Over the next few decades, Gucci underwent many major changes, as well as some drama. Guccio's grandchildren were working at the company by the early '80s, and the family was arguing about who would be in control. Eventually, Rodolfo's son, Maurizio, took over, pushing his cousins and uncle Aldo out of the company.
In 1989, a holdings company, Investcorp, acquired nearly half of Gucci but, the real change occurred in 1990, when the young designer named Tom Ford entered the picture. He became the fashion house's Creative Director in 1994. During that time, Maurizio Gucci sold the rest of his shares to Investcorp. He was murdered a few years later in 1995.
Even today, Ford is considered to be the designer who truly rebranded Gucci, incorporating Immaculate designs and campaign imagery. His Fall 1995 collection and sleek, minimalist '90s designs were a massive success, and celebrities like Gwyneth Paltrow, Jennifer Lopez, and Madonna were all photographed wearing his pieces on the red carpet.
In the late '90s, LVMH slowly started purchasing shares of the company. However, before the company took over completely, investor François Pinault, became the major stakeholder. PPR would later be renamed Kering in 2013, and Gucci remains a part of the conglomerate today.
In 2004, Tom Ford and CEO Domenico De Sole left the company over contract disputes. The years following Tom Ford’s departure showed significant change for the company. In 2006, Gianni was named creative director and her relaunch of the ‘Flora’ pattern, instead of focusing on the double-G logo, was hugely successful.
In 2017, the company announced its plans to go entirely fur free and has promised to reduce its environmental impacts, including greenhouse gas emissions, by 2025. In 2019, Gucci relaunched its makeup line, Gucci Beauty, and introduced it’s first unisex fragrance. Most recently, Michele announced in May 2020 that Gucci is embracing seasonless fashion and leaving the structure of Fashion Week behind. It will also be cutting down on its shows, going from five to just two per year.
Gucci’s story is very unique and like no other, just like some of the amazing, rare pieces they still make today. We will always try and provide you with the best of preowned Gucci, sourcing the very best quality and styles. If you have any rare Gucci items you are looking to sell please leave a comment and we will get in touch with you. If you are a fan of Gucci like us, take a look at our newest Gucci piece – ‘Gucci Clutch Bag’. Let us know what you think of it down below!