Brand Introduction - GUCCI

Gucci is a globally renowned Italian fashion brand founded by Guccio Gucci in 1921. The brand's product lines include fashion, perfumes, leather goods, shoes, watches, ties, scarves, and home goods. Gucci's iconic logo consists of two interlocking "G"s, derived from the initials of its founder, Guccio Gucci.

Guccio Gucci (1881-1953) was born in Florence, Italy. As a young man, he worked at the Savoy Hotel in London, where he was exposed to the luxury luggage used by the upper class. Inspired by this, he returned to Italy and decided to enter the business of making travel bags and accessories.

In 1921, Guccio Gucci opened a leather goods and luggage store at 7 Vigna Nuova Street in Florence, officially founding his namesake brand, "Gucci." Initially, his clientele consisted mainly of local equestrians. To cater to their tastes, Gucci designed the Horsebit, a decoration inspired by equestrian equipment, for shoes, belts, and bags. This design remains one of the brand's classic elements.

During the war, the scarcity of imported materials, especially leather needed for military supplies, led Gucci to use alternative materials like linen and jute. In 1935, Gucci used hemp from Naples to make bags, addressing the leather shortage. In 1947, Gucci introduced the Bamboo Bag, which featured a bamboo handle, saving leather and adding an exotic touch. This bag remains one of Gucci's classic elements.

The Bamboo Bag gained widespread popularity after appearing in the film "Journey to Italy" carried by British actress Ingrid Bergman. It became a fashion staple, favored by celebrities like Princess Diana, Princess Grace Kelly of Monaco, and actress Elizabeth Taylor.

After Guccio Gucci's death, his sons Aldo, Vasco, Ugo, and Rodolfo inherited the company. Each son played a role in the company's rapid growth.

In the 1950s, inspired by traditional saddle girths, Gucci created the red and green striped webbing, which became one of the brand's most recognizable symbols. In the 1960s, Gucci first used the double-G logo on belts and accessories. This logo, derived from Guccio Gucci's initials, later combined with a diamond pattern to create one of Gucci's most iconic designs.

In 1960, Gucci introduced a shoulder bag with a Horsebit design. Former U.S. First Lady Jacqueline Kennedy was frequently seen carrying this bag, leading Gucci to rename it the "Jackie" bag after her nickname. The "Bamboo" and "Jackie" bags remain some of Gucci's most popular designs.

By the 1970s, Gucci had rapidly expanded its international presence with stores in Rome, Milan, New York, London, Paris, Tokyo, and Hong Kong, and introduced new product lines like watches, jewelry, ties, and eyewear. However, internal family conflicts led to the company's decline in the 1980s.

Facing a crisis, Gucci became a publicly traded company in 1982. The Middle Eastern investment company Investcorp acquired a 50% stake in Gucci in 1989 and the remaining 50% in 1993, ending family control and transforming Gucci into a modern corporation.

By the mid-1990s, Gucci began to recover. From 1994 to 2004, American designer Tom Ford served as Gucci's creative director, and Domenico de Sole as president and CEO. Their combined talents in design and business revitalized the company.

In 2004, the French group Pinault-Printemps-Redoute (now Kering) acquired Gucci, becoming its parent company. Tom Ford and Domenico de Sole left after their contracts expired. Frida Giannini served as creative director from 2006 to 2015, and Alessandro Michele has held the role since 2015.

1881: Guccio Gucci is born in Florence, Italy.

1897: Guccio begins working at the Savoy Hotel in London.

1902: Guccio returns to Italy and joins the leather goods company Ditta Franzi.

1921: Guccio establishes the Gucci brand, opening his first store in Florence.

1935: Gucci uses hemp to replace leather in bags, introduces the diamond pattern design.

1938: Opens a store in Rome.

1947: Launches the Bamboo Bag.

1951: Opens a store in Milan, introduces the red and green striped webbing design.

1953: Opens a store in New York.

1960: Introduces the shoulder bag that would become the "Jackie" bag.

1961: Jacqueline Kennedy is frequently seen with Gucci's shoulder bag.

1963: Opens a store in Paris.

1964: First uses the double-G logo on belts and accessories.

1968: Opens a store in Beverly Hills.

1972: Opens a store in Tokyo.

1974: Opens a store in Hong Kong.

1982: Gucci goes public.

1989: Investcorp acquires a 50% stake in Gucci.

1993: Investcorp acquires the remaining shares, ending family control.

1994: Tom Ford becomes creative director, Domenico de Sole becomes president and CEO.

2004: Tom Ford and Domenico de Sole leave, Kering acquires Gucci.

2006: Frida Giannini becomes creative director.

2015: Alessandro Michele becomes creative director.

2023: Sabato De Sarno becomes creative director.