Gucci, or Eternal Italy
Gucci is an Italian brand, founded in 1921 by Guccio Gucci.
Alessandro Michele is the current creative director. Since his appointment in January 2015, he has developed a romantic, androgynous and highly refined wardrobe, of inexhaustible richness where his references to the arts, Renaissance, Chinese culture, sportswear, seventies and punk rock can be found.
The Gucci story begins in Florence, as a small leather goods company and light luggage store. Guccio Gucci was inspired by the English elegance he rubbed shoulders with in London when he worked there, to which he infused the aesthetic sensibility of his native country, and the know-how of local artisans.
The brand quickly gained a reputation among a wealthy clientele on holiday in the Tuscan region. During the 1930s and 1940s, when Italy bent under the yoke of fascism and shortages, Gucci sought creative solutions and discovered the technique of rattan browning, which inspired the handle of the Bamboo bag, and whose curves evoked riding saddles.
This horse inspiration found its continuity in the 1950s, with the creation of the famous green-red-green motif, and the loafers decorated with the golden bits, which became iconic.
Guccio Gucci died in 1953 and left the company in the hands of his four sons, who continued their father's work. The brand is internationalizing and dresses the celebrities of American and Italian cinemas, as well as many prominent political figures: Jackie Kennedy, Samuel Beckett, Liz Taylor, Grace Kelly make the best days of the House...
Creation of the "double G" logo, crocodile coats, belt buckles in the shape of a snake's head... Gucci's new symbols were born in the 1970s, before the brand experienced a quieter period. The arrival of Tom Ford at the head of artistic direction in 1990 gave Gucci a second youth, instiling in it audacity, a zest of provocation and a lot of hedonism, giving the Brand its leading position in the race for chic porn.
Like Tom Ford on his arrival, Alessandro Michele puts the House today, with unexpected elegance, at the centre of the menu of the most influential luxury brands.