The double G , possibly one of the most well known luxury labels recognised throughout fashion history, is Gucci.
Gucci was founded in 1921 by Guccio Gucci and started out creating travel luggage for Italians most affluent families, of which they bought in abundance. They specialise in leather goods but during the second world war, leather was more difficult to acquire and they began working with cotton, producing their famous double G monogram, still celebrated today.
After the Second World Warr II came the well-known green and red stripe, often seen on hats and bags today. Aldo Gucci, also designed and made his first handbag with pigskin, which very soon became the fashion house’s signature style. Gucci’s first bamboo-handled bag — which was the shape of a fabulous saddle! — is thought to have been created around the same time.Embed from Getty Images
Gucci passed away in 1953, but the business continued and his three sons, Aldo, Vasco and Rodolfo, became the owners of the brand. The 50’s became a great decade for expanding their stores and opening new ones. By this time they were producing knitwear, silk goods, handbags, eyewear In the mid-‘60s, the brand introduced luxury accessories such as eyewear, watches and jewelry to their product line; items which have since become a cornerstone of the label.Embed from Getty Images
In 1961, after Jacqueline Kennedy was spotted carrying a Gucci bag, the fashion house renamed it, ‘the Jackie.’ This popular style became known around the world as women purchased this sought after item.
In 1983, Rodolfo Gucci also passed away, and control was passed to his son, Maurizio, who struggled to maintain Gucci’s successes. During this period, the brand experienced numerous troubles owing to family disputes, tax evasion charges, assassinations and sales to foreign investors. In 1990, American designer Tom Ford was hired as a ready-to-wear designer, eventually being promoted to Creative Director four years later. Ford is credited as being instrumental in helping to restore Gucci’s reputation during that period, reducing the brand’s product offer, streamlining its identity and restoring the opulence and extravagance that had defined the label previously.
In 2004, Tom Ford presented his last collection with Gucci, being replaced by Frida Giannini. In 2006, Giannini took control of both men’s and women’s ready-to-wear design, and served in this role until late 2014.Embed from Getty Images
Gucci is now still the luxury house that we know and love today. In 2017, the company announced its plans to be more environmentally friendly, to stop using fur and cut down from five to two shows a year. In 2019 they also released their Gucci makeup brand which is still thriving today.