Fashion Fueled by Family: The Legend of Gucci

How it All Began

When you consider the magnitude of the esteemed Gucci brand today, it’s hard to believe it started out as a small leather-making shop in Florence, Italy. The shop was opened by Guccio Gucci, son of a leather craftsman, in 1906. Guccio exhibited the same talents his father possessed, making functional pieces that reflected his exposure to European designs.

Initially, Guccio crafted leather bags to be used by traveling horsemen. Later, after travelers began using horseless carriages, he transitioned to upscale leather luggage. The first Gucci retail shop was opened in 1938, located on the scenic Via Condotti in Rome. Guccio himself designed much of the inventory sold at the first shop.

Evolution of a Fashion Icon

In 1947, Gucci unveiled its leather handbag with bamboo handle, the internationally recognizable piece that enjoys continued popularity today. This was followed by the now famous red striped webbing that also signifies the brand. During the 1950s, Guccio went on to design several of the famous handbags and accessories that brought the fashion house to the heights of popularity and prestige. Fine Gucci purses, luggage pieces, ties, jewelry, scarves, and other accessories comprised the company’s offerings.

After the death of Guccio Gucci in 1953, his family opened stores in several key locations throughout the world, including Beverly Hills, Paris, Tokyo, London, and Palm Beach. During the 1960s, the brand enjoyed an increase in popularity and prestige when several notable celebrities and public figures -- Grace Kelly, Audrey Hepburn, Peter Sellers, and Jackie Kennedy, to name a few -- lent their personas to promoting the Gucci brand. Grace Kelly even sported a custom “Flora” foulard designed especially for her by Rodolfo Gucci. It was during this time that the now universally recognizable “GG” logo was developed in honor of the late founder Guccio Gucci.

A Company in Crisis

While the Gucci brand may have been thriving, behind closed doors the company was suffering due to family infighting and poor management. Meetings often led to shouting matches and rash business decisions. Bankruptcy was a real concern by the late 1970s. In 1993, brother Mauricio Gucci sold the ailing business to a holding company.

A Fresh Start

With the designation of Tom Ford as chief designer in the 1990s, the Gucci brand was reinvented, enjoying a return to its initial lofty status and chic appeal. With the launch of Ford’s new line in 1995 and endorsements from several top celebrities, including Gwyneth Paltrow and Madonna, the fashion house again became one of the most exclusive in the world. A publicly traded company, modern-day Gucci offers a vast array of high-end Gucci purses, travel bags, wallets, sunglasses, colognes, accessories, and footwear.

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