Gucci
The Roots: Guccio Gucci’s Early Vision
Gucci was born in Florence, where he began working in a leather goods shop. At 40, he opened his own store in 1921. He paid close attention to what his customers wanted and set up a small workshop to produce those pieces. But success didn’t come easily. He quickly found himself deep in debt.
His three sons stepped in with bigger ideas. The business was still small, but they convinced their father to open a second store in Rome. It was a clever move. Soldiers stationed there were buying gifts for their wives during wartime. That store brought new momentum.
Soon after, they opened a store in New York. Gucci became the first Italian luxury brand to enter the American market. It gained attention fast. But just as the brand was picking up steam, Guccio passed away. He left the company to his three sons and left out his daughter. She felt wronged, especially since her husband had helped keep the business afloat with a loan during its struggling years.
Family Power Struggles Begin
By the 1970s, Gucci was still a private, family-run business. Aldo Gucci gave shares to his three sons. Rodolfo, on the other hand, held onto his 50 percent and didn’t share it with his son, Maurizio. Together, Aldo and Rodolfo continued expanding Gucci around the world.
In 1972, Maurizio married Patrizia Reggiani. She wasn’t accepted by the Gucci family, but Maurizio was in love. They got married and had children. When Rodolfo passed away, Maurizio inherited his father's shares. That inheritance gave him instant power.
But tension kept building. Maurizio and the rest of the family didn’t agree on how to run the brand. They debated whether Gucci should be more accessible or remain exclusive. Maurizio believed exclusivity was the way forward. He canceled many of the brand’s licensing deals. At first, that decision cost them money. But it ultimately helped recover Gucci’s luxury image.
Paolo, Aldo’s son, felt ignored. He wanted more creative control but wasn’t taken seriously. Out of anger, he reported his father for tax evasion. Aldo was sentenced to 366 days in prison.
Paolo tried launching his own label called Paolo Gucci. It failed. The designs didn’t resonate and lacked the elegance of the original brand. Meanwhile, lawsuits flew between family members. Maurizio was done. He wanted to get rid of the entire family’s involvement.
Maurizio Takes Over and the Brand Falls Apart
Paolo was the first to sell his shares. Slowly, Maurizio convinced the rest of the family to do the same. Eventually, he gained full control and started making big changes. He cleared out old inventory and removed many accessories from the line. He wanted to reposition Gucci as a true luxury house.
He even considered changing the iconic logo. These moves drained the brand financially. Gucci came close to bankruptcy. The investor group behind the scenes was losing patience. They bought Maurizio's shares and replaced him with a new CEO.
Ironically, many of Maurizio’s ideas later paid off. But by then, he was out. He became the last Gucci to run the company.
Murder and Scandal
In 1994, Maurizio divorced Patrizia. She was furious. She had no intention of giving up her lifestyle. In 1995, as Maurizio walked into his office building in Milan, he was shot in the head.
The hit was traced back to Patrizia. She had hired a hitman to kill him. She was sentenced to 29 years in prison but served only 18. The hitman received a life sentence.
The Tom Ford Era and Global Reinvention
In the wake of the scandal, Gucci appointed Tom Ford as creative director. He brought back the logo and injected sex appeal and glamour into the collections. His designs targeted a younger, international audience.
Between 1995 and 1996, revenue doubled. Gucci had officially made a comeback. The investor company sold its shares and walked away with a massive profit.
LVMH began quietly buying Gucci stock. The Japanese luxury market was slowing down, and shares were cheap. But Gucci’s CEO didn’t want to lose control to LVMH. Instead, he raised money to build a new luxury group of his own. That group would eventually become Kering.
In 2004, Tom Ford left the company. But the foundation he laid would shape Gucci’s identity for years.
Gucci Today: Legacy Meets Innovation
In the years that followed, Gucci experimented with different creative directors. Then in 2015, Alessandro Michele took over. His eclectic, maximalist aesthetic defined a whole new Gucci era. Under him, the brand leaned into gender fluidity, vintage inspiration, and bold storytelling. It became one of the most talked-about fashion houses globally.
In 2023, Sabato De Sarno was named creative director. With a more minimalist and sleek approach, he began re-centering the brand on essentials and refined tailoring. While the aesthetic shifted again, Gucci's global influence remained strong.
As of May 2025, Gucci's creative director is Demna Gvasalia, known professionally as Demna. He was appointed in March 2025, following the departure of Sabato De Sarno, and is set to officially assume his role in July 2025 .
From a family feud to a fashion empire, Gucci’s journey is one of drama, reinvention, and survival. One of the first truly global fashion brands, it continues to evolve while holding tight to its Italian roots.
Signature elements of Gucci
GG Monogram: The interlocking double G logo, inspired by founder Guccio Gucci’s initials, is one of the most iconic brand symbols in fashion. It’s often seen on bags, belts, and accessories.
Web Stripe (Green-Red-Green): This classic green-red-green stripe is a nod to Gucci’s equestrian roots. It first appeared on saddle girths and now shows up on everything from sneakers to bags.
Horsebit Hardware: Introduced in the 1950s, the horsebit detail was inspired by horseback riding gear. You’ll find it on Gucci loafers, handbags, and jewelry, adding a polished, timeless touch.
Flora Print: Originally designed for Princess Grace of Monaco in the 1960s, this vibrant floral motif became a Gucci signature. It’s feminine, colorful, and often used in silk scarves and dresses.
Maximalist Aesthetic: Gucci is known for bold combinations of textures, prints, and colors. Think clashing patterns, vintage vibes, and unapologetic glamour. It’s all about more is more.