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@gucci

Gucci is anItalian fashion brandfounded in 1921 by Guccio Gucci, making it one of the oldest Italian fashion brands in operation today. Like many historic fashion houses, the brand started out as a luggage manufacturer, producing luxury travel goods for Italy’s wealthy upper-classes, as well as equestrian equipment.

Initially the brand produced primarily leather goods, as well as premium knitwear, silk goods, shoes and handbags. During the second world war, material constraints owing to the war effort forced the label to use cotton to create their goods. It was during this time that the label introduced its distinctive “Double-G” monogram, as well as the now iconic Gucci stripe, consisting of two green stripes interrupted by a single red bar.

From the 1950s onwards, Gucci experienced incredible success as a label of choice amongst wealthy travellers, Hollywood stars and other well-heeled shoppers, renowned for its extravagant, opulent designs. Guccio Gucci passed away in 1953, but the business continued under the leadership of his three sons, Aldo, Vasco and Rodolfo, 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.

In 1983, Rodolfo Gucci 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.

At the time of Giannini’s departure, there was a perception developing that Gucci had become stale or irrelevant, with a lot of talk about who would replace her. The brand surprised their audience when, in 2015, it was announced that Alessandro Michele would take over as creative director of the brand.

Though Michele had worked for Gucci in various roles for 12 years, he was still relatively unknown as a designer, and it was not clear in what direction he would take the brand. However, Michele’s unique style, blending Gucci’s classic penchant for extravagance and opulence with a theatrical, somewhat-kitschy pageantry, has proven to be a huge success, attracting many young and aspirational customers, as well as numerous fashion insiders. In early 2017, it was announced that Gucci had achieved record sales under Michele’s leadership, fuelling an 11% boost in profits for the brand’s parent-company, Kering, and the brand’s high performance continues to this day.

Gucci has developed over the years as a symbol of abundance representing not only the luxury fashion house, but also as a form of slang. Its most common vernacular usage is to describe something that is “doing wel’”, and it can be seen in tracks by various established singers and rappers such as Cardi B and Kanye West, in addition to viral artists such as Lil Pump.

Additionally, Gucci’s history with boldness and opulence has similarly meant that it has lent itself over as a consistent source of inspiration for many rappers and hip-hop artists – leading to the development of this slang.

Gucci was founded by Italian businessman Guccio Gucci in Florence, Italy, in 1921. Gucci began his career as a hotel worker in London and Paris, where he became fascinated by the luxurious luggage carried by wealthy guests. Upon returning to Florence, he started his own business selling leather goods, including handbags and luggage, which quickly gained popularity among local aristocrats and celebrities.

In the 1930s, Gucci expanded his product line to include clothing, shoes, and other accessories, and opened stores in Rome and Milan. During World War II, the company faced supply shortages and other difficulties, but was able to bounce back in the post-war years by focusing on high-quality, distinctive designs that appealed to an international clientele.

Throughout the 1950s and 1960s, Gucci continued to grow and expand its product lines, introducing new styles such as the iconic “Flora” scarf, which was designed for Princess Grace of Monaco. The brand’s popularity continued to grow in the following decades, as it became associated with luxury, glamour, and high fashion.

Today, Gucci is part of the Kering Group, a French luxury goods holding company, and is one of the most recognized and respected fashion brands in the world, known for its innovative designs, distinctive branding, and commitment to quality and craftsmanship.

The Gucci style is known for its bold and eclectic mix of materials, patterns, and colors, often incorporating unexpected combinations of textures and prints.

It is characterized by a playful and irreverent approach to fashion, with an emphasis on creativity, individuality, and self-expression.

Gucci designs often feature opulent embellishments such as sequins, beads, and embroidery, and the brand is also known for its distinctive use of the double-G logo, which has become a symbol of luxury and status.

Under the creative direction of Alessandro Michele, Gucci has embraced an even more maximalist approach to fashion, with designs that blend vintage and contemporary influences in new and unexpected ways.

Tom Ford:Creative director from 1994 to 2004, credited with revitalizing the brand and turning it into a modern icon of luxury and glamour.

Frida Giannini:Creative director from 2006 to 2015, known for her feminine and sensual designs, as well as her focus on expanding the brand’s accessories lines.

Alessandro Michele:Creative director 2015 to 2022, credited with bringing a fresh and eclectic new perspective to the brand, with designs that blend vintage and contemporary influences in unexpected ways. Michele’s designs have been praised for their maximalist aesthetic, bold use of color and pattern, and celebration of individuality and self-expression.

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