How was the ”Gucci” born?

When we think of Italian fashion, Gucci is the first name that comes to mind.

Luxury is what defines the famous fashion house full of traditions and decades old. It has been keeping up with people's fashion desires since the beginning of the last century, and has never disappointed its select buyers.

Fashion has always played an important role in people's lives, especially in determining social status. It has existed for much longer than we think, and it also has its origins in the Italian peninsula, in the Roman Empire. But in any period of history we find ourselves, one thing is certain: only the nobility could afford luxury clothing. From the twentieth century, clothes already expressed not only the social status, but also the personality of the wearer. The period in which Gucci first appeared is in the years between the two Wars, which marked history, and was extremely important in the fashion world.

The history of the Gucci brand begins in 1897, when Guccio Gucci crossed the threshold of the Savoy Hotel, in London, at only sixteen years old, in search of luck. As his family faces financial difficulties, he works here as a valet for four years. With the death of Queen Victoria, the young man decides to return home to Florence, because the Anglo-Bur war now creates even more insecurity and political turmoil.

Meanwhile, Guccio marries and has a daughter, Grimalda, and four boys, including Aldo. At the age of 34, in 1915, the man was incorporated into the military service due to the First World War. Managing to survive those difficult times, he hired at Franzi (a company founded in Milan in 1864, which produced leather goods) where he began as an apprentice, learning how to select and treat leather to create high quality products. Although he ends up running the Franzi tannery, his wife convinces him to resign and start his own business in the Oltrarno district, south of the Arno River, where he buys a small, well-located shop.

The first Gucci monogram is an image of a young valet, in uniform and with a cap on his head, carrying a suitcase in one hand and a Gladstone bag in the other. It symbolized the previous years of the founder's life, which had led him to the beginning of a career, which was to have an impact not only on him and his family, but also on the entire Italian world.

Officially, the first store (the one in Via della Vigna Nuova no. 7) was opened in 1921, with the name of “G. Gucci & Co. ” written in silver font on a black marble slab, placed above an Art Deco door. Guccio emphasizes the quality of the products, even saying that he used to jump on suitcases to prove how durable they are.

Excited, Aldo and his younger brother, Vasco, start delivering products by bike, after school and on weekends, while their sister and mother operate the house register. Although the family business seems to be successful, she had been on the shifting sands from the beginning, being very close to bankruptcy, but she is saved by a generous loan from Grimalda's fiancé. With his help, not only does the business continue, but Guccio also manages to buy a second store, close to Via del Parione.

Aldo is sent as the first official Gucci representative, and he meets Olwen Price in Florence. Being a chambermaid of Princess Elizabeta of Romania and needing to pick up products from multiple stopping points, the girl also gets to the small “G. Gucci & Co.” store from Via della Vigna Nuova, where she first meets Aldo.

In the spring of 1927, the princess makes an unexpected appearance in the store to inform Guccio about Olwen’s affair with his son, her being pregnant. Having a lot of respect for the family, the boy decides to marry the eighteen-year-old woman, and they will have two more children together.

When Benito Mussolini orders the invasion of Abyssinia, because of a dispute about Somalia’s border, League of Nations imposes a series of sanctions, which have as a result Italy’s trade embargo. Being in danger of losing access to suppliers in Germany, the family manages to get calfskin from a tannery in Santa Croce. Because this material is more expensive, they quickly find suppliers of jute, ropes, linen and hemp of Naples, so they can use them in supplementing the leathers.

Soon, Aldo manages to convince his father to open a store in Roma, but only one year after, World War Two starts. In spite of the fact that all his brothers are taken into the army, he is not, and he manages to keep the business afloat. He starts preparing his sons for the place they were going to occupy in the Gucci dynasty, sending them to deliveries, just as he had begun.

During the years after the war, Aldo and Guccio rewrite the family’s history, from Florentine saddlers to medieval nobles. The story complements a new, equestrian-themed product line that includes green and red bands inspired by the riding straps.

Because leather is still an article under commercial control, the company tries other materials too. Thus, the brand manages to create maybe one of their most known objects: the bag with bamboo handles. All celebrities from the 50’-60’ were wearing it, and after decades, this is still fashionable.

A store in Milano is opened, which attracts many movie-celebrities, Rodolfo, the big brother who was running it, being a former actor. Also, a store in New York is rented, without their dad’s knowledge, who, when he finds out, he asks them to cancel the contract. They don’t do that, and on the 2nd of January 1953, Guccio dies of a heart attack.

In November, the first store on american land is inaugurated. For marking the moment, the company launches a new product-line, which includes the famous Gucci loafers. These are not missing from the classical representation of many people, and they are so appreciated that, since 1985 they are the only shoes which are part of the permanent collection of the Metropolitan Museum of Art from New York.

Stores continue to be established in many corners of the globe and, even though Gucci isn’t only a family business anymore, their traditions remain unchanged, and quality and the buyers’ satisfaction are always placed in the first place.

Don't forget to follow us on instagram at @the.magateen! :)

editorial: Crina Stanciu

Maria-Daria Dana

graphic design: Antonia Vlad

translation: Crina Stanciu

Maria-Daria Dana

DP (desktop publishing): Antonia Vlad