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{{Short description|Italian luxury fashion house}}
{{about|the line of clothing|the rapper|Gucci Mane|the Kreayshawn song|Gucci Gucci}}
{{Other uses}}
{{protection padlock|small=yes}}
{{Use dmy dates|date=February 2020}}
{{Infobox company {{Infobox company
| name = Gucci | name = Guccio Gucci S.p.A.
| logo = ]<br/>] | logo = ]
| logo_alt = Gucci logo
| image =
| image = Gucci NYC Flagship (48064046878).jpg
| image_caption =
| image_caption = Gucci ] Flagship store
| type = ]
| trade_name = Gucci
| industry = ]
| type = ] (])
| founder = ]
| founded = {{Start date and age|1921}} in ], ], ]
| area_served =
| founder = ]
| key_people = Marco Bizzarri <br> <small>(])</small> <br> ] <br> <small>(])</small>
| products = | area_served =
| key_people = ]: Stefano Cantino<ref>{{cite web |last1=Forden |first1=Sara |title=Can Gucci Find Its Cool Again? The luxury brand’s incoming CEO will have to reverse a sales slump, but Gucci’s history shows the company is no stranger to dramatic turnarounds. |url=https://www.bloomberg.com/news/features/2025-01-03/gucci-s-new-ceo-will-have-to-recapture-its-cool |publisher=Bloomberg |date=January 3, 2025}}</ref><ref> Vogue Business </ref> <br />
| services =

| revenue ={{increase}} ] 4.3 billion (2016)<ref name="Louis Vuitton Annual Report 2016"></ref>
]: ]
| operating_income =
| industry = ]
| net_income =
| assets = | products =
| equity = | services =
| revenue = {{Currency|9.9|EUR}} billion (2023)
| owner =
| num_employees = | operating_income =
| net_income =
| parent = ]
| divisions = | assets =
| equity =
| homepage = {{URL|www.gucci.com}}
| footnotes = | owner =
| num_employees = 20,711 (2022)
| intl = yes
| parent = ]
| foundation = {{start date and age|1921}}
| divisions =
| location_city = ]
| website = {{official URL}}
| location_country = Italy
| footnotes =
| locations = 550+ (2014)
| location_city = {{nowrap|Via Tornabuoni 73/R}}<br />{{nowrap|50123 ]}}<br />Italy<br /><small>{{nowrap|{{coord|43|46|17|N|11|15|04|E|display=inline,title}}}}</small>
| location_country =
| locations = 528 (2022)
}} }}


'''Gucci''' ({{IPAc-en|g|uː|tʃ|i|}}; {{IPA-it|ˈɡuttʃi}}) is an ] ] brand of ] and ] goods, part of the Gucci Group, which is owned by the French ] ].<ref>{{cite web|last=Kering|first=Group|title=A new name for a new identity|url=http://www.kering.com/en/group|publisher=Kering|accessdate=1 July 2013}}</ref><ref>{{cite web|last=Vikram Alexei|first=Kansara|title=Why Did PPR Change Its Name to Kering?|url=http://www.businessoffashion.com/2013/04/why-did-ppr-change-its-name-to-kering.html|publisher=The Business of Fashion|accessdate=1 July 2013}}</ref><ref name="press">{{cite web|url=http://www.guccigroup.com/documents/2010/Press%20Release%20_Announcement%20AMcQ%20and%20Gucci%20Group%2027%2005%2010%20ENG%20FINAL.pdf |title=Alexander McQueen and Gucci Group appoint Sarah Burton as Creative Director |publisher=Gucci Group |accessdate=20 March 2011 |deadurl=yes |archiveurl=https://web.archive.org/web/20110205093156/http://www.guccigroup.com/documents/2010/Press%20Release%20_Announcement%20AMcQ%20and%20Gucci%20Group%2027%2005%2010%20ENG%20FINAL.pdf |archivedate=5 February 2011 }}</ref> Gucci was founded by ] in ] in 1921.<ref>{{cite web|url=http://www.gucci.com/us/worldofgucci/articles/history-1920 |title=Gucci 1920s |publisher=www.gucci.com/us |accessdate=19 March 2012 }}</ref> '''Guccio Gucci S.p.A.''',<ref>{{Cite web |title=Guccio Gucci S.p.A. |url=https://italianbusinessregister.it/en_US/search-results?p_p_id=risultatiricercaimprese_WAR_ricercaPIportlet&p_p_lifecycle=0&p_p_state=normal&_risultatiricercaimprese_WAR_ricercaPIportlet_pageToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJleHAiOjE2OTI4MjQ5NzEsImNvdW50IjoyNTB9.i6Gadsjq3MBe4zYla-aixW4emG3Yi-uMTHNA7B6_ftI |access-date=2023-08-22 |website=Italian Business Register |language=en-US}}</ref><ref>{{Cite web |title=Corporate Information {{!}} Gucci Official Site United States |url=https://www.gucci.com/uk/en_gb/st/corporate-information |access-date=2023-08-22 |website=Gucci}}</ref> ] '''Gucci''' ({{IPAc-en|g|uː|tʃ|i|audio=En-us-Gucci.ogg}} {{Respell|GOO|chee}}, {{IPA|it|ˈɡuttʃi|lang}}), is an Italian ] ] house based in ], Italy.<ref>{{cite web |work=Kering Group |title=A new name for a new identity |url=http://www.kering.com/en/group |access-date=1 July 2013 |archive-url=https://web.archive.org/web/20130424035247/http://www.kering.com/en/group |archive-date=24 April 2013 |url-status=live}}</ref><ref>{{cite web |last=Vikram Alexei |first=Kansara |title=Why Did PPR Change Its Name to Kering? |url=http://www.businessoffashion.com/2013/04/why-did-ppr-change-its-name-to-kering.html |publisher=The Business of Fashion |access-date=1 July 2013 |date=2013-04-03 |archive-url=https://web.archive.org/web/20130719223600/http://www.businessoffashion.com/2013/04/why-did-ppr-change-its-name-to-kering.html |archive-date=19 July 2013 |url-status=live}}</ref><ref name="press">{{cite web |url=http://www.guccigroup.com/documents/2010/Press%20Release%20_Announcement%20AMcQ%20and%20Gucci%20Group%2027%2005%2010%20ENG%20FINAL.pdf |title=Alexander McQueen and Gucci Group appoint Sarah Burton as Creative Director |publisher=Gucci Group |access-date=20 March 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110205093156/http://www.guccigroup.com/documents/2010/Press%20Release%20_Announcement%20AMcQ%20and%20Gucci%20Group%2027%2005%2010%20ENG%20FINAL.pdf |archive-date=5 February 2011}}</ref> Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to ] for fragrance and cosmetics under the name Gucci Beauty.<ref>{{Cite web |last=Morosini |first=Daniela |date=2022-05-06 |title=Turning around Coty: Why existing brands, not M&A, is the ambition |url=https://www.voguebusiness.com/beauty/turning-around-coty-why-existing-brands-not-manda-is-the-ambition |access-date=2022-09-03 |website=Vogue Business |language=en-US |archive-date=7 January 2023 |archive-url=https://web.archive.org/web/20230107000827/https://www.voguebusiness.com/beauty/turning-around-coty-why-existing-brands-not-manda-is-the-ambition |url-status=live }}</ref>

Gucci generated about €4.2&nbsp;billion in ] worldwide in 2008 according to '']'' and climbed to 41st position in the magazine's annual 2009 "Top Global 100 Brands" chart created by ];<ref name="BW_Top_Brands">{{cite web |url=http://images.businessweek.com/ss/08/09/0918_best_brands/46.htm |title=The 100 Top Brands: Gucci |work=Business Week |year=2008 |accessdate=19 March 2012 }}</ref> it retained that rank in Interbrand's 2014 index.<ref>bestglobalbrands.com </ref> Gucci is also the biggest-selling Italian brand.<ref name="BW_Top_Brands"/>
Gucci was founded in 1921 by ] (1881–1953) in ], ]. Under the direction of ] (son of Guccio), Gucci became a worldwide-known brand, an icon of the Italian '']'' period. Following family feuds during the 1980s, the Gucci family was entirely ousted from the capital of the company by 1993. After this crisis, the brand was revived and in 1999 Gucci became a subsidiary of the French conglomerate PPR, which later renamed itself to ].


In 2023, Gucci operated 538 stores with 20,711 employees, and generated €9.9 billion in sales.<ref name=":4">{{Cite web |date=2024-02-08 |title=Gucci owner Kering profits slump in 'trying year' |url=https://www.france24.com/en/live-news/20240208-gucci-owner-kering-profits-slump-in-trying-year |access-date=2024-03-30 |website=France 24 |language=en}}</ref> Stefano Cantino has been CEO of Gucci since October 2024,<ref name=":6">{{Cite web |last=Guilbault |first=Laure |date=2024-10-08 |title=Gucci names Stefano Cantino as CEO |url=https://www.voguebusiness.com/story/companies/gucci-taps-stefano-cantino-as-ceo |access-date=2024-10-22 |website=Vogue Business |language=en-US}}</ref> and ] creative director since January 2023.<ref>{{Cite news |last1=Aloisi |first1=Silvia |last2=Spencer |first2=Mimosa |date=2023-01-28 |title=Gucci names De Sarno as creative director with task of reviving brand |language=en |work=Reuters |url=https://www.reuters.com/lifestyle/kering-appoints-de-sarno-gucci-creative-director-2023-01-28/ |access-date=2023-04-02}}</ref><ref name=":2">{{Cite web |title=Gucci dévoile sa première collection masculine signée Sabato De Sarno |url=https://fashionunited.fr/actualite/mode/gucci-devoile-sa-premiere-collection-masculine-signee-sabato-de-sarno/2024011233967 |access-date=29 February 2024 |website=Fashion United}}</ref>
Gucci operates about 278 ]s worldwide as of September 2009, and it ]s its products through franchisees and upscale ]s.<ref> from Answers.com</ref> In the year 2013, the brand was valued at US$12.1 billion, with sales of US$4.7 billion. In the '']'' World's Most Valuable Brands list, Gucci is ranked the 38th most valuable brand, with a brand value of $12.4 billion as of May 2015.<ref>forbes.com Accessed 9/3/2015</ref> As of January 2015, the ] is ].<ref>Bridget Foley ] January 21, 2015</ref>


==History== ==History==
=== 1921 birth in Florence ===
]]]
{{See also|Guccio Gucci}}
]
The Gucci family claims its origins are rooted in the merchant city of ] since around 1410. Guccio Giovanbattista Giacinto Dario Maria Gucci (1881–1953) left Florence for ], and settled in ] in 1897 to work at the high-end ]. While working as a bellhop there, he would load/unload the luggage of the hotel's wealthy clients, learning about their tastes in fashion, quality, fabrics, and traveling conditions. He later worked four years for the ], the European rail company that specialized in upscale travel leisure, thus further enhancing his experience with luxurious traveling lifestyles. After ], he worked for the maker of fine luggage ].<ref name="Gucci 2016 p">{{harv|Gucci|2016|p=}}</ref><ref name="Forden 2001 p">{{harv|Forden|2001|p=}}</ref>


In 1921, Guccio Gucci bought his own shop on Via della Vigna Nuova in Florence, ''Azienda Individuale Guccio Gucci'',<ref>{{cite web |date=2018-01-24 |title=GUCCI |url=https://moda.mam-e.it/dizionario-della-moda/gucci/ |access-date=2020-09-22 |work=Enciclopedia della moda Mame |language=it-IT |archive-date=19 November 2020 |archive-url=https://web.archive.org/web/20201119212615/https://moda.mam-e.it/dizionario-della-moda/gucci/ |url-status=live }}</ref> where he sold imported leather luggage. He also opened a small workshop to have his own leather goods made by local craftsmen. Eventually, a larger workshop had to be acquired to house Gucci's sixty artisans. In 1935, the ] by Mussolini led the ] to impose a trade embargo on Italy. Leather became scarce, pushing Guccio Gucci to introduce other fabrics in the composition of the products, such as raffia, wicker, wood, linen and jute. The rombi motif, a Gucci signature, was created. The Guccis developed a new tanning technique to produce "''cuoio grasso''", which became a Gucci trademark. In 1937, Gucci launched its handbags.<ref name="Forden 2001 p"/><ref name="Gucci 2016 p"/>
With beginnings at the end of the 19th century, the Gucci<ref>Bianchino, Gloria, et al., eds. ''Italian Fashion. Vol. 1, The Origins of High Fashion and Knitwear.'' Milan: Electa SpA, 1987.</ref><ref>{{cite book|last1=Forden|first1=Sara Gay|title=The house of Gucci : a sensational story of murder, madness, glamour, and greed|date=2000|publisher=HarperCollins|location=New York, NY|isbn=0060937750|page=23|edition=1. Perennial}}</ref><ref>Horyn, Cathy. "Tom Ford Goes Out with a Roar", ''The New York Times'', 26 February 2004.</ref><ref>Steele, Valerie. ''Fashion, Italian Style.'' New Haven, Connecticut: Yale University Press, 2003.</ref> company became one of the world’s most successful manufacturers of high-end leather goods, clothing, and other fashion products. As an immigrant hotel worker in ] and later ], young ] (1881–1953) was impressed with the luxurious luggage he saw urbane guests bring with them. Before leaving, he visited the manufacturer, ]. Upon returning to his birthplace of ], a city distinguished for high-quality materials and skilled artisans, he established a shop in 1920 that sold fine leather goods with classic styling. Although Gucci organized his workrooms for industrial methods of production, he maintained traditional aspects of fabrication. Initially, Gucci employed skilled workers in basic Florentine leather crafts, attentive to finishing. With expansion, machine stitching was a production method that supported construction.


Guccio's wife and children all worked in the shop. ], the son of Guccio, became increasingly involved in the family company since he started working there in 1925. He convinced his father to grow by opening a new shop in ] (21 Via Condotti) in 1938, and launched more Gucci accessories (gloves, belts, ]s, keychains). During ], the artisans of Gucci worked on making boots for the Italian infantry.<ref name="Forden 2001 p"/><ref name="Gucci 2016 p"/>
Together with three of his sons, ] (1905-1990), Vasco Gucci (1907–1975), and Rodolfo Gucci (1912–1983), Gucci expanded the company to include stores in ] and ] as well as additional shops in Florence. Gucci's stores featured such finely crafted leather accessories as handbags, shoes, and his iconic ornamented ] as well as silks and knitwear in a signature pattern.


The company made handbags of cotton ] rather than leather during ] as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the family name, became synonymous with the city of Florence. The company made handbags of cotton ] rather than leather during World War II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the family name, became synonymous with the city of Florence.


=== Post-war ''Dolce Vita'' ===
Aldo and Rodolfo Gucci further expanded the company's horizons in 1953 by establishing offices in New York City. Film stars and ] travelers to Italy during the 1950s and 1960s brought their glamour to Florence, turning Gucci's merchandise into international ]s. Movie stars posed in Gucci's clothing, accessories, and footwear for lifestyle magazines around the world, contributing to the company’s growing reputation.
{{See also|Aldo Gucci|Rodolfo Gucci}}
] in Copenhagen, Denmark]]
]
] in New York City]]
After the war, Guccio Gucci distributed the shares of the company to his three sons (Aldo, Vasco and ]). In 1947, Gucci launched the Bamboo bag.<ref>Date estimated by the fashion historian Aurora Fiorentini</ref> The bag created using lightweight bamboo for handles was a response to continued post-war material scarcity.<ref>{{Cite web |date=2024-06-13 |title=The Gucci Bamboo bag is as relevant now as it was 75 years ago |url=https://www.harpersbazaar.com/uk/fashion/what-to-wear/a40805954/gucci-bamboo-bag/ |access-date=2024-11-07 |website=Harper's BAZAAR |language=en-GB}}</ref><ref>{{Cite web |title=Guccio Gucci: From Humble Origins to Building a Fashion Empire |url=https://dsfantiquejewelry.com/blogs/journal/in-lucru-guccio-gucci-from-humble-origins-to-building-a-fashion-empire |access-date=2024-11-07 |website=DSF Antique Jewelry |language=en}}</ref> The brand launched its first global tagline, ''Quality is remembered long after price is forgotten''. The iconic ]s (Gucci ]) were launched in 1952. Guccio Gucci died on 2 January 1953 in Milan. In November 1953, Gucci opened its first US store on ] and ] in New York. A second NY shop opened in the Saint Regis Hotel in 1960, and a third on 5th Avenue and ] in 1973, leading the locals to call this NY area "Gucci City".<ref name="Gucci 2016 p"/>
]


In 1961, Gucci opened stores in ] and ], and launched the Jackie Bag. In March 1963, Gucci opened its first French store near ] in ].<ref name="Gucci 2016 p"/> The double-G logo for belt buckles and other accessory decorations was introduced in 1964.<ref name="Logo">{{cite web |title=Gucci Logo |url=http://www.famouslogos.net/gucci-logo/ |url-status=dead |archive-url=https://web.archive.org/web/20121018004216/http://www.famouslogos.net/gucci-logo |archive-date=18 October 2012 |access-date=20 March 2011 |website=FamousLogos.net}}</ref> The Flora scarf was designed in 1966 by Rodolfo Gucci and Vittorio Accornero for ], Princess of Monaco, who became a notable consumer of Gucci products. In October 1968, Gucci opened a store at 347 Rodeo Drive, driving many Hollywood stars to endorse the brand. With the Rodeo Drive opening came the launch of Gucci's first dresses. Gucci's breakthrough in the United States led to its global development in Asia (Tokyo opening in 1972, Hong Kong in 1974) and the Middle East.<ref name="Gucci 2016 p" /> In Brussels, Aldo's son Roberto piloted the first Gucci franchised store. By 1969, Gucci was managing ten shops in the United States. 84,000 Gucci moccasins were sold in the US alone that year. US President ] called Aldo Gucci the "first Italian ambassador to the United States".<ref name="Forden 2001 p" />
Gucci's distinctive lines made its products among the most frequently copied in the world in the early 2000s. Pigskin, calf, and imported exotic animal skins were subjected to various methods of fabrication. Waterproof canvas and ] were used for evening bags. ] was first used to make handbag handles by a process of heating and molding in 1947, and purses made with a shoulder strap and snaffle-bit decoration were introduced in 1960. In 1964 Gucci’s lush butterfly pattern was custom-created for silk foulards, followed by equally luxuriant floral patterns. The original Gucci loafer was updated by a distinctive snaffle-bit ornament in 1966, while the "Rolls-Royce" luggage set was introduced in 1970. Watches, jewelry, ties, and eyewear were then added to the company's product lines. A particularly iconic touch, introduced in 1964, was the use of the double-G logo for belt buckles and other accessory decorations.<ref name="Logo">{{cite web|url=http://www.famouslogos.net/gucci-logo/ |title=Gucci Logo |publisher=FamousLogos.net |accessdate=20 March 2011}}</ref>


Gucci launched a ] luggage set in 1970<ref name="Gucci 2016 p" /> and partnered with ] (AMC) to create the ] that was marketed during the 1971, 1972, and 1973 model years. The Gucci Sportabout wagon became one of the first American cars to offer a special luxury ] created by a famous fashion designer.<ref>{{cite book |title=The Complete Encyclopedia of Motorcars 1885 to the present |publisher=Guild Publishing |year=1985 |editor-last=Georgano |editor-first=G.N. |page=93}}</ref><ref>{{cite journal |last=Lund |first=Robert |date=October 1971 |title=AMC gets it together |url=https://books.google.com/books?id=UtgDAAAAMBAJ&q=Gucci+sportabout&pg=PA206 |url-status=live |journal=Popular Mechanics |volume=136 |issue=4 |pages=116–118, 206 |archive-url=https://web.archive.org/web/20170301110606/https://books.google.com/books?id=UtgDAAAAMBAJ&pg=PA206&dq=Gucci+sportabout |archive-date=1 March 2017 |access-date=28 June 2017}}</ref><ref>{{cite web |last=Dunnaway |first=Jen |date=10 April 2009 |title=Hot: Gucci-Edition Hornet Interior! |url=http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior/ |archive-url=https://web.archive.org/web/20140313022445/http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior |archive-date=13 March 2014 |access-date=28 June 2017 |website=cardomain.com}}</ref> Gucci launched Gucci Perfumes (Il Mio Profumo) and its first watch (Model 2000) in 1972, its first franchised store in the US in 1973, and opened the Gucci Galleria in its Beverly Hills store in 1977, a private art gallery adjoined to the store and reserved to premium clients who were given a golden key to access it.<ref name="Gucci 2016 p" /><ref name="Forden 2001 p" /> From 1978 to 1984 a ]-based ] marketed a Gucci edition of the ] sedan (the 1978 model is exhibited at the Gucci Museum).<ref name="Alook">{{cite web |author=Sean |date=24 April 2012 |title=A look at 40 years of Gucci edition cars from American Motors to Cadillac to Fiat |url=http://www.classiccarstodayonline.com/2012/04/24/40-years-of-gucci-edition-cars-spanning-american-motors-to-cadillac-now-fiat/ |url-status=dead |archive-url=https://web.archive.org/web/20170413183006/http://www.classiccarstodayonline.com/2012/04/24/40-years-of-gucci-edition-cars-spanning-american-motors-to-cadillac-now-fiat |archive-date=13 April 2017 |access-date=28 June 2017 |work=Classic Cars Today Online}}</ref>
The company prospered through the 1970s, but the 1980s were marked by internal family disputes that brought Gucci to the brink of disaster. Rodolfo’s son ] took over the company’s direction after his father’s death in 1983, and dismissed his uncle Aldo—who eventually served a prison term for ]. Maurizio proved to be an unsuccessful president; he was compelled to sell the family-owned company to Investcorp,<ref>nytimes.com 1997/02/18</ref> a ]-based company, in 1988. Maurizio disposed of his remaining stock in 1993. Tragically, Maurizio was murdered in Milan in 1995, and his former wife, ], was convicted of hiring his killers. Meanwhile, the new investors promoted the American-educated ] from the position of family attorney to president of Gucci America in 1994 and chief executive in 1995.


In 1985, the Gucci loafer became part of the permanent collection of the ].<ref>{{cite news |last=Cartner-Morley |first=Jess |date=2011-09-26 |title=The story of Gucci |language=en-GB |work=The Guardian |url=https://www.theguardian.com/fashion/2011/sep/26/story-of-gucci |access-date=2020-08-16 |archive-date=13 April 2021 |archive-url=https://web.archive.org/web/20210413231314/https://www.theguardian.com/fashion/2011/sep/26/story-of-gucci |url-status=live }}</ref>
The company had previously brought in ] in 1989 as editor and ready-to-wear designer in order to reestablish its reputation. Well aware of Gucci’s tarnished image and the value of its name brand, Mello hired ] in 1990 to design a ready-to-wear line. He was promoted to the position of creative director in 1994. Before Mello returned to her post as president of the American retailer ], she initiated the return of Gucci’s headquarters from the business center of Milan to Florence, where its craft traditions were rooted. There she and Ford reduced the number of Gucci products from twenty thousand to five thousand.


=== 1980s Gucci's family feud ===
There were seventy-six Gucci stores around the world in 1997, along with numerous licensing agreements. Ford was instrumental in the process of decision-making with De Sole when the Gucci Group acquired ], ], ], ], and, in part-ownership with ], ] and ]. By 2001 Ford and De Sole shared the responsibility for major business decisions, while Ford concurrently directed design at Yves Saint Laurent as well as at Gucci.
{{See also|Maurizio Gucci}}
In 1969, Giorgio, the son of Aldo, had sparked the first family feud by launching ''Gucci Boutique'' on his own, which was finally reabsorbed by the family group in 1972.<ref name="Forden 2001 p"/> During the 1980s, the Gucci saga eroded the family-held top management of the company and fed the press headlines. ], son of Aldo, tried to launch the brand ''Gucci Plus'' on his own. Aldo was criticized for developing most of the international business under Gucci America, which he owned. In 1982, to ease tensions in the family, the Gucci group was consolidated and became a publicly traded company, Guccio Gucci SpA.<ref>{{cite web |date=2009-06-17 |title=Guccio Gucci |url=https://www.theflorentine.net/2009/06/18/guccio-gucci/ |access-date=2020-09-18 |work=The Florentine |language=en-US |archive-date=12 October 2020 |archive-url=https://web.archive.org/web/20201012064047/https://www.theflorentine.net/2009/06/18/guccio-gucci/ |url-status=dead}}</ref><ref name="Gucci 2016 p"/> In May 1983, Rodolfo died. His son Maurizio Gucci inherited his father's majority stake in the company and launched a legal war against his uncle Aldo for full control of Gucci (a prosecution led by the city prosecutor ], and with ] representing the Gucci family).<ref name="Gucci 2016 p"/> ] took over the company's direction. In 1986, Aldo Gucci, 81, with only 16.7% of Gucci left in his possession, was sentenced to a year in prison for ]<ref>{{Cite news |last=Lubasch |first=Arnold H. |date=1986-09-12 |title=Gucci, 81, Gets Year in Prison in Federal Tax Case |language=en-US |work=The New York Times |url=https://www.nytimes.com/1986/09/12/nyregion/gucci-81-gets-year-in-prison-in-federal-tax-case.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=10 September 2020 |archive-url=https://web.archive.org/web/20200910073705/https://www.nytimes.com/1986/09/12/nyregion/gucci-81-gets-year-in-prison-in-federal-tax-case.html |url-status=live }}</ref><ref>{{cite web |title=Gucci Fashionable in Prison |url=https://www.upi.com/Archives/1987/04/01/GUCCI-FASHIONABLE-IN-PRISON/3772544251600/ |access-date=2020-08-16 |work=UPI |language=en |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203072624/https://www.upi.com/Archives/1987/04/01/GUCCI-FASHIONABLE-IN-PRISON/3772544251600/ |url-status=live }}</ref> (in a prison where ] was also an inmate<ref name="Gucci 2016 p" />). The artwork of the Gucci Galleria was liquidated.<ref name="Gucci 2016 p" /> In 1988, Maurizio Gucci sold almost 47.8% of Gucci to the ]-based investment fund ] (owner of ] since 1984), and withheld the other 50%.<ref>{{cite web |date=1988-06-07 |title=Investcorp Buys Half of Gucci |url=https://www.joc.com/investcorp-buys-half-gucci_19880607.html |access-date=2020-08-16 |website=joc.com |archive-date=28 November 2020 |archive-url=https://web.archive.org/web/20201128000318/https://www.joc.com/investcorp-buys-half-gucci_19880607.html |url-status=live }}</ref>


Despite the family disputes, between 1981 and 1987, the sales of trademarked Gucci products reached $400 million,<ref>{{cite web |date=12 June 1989 |title=Gucci America, Inc. v. Dart, Inc., 715 F. Supp. 566 |url=https://casetext.com/case/gucci-america-inc-v-dart-inc |access-date=17 September 2020 |website=casetext.com |archive-date=7 December 2021 |archive-url=https://web.archive.org/web/20211207134633/https://casetext.com/case/gucci-america-inc-v-dart-inc |url-status=live }}</ref> and $227 million in 1990 alone.<ref name="Anderson">{{cite news |last=Anderson |first=Lisa |date=15 January 1992 |title=Born-Again Status |newspaper=Chicago Tribune |url=https://www.chicagotribune.com/news/ct-xpm-1992-01-15-9201040969-story.html |access-date=17 September 2020 |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203202003/https://www.chicagotribune.com/news/ct-xpm-1992-01-15-9201040969-story.html |url-status=live }}</ref> The 1980s were characterized by a mass-production of Gucci products, which generated revenue but negatively affected Gucci's position as an exclusive luxury brand. Maurizio Gucci hired ] to put Gucci back on tracks.<ref>{{cite news |last=Fabrikant |first=Geraldine |date=1992-06-15 |title=Gucci's Current Campaign: Recovering Its Elite Image |language=en-US |newspaper=The New York Times |url=https://www.nytimes.com/1992/06/15/business/media-business-advertising-gucci-s-current-campaign-recovering-its-elite-image.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=1 July 2023 |archive-url=https://web.archive.org/web/20230701034453/https://www.nytimes.com/1992/06/15/business/media-business-advertising-gucci-s-current-campaign-recovering-its-elite-image.html |url-status=live }}</ref><ref name="Anderson" />
], Spain, 2016]]
The French conglomerate Pinault-Printemps-Redoute, however, gained ownership of 60 percent of the Gucci Group’s stock in 2003. Women’s Wear Daily then announced the departure of both Domenico De Sole and Tom Ford from the Gucci Group when their contracts expired in April 2004. The last spring collection under the direction of Ford and De Sole was a critical and commercial success. Amid widespread speculation in the fashion press about Ford’s heir, the company announced in March 2004 that he would be replaced by a team of younger designers promoted from the ranks of the company’s staff.<ref>{{cite web|last=Wigham|first=Helen|title=Three designers took over from Tom Ford after he left Gucci|url=http://www.vogue.co.uk/news/history/2011/03/three-designers-took-over-from-tom-ford-after-he-left-gucci|publisher=Vogue|accessdate=24 August 2013}}</ref>


From 1991 to 1993, Gucci's finances were still in the red. Maurizio Gucci was blamed for spending extravagant amounts of money on the company's headquarters in Florence (Via delle Caldaie palazzo) and in Milan. Investcorp bought the remaining 50% of Guccio Gucci S.p.A. from Maurizio Gucci in 1993, ending the family involvement in the group.<ref name=":3" /> In March 1995, Maurizio Gucci was shot dead in the lobby of Gucci's Milan office.<ref>{{cite web |date=1995-03-28 |title=Gucci heir shot dead at Milan office |url=http://www.independent.co.uk/news/world/gucci-heir-shot-dead-at-milan-office-1613072.html |access-date=2020-08-16 |work=The Independent |language=en |archive-date=29 July 2021 |archive-url=https://web.archive.org/web/20210729001346/https://www.independent.co.uk/news/world/gucci-heir-shot-dead-at-milan-office-1613072.html |url-status=live }}</ref> His ex-wife ] served 16 years in jail for hiring the hitman to murder him.<ref>{{cite web |title=Gucci Ex-Wife Guilty Of Murder |url=https://www.cbsnews.com/news/gucci-ex-wife-guilty-of-murder/ |access-date=2020-08-16 |website=CBS News |date=2 November 1998 |language=en-US |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203180446/https://www.cbsnews.com/news/gucci-ex-wife-guilty-of-murder/ |url-status=live }}</ref>
In 2005, ] was appointed as the creative director for women’s ready-to-wear and accessories, previously joining Gucci in 2002. In 2006, she also became the creative director for men's ready-to-wear and the entire Gucci label.<ref>. PPR.com. Retrieved 20 March 2011.</ref>


=== Porno Chic Revival ===
As announced in December 12, 2014, Creative Director Frida Giannini and CEO Patrizio di Marco were to step down from Gucci. Marco Bizzarri was appointed CEO of the brand.<ref name="businessweek.com">{{cite web|url= https://www.bloomberg.com/news/articles/2015-01-12/gucci-designer-giannini-exits-early-as-new-ceo-takes-control |title=Gucci Designer Giannini Exits Early as New CEO Takes Control |publisher=Businessweek.com |first=Andrew |last=Roberts |date=12 January 2015 |accessdate=3 December 2015}}</ref>
{{See also|Tom Ford|Domenico De Sole}}
Dawn Mello<ref>{{cite book |last=Tiffany |first=John A. |title=Dawn: the career of the legendary fashion retailer Dawn Mello |date=2019 |publisher=Pointed Leaf Press |isbn=9781938461958}}</ref> was hired in November 1989 as Gucci's executive vice president and chief designer. She reduced the number of stores from over 1,000 to 180 in a move to rebuild the brand's exclusivity. She also reduced the number of items sold by Gucci from 22,000 to 7,000. She revived the Bamboo bag and the Gucci loafer. She moved Gucci's headquarters back from Milan to Florence, where the history of Gucci is deeply rooted.<ref name="Anderson"/>


Dawn Mello hired Tom Ford to oversee the women's ready-to-wear collection.<ref name=":3">{{Cite news |last=Tagliabue |first=John |date=1995-12-14 |title=Gucci Gains Ground With Revival of Style;Belt-Tightening in the Work Force And Lavish Spending on Marketing |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/12/14/business/international-business-gucci-gains-ground-with-revival-style-belt-tightening.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=13 January 2022 |archive-url=https://web.archive.org/web/20220113055238/https://www.nytimes.com/1995/12/14/business/international-business-gucci-gains-ground-with-revival-style-belt-tightening.html |url-status=live }}</ref> In 1994, Tom Ford was named creative director of Gucci.<ref>{{cite news |last=White |first=Constance C.R. |title=Patterns |url=https://www.nytimes.com/1995/10/10/style/patterns-191995.html |newspaper=The New York Times |date=10 October 1995 |access-date=17 September 2020 |archive-date=2 September 2022 |archive-url=https://web.archive.org/web/20220902112754/https://www.nytimes.com/1995/10/10/style/patterns-191995.html |url-status=live }}</ref> Ford and Mello revisited the 1970s archives of the brand. Ford's 1995 collection, which included the sensual white dresses with provocative cut-outs, became an instant hit.<ref name=":3"/> Revived through the ''hot-bod'' hedonism of Tom Ford's creations, Gucci also launched provocative products in limited edition such as silver handcuffs,<ref>{{Cite web |date=1998-10-11 |title=Real People: Whip me, beat me, buy me |url=http://www.independent.co.uk/life-style/real-people-whip-me-beat-me-buy-me-1177438.html |access-date=2020-08-16 |work=The Independent |language=en |archive-date=16 March 2016 |archive-url=https://web.archive.org/web/20160316162906/http://www.independent.co.uk/life-style/real-people-whip-me-beat-me-buy-me-1177438.html |url-status=live }}</ref> a ]<ref>{{cite news |last=Menkes |first=Suzy |title=Gucci Offers Some Airs On a Worn-Out G-String |url=https://www.nytimes.com/1997/10/08/style/IHT-gucci-offers-some-airs-on-a-wornout-gstring.html |newspaper=The New York Times |date=8 October 1997 |access-date=17 September 2020 |archive-date=1 July 2023 |archive-url=https://web.archive.org/web/20230701034453/https://www.nytimes.com/1997/10/08/style/IHT-gucci-offers-some-airs-on-a-wornout-gstring.html |url-status=live }}</ref> and provocative ad campaigns such as the G logo shaved on pubic hair.<ref>{{cite web |last=Katz |first=Evan Ross |title=The Gucci Pubic Hair Ad Might Be More Controversial 15 Years Later |url=https://garage.vice.com/en_us/article/wj3k44/gucci-pubic-hair |work=Garage |date=17 December 2018 |access-date=17 September 2020 |archive-date=28 November 2020 |archive-url=https://web.archive.org/web/20201128052111/https://garage.vice.com/en_us/article/wj3k44/gucci-pubic-hair |url-status=live }}</ref>
==Corporate==
] ]
], legal adviser to the Gucci family since the 1980s and CEO of Gucci since 1994, campaigned for Gucci's leather manufacturers in Italy to keep working together and developed a partners' program to strengthen their ties. He reviewed the pricing of each product and gradually raised Gucci's advertising budget from $6 million in 1993 to $70 million in 1997.<ref>{{cite web |title=The Turnaround Champ of Haute Couture Gucci Group CEO Domenico De Sole Tells How He Rescued a Dying Brand—With New Marketing, Lower Prices, and "Terminator Tours" |first1=Domenico |last1=De Sole |first2=Faye |last2=Rice |date=24 November 1997 |url=https://money.cnn.com/magazines/fortune/fortune_archive/1997/11/24/234360/index.htm |access-date=5 February 2022 |website=money.cnn.com |archive-date=22 May 2022 |archive-url=https://web.archive.org/web/20220522162645/https://money.cnn.com/magazines/fortune/fortune_archive/1997/11/24/234360/index.htm |url-status=live }}</ref> In October 1995, the company was publicly indexed on the ] with an initial stock value set at US$22.<ref name=":3" /> Then, from 1995 to 1997, Investcorp sold its interests in Gucci for around US$1.9 billion.<ref>{{cite news |agency=Bloomberg News |date=1997-02-18 |title=Sale of Gucci Lifts Investcorp Earnings |language=en-US |newspaper=The New York Times |url=https://www.nytimes.com/1997/02/18/business/sale-of-gucci-lifts-investcorp-earnings.html |access-date=2020-08-16 |archive-date=2 September 2017 |archive-url=https://web.archive.org/web/20170902100827/https://www.nytimes.com/1997/02/18/business/sale-of-gucci-lifts-investcorp-earnings.html |url-status=live }}</ref>
A turnaround of the company devised in the late 1980s made Gucci a global contender and a notable fashion label. In October 1995, Gucci ] and had its first ] on the ] and ] for $22 per share. November 1997 also proved to be a successful year as Gucci acquired a watch license, Severin-Montres, and renamed it Gucci Timepieces.


=== LVMH-PPR struggle over Gucci ===
The firm was named "European Company of the Year 1998" by the European Business Press Federation for its economic and financial performance, strategic vision as well as management quality.{{Citation needed|date=October 2016}}
By January 1999, the French luxury conglomerate ], which had been buying shares of Gucci discreetly since 1995, reached 34% ownership in Gucci Group NV.<ref>{{cite news |last1=Teri |first1=Agins |title=How Italy's Gucci Changed From Has-Been to Talk of Town |url=https://www.wsj.com/articles/SB917397453839750000 |work=The Wall Street Journal |date=27 January 1999 |access-date=17 September 2020 |archive-date=17 May 2022 |archive-url=https://web.archive.org/web/20220517235528/https://www.wsj.com/articles/SB917397453839750000 |url-status=live }}</ref> Seeking a way out of LVMH's control, Tom Ford and Domenico De Sole turned to the French financier ] and his group ], which later became Kering, for an emergency exit. In March, Pinault's group bought out 40% of Gucci at $75 a share, and LVMH's shares decreased to 20.7% in a dilution process. Through the deal, PPR also purchased ] from ] and sold it back for the same price to the Gucci Group.<ref>{{cite web |title=Pinault secures Gucci tie to frustrate LVMH – Mar. 19, 1999 |url=https://money.cnn.com/1999/03/19/europe/lvmh/ |website=money.cnn.com |date=19 March 1999 |access-date=17 September 2020 |archive-date=1 December 2020 |archive-url=https://web.archive.org/web/20201201215325/https://money.cnn.com/1999/03/19/europe/lvmh/ |url-status=live }}</ref> This ''coup d'état'' in the fashion world launched a cold war between LVMH and the new Gucci-PPR coalition.<ref name="Kapner">{{cite news |last=Kapner |first=Suzanne |title=Pinault Wins Long Battle To Control Gucci Group |url=https://www.nytimes.com/2001/09/11/business/pinault-wins-long-battle-to-control-gucci-group.html |newspaper=The New York Times |date=11 September 2001 |access-date=17 September 2020 |archive-date=31 October 2020 |archive-url=https://web.archive.org/web/20201031200132/https://www.nytimes.com/2001/09/11/business/pinault-wins-long-battle-to-control-gucci-group.html |url-status=live }}</ref> A tension occurred in December 2000 when Gucci bought 51% of ]'s couture house, as ] was also the creative designer of LVMH's ] at that time.<ref>{{cite news |last=Alexander |first=Hilary |title=Rival left fuming as Gucci sews up McQueen deal |url=https://www.telegraph.co.uk/news/uknews/1377002/Rival-left-fuming-as-Gucci-sews-up-McQueen-deal.html |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/news/uknews/1377002/Rival-left-fuming-as-Gucci-sews-up-McQueen-deal.html |archive-date=10 January 2022 |url-access=subscription |url-status=live |work=The Telegraph |date=5 December 2000 |access-date=17 September 2020}}{{cbignore}}</ref> The feud around Gucci ended in September 2001 when all parties reached an agreement.<ref name="Kapner"/> By the end of 2003, Tom Ford and Domenico De Sole made it official that they would not renew their contract with Gucci-PPR that ended in April 2004.<ref>{{Cite news |last=Horyn |first=Cathy |date=2003-11-05 |title=2 Key Figures in Gucci's Turnaround Are Quitting |language=en-US |work=The New York Times |url=https://www.nytimes.com/2003/11/05/business/2-key-figures-in-gucci-s-turnaround-are-quitting.html |access-date=2020-09-18 |issn=0362-4331 |archive-date=11 June 2019 |archive-url=https://web.archive.org/web/20190611084913/https://www.nytimes.com/2003/11/05/business/2-key-figures-in-gucci-s-turnaround-are-quitting.html |url-status=live }}</ref>


Following Ford's departure, Gucci Group retained three designers to continue the success of the company's flagship label: John Ray, ] and ], all of whom had worked under Ford's creative direction. Facchinetti was elevated to Creative Director of Women's wear in 2004 and designed for two seasons before leaving the company. Ray served as Creative Director of ] for three years. ] – a Gucci handbag designer since 2002, head of accessories since 2004, and creative director of women's ready-to-wear and accessories since 2005 – was appointed creative director of Gucci in 2006.<ref>{{in lang|es}} Elena Guallart, {{Webarchive|url=https://web.archive.org/web/20201124101951/https://www.trendencias.com/marcas/frida-giannini-jefa-en-gucci |date=24 November 2020 }}, ''Trendencias.com'', 1 February 2006</ref> Patrizio di Marco, formerly CEO of ], was named CEO of Gucci in 2008.<ref>Astrid Wendlandt, {{Webarchive|url=https://web.archive.org/web/20201114080950/https://www.reuters.com/article/us-gucci-ceo/italian-fashion-house-gucci-denies-ousting-ceo-idUSLH9347720080917 |date=14 November 2020 }}, ''Reuters.com'', 17 September 2008</ref> Both acclaimed and criticized for perpetually revisiting Tom Ford's archives, Frida Giannini eventually toned down Ford's explosive 'Porno Chic' props over the years "from sexy to sensual", and started to experiment with 'androgynous Bohemian' styles with a 19th-century reminiscence.<ref>Suzy Menkes, {{Webarchive|url=https://web.archive.org/web/20210115102405/https://www.nytimes.com/2012/02/23/fashion/23iht-rgucci23.html |date=15 January 2021 }}, ''Nytimes.com'', 22 February 2012</ref> She also developed "neo-classics" such as the New Bamboo and the New Jackie handbags.<ref name="nytimes guardians">Robb Young, {{Webarchive|url=https://web.archive.org/web/20180202231145/http://www.nytimes.com/2010/11/09/fashion/09iht-rintro.html |date=2 February 2018 }}, ''Nytimes.com'', 8 November 2010</ref> Patrizio di Marco focused on the post-2008 crisis with fewer styles and more midrange products.<ref>Catherine Caines, Natasha Silva-Jelly, {{Webarchive|url=https://web.archive.org/web/20201124155538/https://www.smh.com.au/lifestyle/fashion/the-new-it-bag-20090624-cwdv.html |date=24 November 2020 }}, ''Smh.com.au'', 25 June 2009</ref> In 2010, Gucci launched a partnership with the auction house ] to develop a wider repository of the brand's archives and provide an authenticity certification service.<ref name="nytimes guardians" /> In 2011, the company opened the Gucci Museum (''Gucci Museo'') in Florence to celebrate its 90th anniversary.<ref name="vogue museoop">{{cite web |last=Holgate |first=Mark |title=The Gucci Museo Opens in Florence |url=https://www.vogue.com/article/the-gucci-museo-opens-in-florence |access-date=2020-08-16 |work=Vogue |date=27 September 2011 |language=en-us |archive-date=28 September 2020 |archive-url=https://web.archive.org/web/20200928025737/https://www.vogue.com/article/the-gucci-museo-opens-in-florence |url-status=live }}</ref> Between 2010 and 2015, 220 new Gucci stores opened, bringing the total store count to 500.<ref>{{cite news |last=Mesco |first=Manuela |date=2015-02-25 |title=Fashion Executive Sets About Fixing Gucci |language=en-US |work=The Wall Street Journal |url=https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |access-date=2020-09-18 |issn=0099-9660 |archive-date=8 July 2020 |archive-url=https://web.archive.org/web/20200708205204/https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |url-status=live }}</ref>
Gucci headquarters are in ], other world offices are in Milan, Paris, London, Hong Kong, Japan, and New York. ] headquarters are in Paris.


=== Brand ''Renaissance'' ===
In 1989, Maurizio managed to persuade Dawn Mello, whose revival of New York's ] in the 1970s made her a star in the retail business, to join the newly formed Gucci Group as Executive Vice President and Creative Director Worldwide. At the helm of Gucci America was Domenico De Sole, a former lawyer who helped oversee Maurizio's takeover of ten 1987 and 1989. The last addition to the creative team, which already included designers from ] and ], was a young designer named ]. Raised in Texas and New Mexico, he had been interested in fashion since his early teens but only decided to pursue a career as a designer after dropping out of ] in 1986 as an architecture major. Dawn Mello hired Ford in 1990 at the urging of his partner, writer and editor ].
] in New York, 2019.]]
In December 2014, Marco Bizzarri, former CEO of ], was named CEO of Gucci.<ref> {{Webarchive|url=https://web.archive.org/web/20210524235008/https://www.ft.com/content/1fafd5d8-81f7-11e4-b9d0-00144feabdc0 |date=24 May 2021 }}, ''Ft.com'', 12 December 2014</ref> He was tasked to reverse Gucci's declining sales by giving a new impetus to the brand.<ref name="wsj fixing">{{cite news |last=Mesco |first=Manuela |date=2015-02-25 |title=Fashion Executive Sets About Fixing Gucci |language=en-US |work=] |url=https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |access-date=2020-08-16 |issn=0099-9660 |archive-date=8 July 2020 |archive-url=https://web.archive.org/web/20200708205204/https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |url-status=live }}</ref> In January 2015, Bizzarri appointed Alessandro Michele as the creative director of Gucci. Alessandro Michele had been working for Gucci since 2002, and he served as Frida Giannini's deputy and head accessories designer. During the Fall show of February 2015, Alessandro Michele introduced "a different Gucci",<ref>{{Cite news |last=Schneier |first=Matthew |date=2015-01-20 |title=After Frida Giannini's Departure, a Brand-New Men's Collection at Gucci |language=en-US |work=The New York Times |url=https://www.nytimes.com/2015/01/20/fashion/after-frida-gianninis-departure-a-brand-new-mens-collection-at-gucci.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=10 September 2018 |archive-url=https://web.archive.org/web/20180910014916/https://www.nytimes.com/2015/01/20/fashion/after-frida-gianninis-departure-a-brand-new-mens-collection-at-gucci.html?_r=0 |url-status=live }}</ref><ref>Rachel Sanderson, {{Webarchive|url=https://web.archive.org/web/20200810105942/https://www.ft.com/content/77da07b8-a157-11e4-8d19-00144feab7de |date=10 August 2020 }}, ''Ft.com'', 21 January 2015</ref> one with a "sophisticated, intellectual and androgynous feel".<ref name="wsj fixing" />


Alessandro Michele launched the ''Renaissance'' of Gucci.<ref>{{Cite magazine |last=Mead |first=Rebecca |title=Gucci's Renaissance Man |url=https://www.newyorker.com/magazine/2016/09/19/guccis-renaissance-man |access-date=2020-08-16 |magazine=The New Yorker |date=11 September 2016 |language=en-us}}</ref> He revived Gucci classics, such as the double-G logo,<ref>{{Cite news |last=Royce-Greensill |first=Sarah |date=2016-05-10 |title=Gucci's Alessandro Michele and the rebirth of the logo |language=en-GB |work=The Telegraph |url=https://www.telegraph.co.uk/luxury/womens-style/guccis-alessandro-michele-and-the-rebirth-of-the-logo/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/luxury/womens-style/guccis-alessandro-michele-and-the-rebirth-of-the-logo/ |archive-date=10 January 2022 |url-access=subscription |url-status=live |access-date=2020-08-16 |issn=0307-1235}}{{cbignore}}</ref> the ] bag,<ref>Emilia Petrarca, {{Webarchive|url=https://web.archive.org/web/20201005043806/https://www.thecut.com/2020/02/gucci-fall-2020-runway-show-review.html |date=5 October 2020 }}, ''Thecut.com'', 20 February 2020</ref> and more; he also created iconic products like the Dionysus handbag.<ref> {{Webarchive|url=https://web.archive.org/web/20200926212038/https://www.icon-icon.com/en/the-dionysus-bag-an-icon-for-a-new-century/ |date=26 September 2020 }}, ''Icon-icon.com'', 26 July 2017</ref> With a feminized menswear line, a strong feminist stance, and a ']' style, Alessandro Michele introduced postgender props for Gucci.<ref>Lisa Armstrong, {{Webarchive|url=https://web.archive.org/web/20201127051400/https://www.viva.co.nz/article/fashion/sex-in-fashion-gucci-alessandro-michele-on-the-rise-of-geek-chic/ |date=27 November 2020 }}, ''Viva.co.nz'', 22 November 2019</ref>
In the early 1990s, Gucci underwent what is now recognized as the poorest time in the company's history. Maurizio riled distributors, ] shareholders, and executives at Gucci America by drastically reining in on the sales of the Gucci Accessories Collection, which in the United States alone generated $110&nbsp;million in revenue every year. The company’s new accessories failed to pick up the slack, and for the next three years the company experienced heavy losses and teetered on the edge of ]. Maurizio was a charming man who passionately loved his family's business, but after four years most of the company's senior managers agreed that he was incapable of running the company. His management had had an adverse effect on the desirability of the brand, product quality, and distribution control. He was forced to sell his shares in the company to Investcorp in August 1993. Dawn Mello returned to her job at ] less than a year after Maurizio’s departure, and the position of creative director went to ], then just 32 years old. Ford had worked for years under the direction of Maurizio and Mello and wanted to take the company’s image in a new direction. De Sole, who had been elevated to President and Chief Executive Officer of Gucci Group NV, realized that if Gucci were to become a ] company, it would require a new image, and so he agreed to pursue Ford’s vision.


In September 2016 Gucci inaugurated the Gucci Hub, its new Milan headquarters, built in the former ] aeronautical factory.<ref>{{Cite web |last=Zevi |first=Nathania |title=The New Gucci Hub Opens in Milan |url=https://www.forbes.com/sites/nathaniazevi/2016/09/28/the-new-gucci-hub-opens-in-milan/ |access-date=2020-08-16 |work=Forbes |language=en |archive-date=5 December 2020 |archive-url=https://web.archive.org/web/20201205093416/https://www.forbes.com/sites/nathaniazevi/2016/09/28/the-new-gucci-hub-opens-in-milan/ |url-status=live }}</ref> In July 2017, Gucci announced the launch of Gucci Décor, which was the first time the brand tested itself in the ] segment.<ref>{{Cite web |last=Minton |first=Melissa |title=You Can Now Outfit Your Entire Home in Gucci |url=http://www.architecturaldigest.com/story/gucci-home-decor-line |access-date=2020-08-16 |work=Architectural Digest |date=12 July 2017 |language=en-us |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805124510/https://www.architecturaldigest.com/story/gucci-home-decor-line |url-status=live }}</ref> In April 2018, Gucci inaugurated the ArtLab, a 37,000-square-metre center of innovation outside Florence in Italy, where new leather goods and materials, footwear, metal hardware, and packaging are developed and tested.<ref>{{Cite web |title=Gucci Unveils A Centre Of Creativity, Craftsmanship & Sustainability |url=https://www.vogue.co.uk/article/gucci-artlab-florence |access-date=2020-08-16 |work=British Vogue |date=19 April 2018 |language=en-GB |archive-date=7 September 2020 |archive-url=https://web.archive.org/web/20200907200526/https://www.vogue.co.uk/article/gucci-artlab-florence |url-status=live }}</ref> In November 2018, Gucci opened the Gucci Wooster Bookstore in New York, a 2,000-book shop curated by the founder of Dashwood Books ].<ref>Emilia Petrarca, {{Webarchive|url=https://web.archive.org/web/20200719075411/https://www.thecut.com/2018/11/gucci-wooster-bookstore.html |date=19 July 2020 }}</ref> In April 2019, the company launched Gucci 9, a 500-employee network of 6 ] worldwide for high-end customer service.<ref>{{Cite news |title=Gucci turns to call centres to lure high-spending millennial shoppers |url=https://www.ft.com/content/c79f9c7e-61db-11e9-a27a-fdd51850994c |access-date=2020-08-16 |work=Financial Times |date=20 April 2019 |archive-date=9 November 2020 |archive-url=https://web.archive.org/web/20201109193511/https://www.ft.com/content/c79f9c7e-61db-11e9-a27a-fdd51850994c |url-status=live }}</ref> Gucci also revived its makeup collection<ref>{{cite web |title=Gucci To Relaunch Make-Up Collection Under The Creative Direction Of Alessandro Michele |url=https://www.vogue.co.uk/article/gucci-lipstick-alessandro-michele |access-date=2020-08-16 |work=British Vogue |date=3 May 2019 |language=en-GB |archive-date=10 August 2020 |archive-url=https://web.archive.org/web/20200810163618/https://www.vogue.co.uk/article/gucci-lipstick-alessandro-michele |url-status=live }}</ref> and launched its first fine jewelry collection.<ref> {{Webarchive|url=https://web.archive.org/web/20200809144426/https://www.vogue.fr/jewelry/article/gucci-unveils-its-first-fine-jewelry-collection |date=9 August 2020 }}, ''Vogue.fr'', 5 July 2019</ref> In December 2020, following an agreement between Kering and Alibaba, Gucci launched two stores (fashion and beauty) on Tmall.<ref>{{cite web |last=Suen |first=Zoe |date=2020-12-18 |title=Gucci to Launch on Tmall as Kering and Alibaba Reconcile On Counterfeit Claims |url=https://www.businessoffashion.com/news/china/gucci-to-launch-on-tmall-as-kering-and-alibaba-reconcile-on-counterfeit-claims |access-date=2021-09-28 |work=The Business of Fashion |language=en-GB |archive-date=28 September 2021 |archive-url=https://web.archive.org/web/20210928181741/https://www.businessoffashion.com/news/china/gucci-to-launch-on-tmall-as-kering-and-alibaba-reconcile-on-counterfeit-claims |url-status=live }}</ref> On November 23, 2022, Alessandro Michele left the post of creative director of Gucci.<ref>{{Cite web |url=https://www.ctpost.com/living/article/Alessandro-Michele-steps-down-as-Gucci-creative-17607339.php |title=Alessandro Michele steps down as Gucci creative director |website=www.ctpost.com |date=2022-11-23 |access-date=24 November 2022 |archive-date=24 November 2022 |archive-url=https://web.archive.org/web/20221124045556/https://www.ctpost.com/living/article/Alessandro-Michele-steps-down-as-Gucci-creative-17607339.php |url-status=live }}</ref>
In 1998, '']'' cited the Gucci "Genius Jeans" as the most expensive pair of jeans in existence. These jeans were distressed, ripped and covered with African beads and were offered for sale for ]3,134 in Milan.<ref>Yara, Susan (30 November 2005). . Forbes. Retrieved 6 December 2014.</ref> (This record was surpassed in June 2005 by ]'s 115-year-old 501 jeans that sold to an anonymous Japanese collector for $60,000.)<ref>{{cite web|url=http://www.guinnessworldrecords.com/world-records/1/most-expensive-jeans-sold-at-auction-online |title=most expensive jeans |work=Guinness World Records |date=15 June 2005 |accessdate=8 February 2011}}</ref>


In January 2023, ] was appointed creative director of Gucci<ref>{{Cite web |date=2023-01-28 |title=Gucci announces Sabato de Sarno as its new creative director |url=https://www.theguardian.com/fashion/2023/jan/28/gucci-announces-sabato-de-sarno-as-its-new-creative-director |access-date=2023-01-29 |website=The Guardian |language=en |archive-date=29 January 2023 |archive-url=https://web.archive.org/web/20230129071745/https://www.theguardian.com/fashion/2023/jan/28/gucci-announces-sabato-de-sarno-as-its-new-creative-director |url-status=live }}</ref> to "reestablish Gucci's edge" and "restore its brand equity", after the Bizzarri/Michele success had also eroded Gucci's luxury glow.<ref name=":5">{{Cite web |last=Danziger |first=Pamela N. |title=Trouble In The House Of Gucci: Kering Struggles To Revive The Brand’s Sparkle |url=https://www.forbes.com/sites/pamdanziger/2023/10/29/trouble-in-the-house-of-gucci-kering-struggles-to-revive-the-brands-sparkle/ |access-date=2024-03-30 |website=Forbes |language=en}}</ref> His first collection, dubbed 'Gucci Ancora' (Italian for 'Gucci again') introduced a new It color, the ''Gucci Rosso Ancora'', a velvet burgundy with an oxblood hue.<ref>{{Cite web |last=Criales-Unzueta |first=José |date=2023-09-22 |title=A New It Color Just Dropped at Sabato De Sarno’s Gucci Debut |url=https://www.vogue.com/article/gucci-sabato-de-sarno-debut-red-color |access-date=2024-03-30 |website=Vogue |language=en-US}}</ref> For '']''<nowiki/>' fashion journalist ], the collection was "not a major statement, but rather a cleansing interregnum after the overblown muchness of Mr. Michele's tenure",<ref>{{Cite news |last=Friedman |first=Vanessa |date=2023-09-23 |title=The Great Gucci Reset Is Here |url=https://www.nytimes.com/2023/09/23/style/gucci-sabato-de-sarno-milan-fashion-week.html |access-date=2024-03-30 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> marking the dawn of a "new era of pragmatism" for the brand.<ref>{{Cite news |last=Conlon |first=Scarlett |date=2024-01-12 |title=Sabato de Sarno brings new era of pragmatism to Gucci at menswear debut |url=https://www.theguardian.com/fashion/2024/jan/12/sabato-de-sarno-brings-new-era-of-pragmatism-to-gucci-at-menswear-debut |access-date=2024-03-30 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref> During this creative reboot, the company launched a phase of restructuring and consolidation<ref name=":5" /> and in July 2023, Jean-François Palus replaced Marco Bizzarri as CEO of Gucci to drive the transition.<ref name=":1">{{Cite web |last=Rascouet |first=Angelina |date=19 July 2023 |title=A new chapter for Gucci: Kering shares surge as CEO Marco Bizzarri departs |url=https://fortune.com/europe/2023/07/19/gucci-kering-shares-surge-marco-bizzarri-departs-jean-francois-palus-new-ceo/ |access-date=2024-02-07 |website=Fortune |language=en}}</ref> Sales dropped 6% in 2023, a "trying year" according to Kering's CEO François-Henri Pinault.<ref name=":4" /> In October 2024, Stefano Cantino took over as CEO.<ref name=":6" />
In early 1999, the ] conglomerate ], headed by ], increased its shareholdings in Gucci with a view to a takeover. Domenico De Sole was incensed by the news and declined Arnault's request for a spot on the ], where he would have access to Gucci’s confidential earnings reports, strategy meetings, and design concepts. De Sole reacted by issuing new shares of stock in an effort to dilute the value of Arnault’s holdings. He also approached French holding company ] (PPR) about the possibility of forming a strategic alliance. ], the company’s founder, agreed to the idea and purchased 37 million shares in the company, or a 40% stake. Arnault’s share was diluted to a paltry 20%, and a legal battle ensued to challenge the legitimacy of the new Gucci-PPR partnership, with the law firm of ] representing Gucci. Courts in the ] ultimately upheld the PPR deal, as it did not violate that country's business laws. The second largest shareholder is ] with 11%. {{As of |2001|9}}, a settlement agreement was put into place between Gucci Group, LVMH, and PPR.


==Corporate structure==
Following Ford's departure, Gucci Group retained three designers to continue the success of the company's flagship label: John Ray, ] and ], all of whom had worked under Ford's creative direction. Facchinetti was elevated to Creative Director of Women's wear in 2004 and designed for two seasons before leaving the company. Ray served as Creative Director of ] for three years. 32-year-old Giannini, who had been responsible for designing men's and women's accessories, served as Creative Director for the entire brand.
Gucci's holding company Guccio Gucci S.p.A. is based in ], ], and is a subsidiary of the French luxury group ]. In 2023, Gucci operated 538 stores for 20,711 employees, and generated €9.9 billion in revenue (down from €10.5 billion in 2022).<ref name=":4" />


==Governance==
In 2006, Frida Giannini, formerly Creative Director of accessories, was named sole Creative Director. In 2009, Patrizio di Marco replaced Mark Lee as CEO of Gucci.
In the history of Gucci, up until the end of the Gucci family era, the design, promotion, and production of Gucci products were handled by the members of the Gucci family.<ref>{{Cite news |date=1984-06-12 |title=Gucci company thrives as a family affair |work=Christian Science Monitor |url=https://www.csmonitor.com/1984/0612/061208.html |access-date=2020-09-18 |issn=0882-7729 |archive-date=3 February 2021 |archive-url=https://web.archive.org/web/20210203203248/https://www.csmonitor.com/1984/0612/061208.html |url-status=live }}</ref>
;CEO
*Since 2024: Stefano Cantino<ref name=":6" />
*2023-2024: Jean-François Palus<ref name=":1" />
*2014-2023: ]<ref>{{Cite web |title=Frida Giannini et Patrizio di Marco quittent Gucci |url=https://www.vogue.fr/mode/news-mode/diaporama/frida-giannini-et-patrizio-di-marco-quittent-gucci/18050 |access-date=3 November 2023 |website=Vogue|date=12 December 2014 }}</ref>
*2008–2014: Patrizio di Marco<ref>{{Cite web |date=2014-12-12 |title=Frida Giannini y Patrizio Di Marco abandonan Gucci |url=https://www.revistagq.com/moda/articulos/frida-giannini-patrizio-di-marco-abandonan-gucci/21056 |access-date=2022-03-04 |website=GQ España |language=es-ES |archive-date=4 March 2022 |archive-url=https://web.archive.org/web/20220304221401/https://www.revistagq.com/moda/articulos/frida-giannini-patrizio-di-marco-abandonan-gucci/21056 |url-status=live }}</ref>
*2004–2008: Mark Lee<ref>{{Cite web |title=Mark Lee is part of the BoF 500 |url=https://www.businessoffashion.com/community/people/mark-lee |access-date=2022-03-04 |website=The Business of Fashion |language=en-GB |archive-date=4 March 2022 |archive-url=https://web.archive.org/web/20220304221400/https://www.businessoffashion.com/community/people/mark-lee |url-status=live }}</ref>
*1994–2004: ]


;Creative designers
Marco Bizzarri was appointed CEO of the brand as announced on December 12, 2014,<ref name="businessweek.com"/> and ] became Gucci's Creative Director on January 21, 2015.<ref name="independent.co.uk">{{cite news|url=http://www.independent.co.uk/life-style/fashion/news/alessandro-michele-is-the-new-creative-director-of-gucci-9994483.html|title=Alessandro Michele is the new Creative Director of Gucci|last=Fury|first=Alexander|date=22 January 2015|newspaper=The Independent|accessdate=3 December 2015}}</ref>
*Since 2023: ]<ref>{{Cite web |title=Sabato De Sarno prend la direction de la création de Gucci |url=https://fr.fashionnetwork.com/news/Sabato-de-sarno-prend-la-direction-de-la-creation-de-gucci,1480778.html |access-date=3 November 2023 |website=Fashion Network}}</ref><ref name=":2" />
*2015–2022: ]<ref>{{Cite web |title=Les meilleurs looks street style repérés aux défilés Gucci par Alessandro Michele |url=https://www.vogue.fr/mode/article/meilleurs-looks-street-style-defiles-gucci-alessandro-michele |access-date=3 November 2023 |website=Vogue|date=24 November 2022 }}</ref><ref>{{Cite web |title=Alessandro Michele en 5 défilés mémorables pour Gucci |url=https://www.numero.com/fr/mode/alessandro-michele-collections-gucci |access-date=3 November 2023 |website=Numero}}</ref>
*2006–2015: ]
*1995–2004: ]
*1989–1995: ]


==Initiatives==
In April 2016, Susan Chokachi was promoted to the role of President and Chief Executive Officer of Gucci America, having previously held the role of Senior Vice President of Marketing and Communications.<ref>{{Cite web|url=http://www.thefashionlaw.com/home/gucci-names-new-president-ceo-for-gucci-america|title=Gucci Names New President, CEO for Gucci America|website=The Fashion Law|access-date=2016-04-27}}</ref>
===Culture===
In 2011, the company opened the Gucci Museum (''Gucci Museo'') inside the 14th-century Palazzo della Mercanzia in Florence to celebrate its 90th anniversary.<ref>{{Cite news |last=Menkes |first=Suzy |date=2011-09-27 |title=Gucci Feeds Its Florentine Roots |language=en-US |work=The New York Times |url=https://www.nytimes.com/2011/09/28/fashion/gucci-opens-a-brand-museum-in-florence.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=14 November 2020 |archive-url=https://web.archive.org/web/20201114004146/http://www.nytimes.com/2011/09/28/fashion/gucci-opens-a-brand-museum-in-florence.html |url-status=live }}</ref><ref name="vogue museoop"/> In 2016, Alessandro Michele curated two additional rooms dedicated to Tom Ford's collections.<ref> {{Webarchive|url=https://web.archive.org/web/20201205141304/https://aeworld.com/lifestyle/art/gucci-announces-the-new-tom-ford-rooms-at-the-gucci-museo-in-florence/ |date=5 December 2020 }}, ''Aeworld.com'', 20 June 2016</ref> In January 2018, following a renovation, the Gucci Museum reopened with a new name, the ''Gucci Garden'', and a new restaurant within its walls, the ''Gucci Osteria'', managed by ].<ref>{{Cite web |last=Hanbury |first=Mary |title=Gucci just opened a luxurious complex complete with a boutique and a restaurant run by a three-Michelin-starred chef |url=https://www.businessinsider.com/gucci-opens-complex-with-boutique-and-restaurant-2018-1 |access-date=2020-08-16 |work=Business Insider |date=10 January 2018 |archive-date=20 July 2020 |archive-url=https://web.archive.org/web/20200720161948/https://www.businessinsider.com/gucci-opens-complex-with-boutique-and-restaurant-2018-1 |url-status=live }}</ref> The Gucci Osteria was awarded one ] in November 2019.<ref>{{cite web |last=Davis |first=Dominic-Madori |title=Gucci is opening a Beverly Hills outpost of its Michelin-starred restaurant in Florence – here's a look inside |url=https://www.businessinsider.com/gucci-osteria-first-american-restaurant-in-beverly-hills-2020-2 |access-date=2020-09-18 |work=Business Insider |archive-date=7 June 2020 |archive-url=https://web.archive.org/web/20200607051413/https://www.businessinsider.com/gucci-osteria-first-american-restaurant-in-beverly-hills-2020-2 |url-status=live }}</ref> In February 2020, a second ''Gucci Osteria'' opened on the rooftop of the Gucci ] store in Los Angeles.<ref>Natasha Levy, {{Webarchive|url=https://web.archive.org/web/20200823025846/https://www.dezeen.com/2020/02/26/gucci-osteria-da-massimo-restaurant-interiors/ |date=23 August 2020 }}, ''Deezen.com'', 26 February 2020</ref> In March 2022, Gucci opened a "small but opulent" cocktail bar, the ''Gucci Giardino 25'' in Florence.<ref>{{Cite news |last=Hunt |first=Phoebe |date=2022-03-07 |title=Gucci Giardino 25: it’s all about the cocktails |url=https://www.theflorentine.net/2022/03/07/gucci-giardino-25-its-all-about-the-cocktails/ |access-date=2024-06-27 |work=The Florentine}}</ref>


In April 2017, Gucci financed the restoration of the Boboli Gardens at the ] Gallery in ].<ref>Caroline Elbaor, {{Webarchive|url=https://web.archive.org/web/20200805052556/https://news.artnet.com/art-world/gucci-uffizi-gallery-boboli-gardens-restoration-917474 |date=5 August 2020 }}, ''Artnet.com'', 7 April 2017</ref> In June 2019, Gucci financed the restoration of the historic ] and Belvedere Gardens in Rome.<ref>{{Cite web |date=2019-06-07 |title=Italy – Gucci and Rome City Council collaborate to restore historic RupeTarpea and Belvedere Gardens |url=https://www.theluxurychronicle.com/gucci-restore-historic-rupa-tarpea |access-date=2020-08-16 |work=The Luxury Chronicle |language=en-US |archive-date=14 August 2020 |archive-url=https://web.archive.org/web/20200814172613/https://www.theluxurychronicle.com/gucci-restore-historic-rupa-tarpea |url-status=live }}</ref> In November 2022, Gucci pledged a three-year donation to help restore and preserve the ] in ].<ref>{{Cite web |last=Carrera |first=Martino |date=2022-11-09 |title=Gucci to Help Restore South Korean Landmark |url=https://wwd.com/fashion-news/designer-luxury/gucci-help-restore-south-korea-gyeongbokgung-palace-1235413812/ |access-date=2024-06-27 |website=WWD |language=en-US}}</ref>
==Controversies==
In June 2012, Gucci won a trademark lawsuit against ] with an award of $4.7 million in damages.<ref name="Guccio Gucci SpA Wins Trademark Case in China">{{cite web |url=http://www.wwd.com/fashion-news/fashion-scoops/china-win-7271186 |title=Guccio Gucci SpA Wins Trademark Case in China |publisher=WWD |date=11 November 2013 |accessdate=20 November 2013 |first=Arnold J. |last=Karr |first2=Cynthia |last2=Martens}}</ref>
On 16 October 2013, Gucci won a trademark counterfeiting and cybersquatting lawsuit, in US federal district court in Fort Lauderdale, Florida, against several online business.<ref name="Gucci Awarded $144.2M Against Online Counterfeiters">{{cite web | url=http://www.wwd.com/business-news/legal/gucci-awarded-1442m-against-online-counterfeiters-7231465 | title=Gucci Awarded $144.2M Against Online Counterfeiters | publisher=WWD | date=17 October 2013 | accessdate=20 November 2013 |last=Young |first=Vicki M.}}</ref> Gucci won permanent injunction, the "immediate surrender to Gucci of 155 domain names used in the counterfeiting operation", and an award of USD $144.2 million, which includes interest.<ref name="Gucci Awarded $144.2M Against Online Counterfeiters"/>
On 5 November 2013, the UK's Intellectual Property Office issued a ruling that Gucci has lost the rights to its GG trademark in the UK "to a version of the GG logo in four categories, which encompassed garments such as bracelets, shoulder bags, scarves and coats".<ref name="Gucci in Trademark Tussle in U.K.">{{cite web | url= http://www.wwd.com/fashion-news/fashion-scoops/trademark-tussle-7283696?src=nl/mornReport/20131120 | title=Gucci in Trademark Tussle in U.K. |publisher=WWD |date=20 November 2013 |last=Jones |first=Nina |accessdate=3 December 2015}}</ref> German clothing firm ] applied to revoke "the trademark on account of its 'nonuse' in the periods from 2003 through 2008 and 2007 through 2012".<ref name="Gucci in Trademark Tussle in U.K."/> However, "according to Gucci, the ruling does not affect the use of its GG logo in the region" because “Gucci is the owner of several other valid registrations for this mark, including a Community Trade Mark (covering the European Union) for its iconic GG logo and those rights are directly enforceable in the U.K."<ref name="Gucci in Trademark Tussle in U.K."/>
On 6 November 2013, Gucci won a trademark infringement and unfair competition activities lawsuit against ] in Nanjing Intermediate People’s Court of the ].<ref name="Guccio Gucci SpA Wins Trademark Case in China"/> Gucci claimed that Guess was " imitating its collections and image."<ref name="Guccio Gucci SpA Wins Trademark Case in China"/>
In December 2014, a Gucci subcontractor in Italy told Investigative Journalists that Gucci was aware it ] employed Chinese workers who worked as long as 14 hours a day.<ref>{{cite news|url= http://www.reuters.com/article/2014/12/22/us-kering-gucci-suppliers-idUSKBN0K01I120141222 |title=Gucci to check Chinese suppliers after TV exploitation charges |agency=Reuters |date=22 December 2014 |accessdate=3 December 2015}}</ref>


===Social===
is famous for producing controversial advertisements that many believe sexualizes and objectifies women. ] conducted research on advertisements and how they are consistently reinforcing common stereotypes of women.<ref name=":0">{{cite web|url=http://psych.hanover.edu/research/Thesis10/Uhlenbrock%20and%20George%20IS%20Final.pdf|title=Effects of Advertisements on Perceptions of Women's Leadership|last1=George, Uhlenbrock|first1=Jennifer, Michelle|accessdate=March 14, 2016}}</ref> He outlined different characteristics commonly found in media that tend to favor men over women. These stereotypes, which can all be found in Gucci’s advertisements, include relative size, ritualization of subordination, feminine touch, and function ranking.<ref name=":1" />
In 2008, Gucci launched the Gucci Tribeca Documentary Fund, an $80,000 fund to finance movies promoting social change and presented at the ].<ref>Peter B. Kaufman, Jen Mohan, {{Webarchive|url=https://web.archive.org/web/20211225160539/https://intelligenttelevision.com/files/15-the+economics+of+independent+film+and+video+distribution+in+the+digital+age(1).pdf |date=25 December 2021 }}, ''Intelligenttelevision.com'', 4 August 2008</ref> By 2011, the fund grew to $150,000, including $50,000 for a newly created Women Documentary Award.<ref>{{Cite web |title=Gucci, PPR, Tribeca create doc award |url=https://realscreen.com/2011/05/24/gucci-ppr-foundation-tribeca-team-up-for-spotlighting-women-doc-award/ |access-date=2020-09-18 |archive-date=3 March 2021 |archive-url=https://web.archive.org/web/20210303081722/https://realscreen.com/2011/05/24/gucci-ppr-foundation-tribeca-team-up-for-spotlighting-women-doc-award/ |url-status=live }}</ref> In 2011, with the ], Gucci also launched the 'Gucci Award for Women in Cinema' to underline the impact of women in film-making.<ref>Pat Eggleton, {{Webarchive|url=https://web.archive.org/web/20201125111233/https://www.italymagazine.com/italy/venice/new-gucci-award-women-cinema |date=25 November 2020 }}, ''Italymagazine.com'', 6 September 2010</ref>


From 2005 to 2015, Gucci donated $20 million to ]'s Schools for Africa program. Once Chime for Change was created, it became the funding vehicle of the Gucci-UNICEF partnership.<ref> {{Webarchive|url=https://web.archive.org/web/20200626065915/https://www.unicef.org/media/media_82165.html |date=26 June 2020 }}, ''Unicef.org'', 2 June 2015</ref> Chime for Change was founded in February 2013 by ], ] and ] as a global campaign for the improvement of education, health and justice for women worldwide.<ref>Sarah Karmali, {{Webarchive|url=https://web.archive.org/web/20200916224311/https://www.vogue.co.uk/gallery/beyonce-knowles-salma-hayek-gucci-chime-for-change-campaign-frida-giannini |date=16 September 2020 }}, ''Vogue.com'', 28 February 2013</ref> In June 2013, Chime for Change organized the Sound of Change Live concert which generated $4 million to fund 200 projects in 70 countries.<ref>{{cite web |date=2013-06-02 |title=Chime for Change: Women's voices, loud and clear: A star-studded |url=http://www.independent.co.uk/arts-entertainment/music/news/chime-for-change-womens-voices-loud-and-clear-a-star-studded-concert-returns-feminism-to-centre-8640802.html |access-date=2020-09-18 |work=The Independent |language=en |archive-date=26 October 2019 |archive-url=https://web.archive.org/web/20191026111926/https://www.independent.co.uk/arts-entertainment/music/news/chime-for-change-womens-voices-loud-and-clear-a-star-studded-concert-returns-feminism-to-centre-8640802.html |url-status=live }}</ref> In December 2013, Gucci inked a partnership with ] and ] to create the women-focused hackathon Chime Hack.<ref>{{cite web |title=Gucci Partners with Twitter and Women Who Code to Host #Chimehack, Creating Innovative Mobile App Solutions To Support Girls And Women |url=https://www.unicefusa.org/press/releases/gucci-partners-twitter-and-women-who-code-host-chimehack-creating-innovative-mobile |access-date=2020-09-18 |work=UNICEF USA |language=en |archive-date=29 November 2020 |archive-url=https://web.archive.org/web/20201129061203/https://www.unicefusa.org/press/releases/gucci-partners-twitter-and-women-who-code-host-chimehack-creating-innovative-mobile |url-status=live }}</ref>
Almost all of Gucci’s advertisements include a woman who is being dismembered to show off a certain part of her body, positioned in a way, that some would consider, sexualizes her body, or made much smaller in size to appear submissive to the counterpart (usually a male) in the ad. Jean Kilbourne describes how often advertisements are working to undermine women and place women in positions of passivity.<ref name=":1">{{cite web|url=http://www.mediaed.org/cgi-bin/commerce.cgi?preadd=action&key=241|title=Killing Us Softly 4|website=Media Education Foundation|last1=Kilbourne|first1=Jean|accessdate=March 3, 2016}}</ref> Many people find these advertisements offensive and in turn many organizations have publicly criticized Gucci. The Fashion Law, a fashion legal and business website, argues that the infamous line “sex sells” is proven through Gucci’s continual use of scandalous advertisements and correlating sales.<ref name=":2" />


Gucci sells a yellow t-shirt that reads "My Body My Choice" and redistributes its proceeds to Chime for Change.<ref>Keziah Weir, {{Webarchive|url=https://web.archive.org/web/20200809032159/https://www.vanityfair.com/style/2019/10/gucci-chime-for-change-initiative |date=9 August 2020 }}, ''Vanityfair.com'', 10 October 2019</ref> In July 2013, activist ] was commissioned to paint a mural on ] of a woman named Jessica, who is a survivor of ].<ref>{{cite web |title=Lydia Emily Paints for Chime For Change |url=http://www.muralconservancy.org/murals/jessicas-story |url-status=live |archive-url=https://web.archive.org/web/20140907234240/http://www.muralconservancy.org/murals/jessicas-story |archive-date=7 September 2014 |access-date=26 July 2013}}</ref> In January 2019, Chime for Change launched the murals campaign "To Gather Together" promoting ] and designed by the artist MP5.<ref> {{Webarchive|url=https://web.archive.org/web/20201127062200/https://www.designboom.com/design/gucci-chime-for-change-campaign-gender-equality-01-31-2019/ |date=27 November 2020 }}, ''Designboom.com'', 31 January 2019</ref> In 2020, Gucci launched an "Unconventional Beauty" ad campaign, including a model with ].<ref>{{Cite web |title=Teen model with Down syndrome featured in new Gucci ad campaign |url=https://www.today.com/style/gucci-unconventional-beauty-ad-model-down-syndrome-t186769 |access-date=2020-07-16 |website=Today.com |date=14 July 2020 |language=en |archive-date=19 July 2020 |archive-url=https://web.archive.org/web/20200719140423/https://www.today.com/style/gucci-unconventional-beauty-ad-model-down-syndrome-t186769 |url-status=live }}</ref>
Gucci became popular in the early 1920s by fashion designer , but the controversial advertisement did not begin until Tom Ford and subsequently Frida Giannini took over the business. In the early 1920s print ads were not nearly as popular in the fashion industry as they are today. After Frida Giannini became the creative director for the business sales reached an all-time high, in part due to the advertisements drawing mass amounts of attention to the brand name.<ref>{{cite web|url=http://www.adbrands.net/it/gucci_it.htm|title=Gucci (Italy)|website=adbrands.net|accessdate=March 14, 2016}}</ref>


During the ], Gucci pledged €2 million to two crowdfunding campaigns, the first to support the Italian ] Department, and the second for the COVID-19 Solidarity Response Fund.<ref>Chrisanthi Kaliviotis, {{Webarchive|url=https://web.archive.org/web/20201201233940/https://graziamagazine.com/articles/gucci-announces-e2-million-donation-in-support-of-two-crowdfunding-campaigns-to-fight-the-covid-19-pandemic/ |date=1 December 2020 }}, ''Graziamagazine.com'', 26 March 2020</ref>
In early 2003 Gucci produced a highly popular advertisement which pictured a super model with her pants pulled down and her pubic hair shaved into a “G”. The ] received countless complaints from people and organizations, including the director of mediawatchuk demanding the ad be banned due to his belief it was “harmful to society”.<ref>{{cite web|url=https://theadvertisingreviewblog.wordpress.com/2013/06/15/tom-ford-the-g-spot/|title=Gucci "The 'G' Spot"|website=the advertisingreviewblog|last1=barkingside01|accessdate=March 14, 2016}}</ref> Many believed that the outcry regarding the ad just fed the idea that Gucci was using sex to successfully sell their products.<ref name=":2">{{Cite web|url=http://www.thefashionlaw.com/home/the-year-sex-sells-but-fashion-advertising-is-changing|title=The Fashion Law|last=|first=|date=December 22, 2015|website=The Fashion Law|publisher=|access-date=March 20, 2016}}</ref> Although this was a point of contention between Gucci and the Advertising Standards Authority, scholars have shown that Gucci continues to walk the thin line between offensive and acceptable advertisements.


In 2023, Gucci reinforced its alliance with UNICEF with a new financial donation of 300,000 euros to the organization's Education Thematic Fund which seeks to ensure children's right to a 'high-quality' education globally.<ref>{{Cite web |title=Gucci supports children's education through UNICEF donation |url=https://fashionunited.uk/news/business/gucci-supports-children-s-education-through-unicef-donation/2023122173261 |access-date=19 January 2024 |website=Fashion United|date=21 December 2023 }}</ref><ref>{{Cite web |title=Gucci Supports UNICEF Education Program With Donation |url=https://wwd.com/fashion-news/fashion-scoops/gucci-supports-unicef-education-program-donation-1236088602/ |access-date=19 January 2024 |website=WWD|date=20 December 2023 }}</ref>
Despite the fact that Gucci’s ad was banned worldwide instantly, the Italian luxury brand still continues to publish controversial ads. In order to promote their Spring/Summer 2016 collection, Gucci used a short film and images with reference to a cult film about drug addiction.<ref name=":3">{{Cite web|url=http://www.dailymail.co.uk/femail/article-3408278/Gucci-s-new-campaign-appears-inspired-cult-film-teenage-heroin-addict.html|title=Is heroin chic back?|last=Brennan|first=Siofra|date=January 21, 2016|website=Daily Mail|publisher=|access-date=March 30, 2016}}</ref> The campaign advertisement depicted women dealing with drugs and prostitution. The film the Gucci ad is inspired by is based on a 14-year-old heroin addict and sex workers’s true story.<ref name=":3" /> A scene in the Gucci campaign takes place in a subway/railway station usually connected with prostitution and drug trade; in the film, the main character and her boyfriend sell their bodies at that same place called the Bahnhof Zoo.<ref name=":3" /> This advertisement received a lot of backlash primarily because one of their young models was unhealthily thin according to the Advertising Standards Authority.<ref>{{Cite web|url=https://www.theguardian.com/media/2016/apr/06/gucci-ad-banned-unhealthily-thin-model-asa|title=Gucci Ad Banned Over 'Unhealthily Thin' Model|last=|first=|date=|website=The Guardian|publisher=|access-date=March 30, 2015}}</ref> This advertisement may sound shocking to some, but to the advertisement industry it is a prime example of what they are supposed to do.<ref>{{Cite journal|last=Ford|first=Jennifer|date=March 28, 2008|title=Fashion advertising, men's magazines, and sex in advertising: A critical-interpretive study|url=http://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1245&context=etd|journal=Scholar Commons|doi=|pmid=|access-date=March 30, 2016}}</ref> William O'Barr argues that advertisements' main priority is to break through and draw the consumer's attention, regardless of what is deemed appropriate in society's eyes.<ref>{{cite web|url=https://muse.jhu.edu/journals/advertising_and_society_review/v007/7.2unit07.html|title=Representations of Masculinity and Femininity in Advertisements|website=Advertising and Society Review|last1=O'Barr|first1=William|accessdate=March 20, 2016}}</ref>


===Environment===
==Automobile collaborations==
In 2015, Gucci launched its own ] initiative.<ref>{{cite news |first=Scarlett |last=Conlon |date=2019-09-12 |title=Gucci goes carbon neutral in attempt to tackle climate crisis |language=en-GB |work=The Guardian |url=https://www.theguardian.com/environment/2019/sep/12/gucci-carbon-neutral-climate-crisis |access-date=2020-08-16 |issn=0261-3077 |archive-date=12 August 2020 |archive-url=https://web.archive.org/web/20200812023733/https://www.theguardian.com/environment/2019/sep/12/gucci-carbon-neutral-climate-crisis |url-status=live }}</ref> In October 2017, Gucci announced it would ban furs from its stores in 2018.<ref>David Reed, " {{Webarchive |url=https://web.archive.org/web/20171014234359/https://www.cnbc.com/2017/10/12/gucci-fur-ban-to-be-in-place-by-2018.html |date=14 October 2017}}," CNBC, 12 October 2017.</ref> In June 2018, the brand launched 'Equilibrium', its platform to communicate on its social and environmental efforts and progress.<ref>Alice Newbold, {{Webarchive|url=https://web.archive.org/web/20200922090318/https://www.vogue.co.uk/article/gucci-equilibrium |date=22 September 2020 }}, ''Vogue.co.uk'', 5 June 2018</ref> In June 2020, Gucci launched its first fully sustainable collection "Gucci Off the Grid".<ref>{{Cite web |title=From Gucci to Stella McCartney: Luxury Labels Leading the Charge on Sustainable Fashion |url=https://www.worth.com/from-gucci-to-stella-mccartney-luxury-labels-leading-the-charge-on-sustainable-fashion/ |access-date=21 September 2023 |website=Worth|date=3 April 2023 }}</ref> This collection included pieces made from organic, natural and sustainable materials like organic cotton, recycled steel as well as regenerated polyamide.<ref>{{Cite web |title=Gucci launches its first ever entirely sustainable collection |url=https://www.vogue.fr/fashion/article/gucci-off-the-grid-fashion-first-ever-entirely-sustainable-collection |access-date=21 September 2023 |website=Vogue|date=16 June 2020 }}</ref> In September 2022, Gucci received the Climate Action Award due to its devotion to environmental sustainability.<ref>{{Cite web |last=Leitch |first=Luke |date=27 September 2022 |title=The CNMI Sustainable Fashion Awards 2022 Closed Milan Fashion Week in Serious Style |url=https://www.vogue.com/article/the-cnmi-sustainable-fashion-awards-2022-closed-milan-fashion-week-in-serious-style |access-date=27 January 2023 |website=Vogue |archive-date=12 July 2023 |archive-url=https://web.archive.org/web/20230712065201/https://www.vogue.com/article/the-cnmi-sustainable-fashion-awards-2022-closed-milan-fashion-week-in-serious-style |url-status=live }}</ref> In 2023, Gucci obtained the Ellen MacArthur Foundation Award for Circular Economy at the Camera Nazionale della Moda Italiana (CNMI).<ref>{{Cite web |title=Gucci, Valentino and Chloé among recipients at CNMI's Sustainable Fashion Awards 2023 |url=https://fashionunited.uk/news/business/gucci-valentino-and-chloe-among-recipients-at-cnmi-s-sustainable-fashion-awards-2023/2023092571750 |access-date=20 October 2023 |website=Fashion United|date=25 September 2023 }}</ref><ref>{{Cite web |title=The CNMI Sustainable Fashion Awards 2023 |url=https://www.ellenmacarthurfoundation.org/cnmi-sustainable-fashion-awards/2023-award-winners |access-date=20 October 2023 |website=Ellen Macarthur Foundation}}</ref> In February 2023, Gucci announced the launch of the Circular Hub, it next-generation manufacturing hub optimized for ] and carbon efficiency.<ref>{{Cite news |title=Gucci Launches Sustainability Drive as European Fashion Regulation Looms |url=https://www.wsj.com/articles/gucci-launches-sustainability-drive-as-european-fashion-regulation-looms-65612f25 |access-date=26 January 2024 |website=The Wall Street Journal |last1=Kirby |first1=Joshua }}</ref> Later in October 2023, Gucci introduced the Horsebit 1955 bag made with Demetra, an animal-free material,<ref>{{Cite magazine |title=Gucci launches vegan Horsebit handbags |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a45683460/gucci-vegan-bags/ |access-date=26 January 2024 |magazine=Harper's Bazaar|date=13 December 2023 }}</ref><ref>{{Cite web |title=Gucci x Billie Eilish: A Sustainable Shift in Luxury Fashion |url=https://rain-mag.com/gucci-x-billie-eilish-a-sustainable-shift-in-luxury-fashion/ |access-date=26 January 2024 |website=Rain Magazine|date=30 October 2023 }}</ref><ref>{{Cite web |title=Gucci Tapped Billie Eilish to Launch First Animal-Free Bag |url=https://www.marieclaire.com/fashion/billie-eilish-gucci-campaign-demetra-horsebit-bag/ |access-date=26 January 2024 |website=Marie Claire|date=31 October 2023 }}</ref> which was awarded the prize for best vegan bag two months later by ].<ref>{{Cite web |title=PETA Fashion Awards 2023 : Isabel Marant, SMCP et Balenciaga parmi les lauréats |url=https://fashionunited.fr/actualite/business/peta-fashion-awards-2023-isabel-marant-smcp-et-balenciaga-parmi-les-laureats/2023121233770 |access-date=7 May 2024 |website=Fashion United}}</ref>


== In popular culture ==
]
=== Eponymous adjective ===
"Gucci" is often used as an eponymous adjective; for example, "I feel Gucci!" or "that’s so Gucci!" are used to describe feeling luxurious or referencing something as being luxurious.<ref>{{Cite news |last=Friedman |first=Vanessa |date=2018-02-22 |title=At Gucci, Dressing for the Post-Human World |language=en-US |work=The New York Times |url=https://www.nytimes.com/2018/02/22/style/gucci-alessandro-michele-milan-fashion-week.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=9 November 2020 |archive-url=https://web.archive.org/web/20201109031428/https://www.nytimes.com/2018/02/22/style/gucci-alessandro-michele-milan-fashion-week.html |url-status=live }}</ref><ref>{{Cite web |last=Borge |first=Jonathan |date=2019-04-12 |title=40 Popular Slang Words, Explained |url=https://www.oprahmag.com/entertainment/g23603568/slang-words-meaning/ |access-date=2020-08-16 |work=Oprah Magazine |language=en-US |archive-date=9 August 2020 |archive-url=https://web.archive.org/web/20200809224523/https://www.oprahmag.com/entertainment/g23603568/slang-words-meaning/ |url-status=live }}</ref> The earliest known instance of Gucci used in this sense is ] describing his bedroom as "very Gucci"<ref name=":0">{{Cite web |title=Gucci |url=https://www.merriam-webster.com/words-at-play/what-does-gucci-mean |url-status=live |archive-url=https://web.archive.org/web/20190306043625/https://www.merriam-webster.com/words-at-play/what-does-gucci-mean |archive-date=6 March 2019 |access-date=2019-03-03 |website=wmerriam-webster.com |language=en}}</ref> in the September 1999 issue of ''].<ref name=":0" />''


=== Movies ===
Aldo Gucci expanded into new markets including an agreement with ] (AMC). The automaker merged the worlds of couture and automobiles with the Gucci ].<ref>{{cite book |editor-last= Georgano|editor-first=G.N. | authorlink=G.N. Georgano |title=The Complete Encyclopedia of Motorcars 1885 to the present |publisher=Guild Publishing |year=1985 |page=93 }}</ref> Starting in October 1971,<ref>{{cite journal |url= https://books.google.com/books?id=UtgDAAAAMBAJ&pg=PA206&dq=Gucci+sportabout |title=AMC gets it together|pages=116–118, 206 |journal=Popular Mechanics |first=Robert |last=Lund |date=October 1971 |volume=136 |issue=4 |accessdate=3 December 2015}}</ref> the 1972 and 1973 model year Hornet compact "Sportabout" ]s became one of the first American cars to offer a special luxury ] created by a famous fashion designer.<ref>{{cite web|first=Jen |last=Dunnaway |title=Hot: Gucci-Edition Hornet Interior! |publisher=cardomain.com |date=10 April 2009|url= http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior/ |archiveurl= https://web.archive.org/web/20140313022445/http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior |archivedate=13 March 2014 |accessdate=3 December 2015}}</ref> Although coming from Italy where sleek ]s are more revered, Gucci put his special touch efforts on the Hornet station wagon with a rear lift gate and {{convert|60.8|cuft|l|0}} of cargo space inside.<ref>{{cite book|last=Foster |first=Patrick R. |title=American Motors – The Last Independent |publisher=Krause Publications |year=1993 |isbn=978-0-87341-240-7 |page=175 }}</ref> The Gucci versions came with the designer's signature red and green trim colors on well-padded beige-upholstered seating and on the interior door panels. The Gucci crest appeared on the inside front door panels and on the front fenders, while the "GG" trademark was on the headliner. Exterior color selections were limited to Snow White, Hunter Green, Grasshopper Green, and Yuca Tan.<ref>{{cite book |editor-last=Gunnell |editor-first=John |title=The Standard Catalog of American Cars 1946-1975 |publisher=Krause Publications |year=1987 |isbn=978-0-87341-096-0 |pages=42–45 }}</ref>
After initially announcing plans for a movie about the Gucci dynasty in 2007,<ref>Peter Popham, {{Webarchive|url=https://web.archive.org/web/20220706195506/http://www.independent.co.uk/arts-entertainment/films/features/cut-hollywood-turns-gucci-family-saga-into-an-epic-drama-763573.html |date=6 July 2022 }}, ''Independent.co.uk'', 7 December 2007</ref> filmmaker ] detailed specifics about his movie in November 2019; titled '']'', the movie would star ] as ] and ] as ].<ref>{{Cite web |last=Fleming |first=Mike Jr. |date=2019-11-01 |title=Lady Gaga, Ridley & Giannina Scott Team On Film About Assassination Of Gucci Grandson Maurizio; Gaga To Play Convicted Ex-Wife Patrizia Reggiani |url=https://deadline.com/2019/11/lady-gaga-ridley-scott-movie-maurizio-gucci-patrizia-reggiani-murder-gucci-family-giannina-scott-1202774518/ |access-date=2020-08-16 |work=Deadline |language=en |archive-date=4 September 2020 |archive-url=https://web.archive.org/web/20200904022917/https://deadline.com/2019/11/lady-gaga-ridley-scott-movie-maurizio-gucci-patrizia-reggiani-murder-gucci-family-giannina-scott-1202774518/ |url-status=live }}</ref> ''House of Gucci''{{'}}s world premiere took place at the ] in London on November 9, 2021.<ref>{{cite web |last=Krol |first=Charlotte |date=August 21, 2020 |title=Lady Gaga's 'Gucci' movie rounds out stellar cast with Adam Driver, Robert De Niro and more |url=https://www.nme.com/en_asia/news/film/lady-gagas-gucci-movie-rounds-out-stellar-cast-with-adam-driver-jared-leto-robert-de-niro-al-pacino-2735447 |url-status=live |archive-url=https://web.archive.org/web/20210205025748/https://www.nme.com/en_asia/news/film/lady-gagas-gucci-movie-rounds-out-stellar-cast-with-adam-driver-jared-leto-robert-de-niro-al-pacino-2735447 |archive-date=February 5, 2021 |access-date=March 1, 2021 |work=]}}</ref> The Gucci family heirs called Scott's movie "an insult to the legacy on which the brand is built today".<ref>{{Cite web |last=Vivarelli |first=Nick |date=2021-11-29 |title=Gucci Family Issues Fuming Statement Over Their Portrayal in Ridley Scott’s ‘House of Gucci’ |url=https://variety.com/2021/film/news/gucci-family-statement-house-of-gucci-ridley-scott-1235121226/ |access-date=2024-03-30 |website=Variety |language=en-US}}</ref> In 2000, ] had also announced plans to make a movie about the Gucci family.<ref>Hallie Levine, {{Webarchive|url=https://web.archive.org/web/20211029085215/https://nypost.com/2000/09/13/inside-the-deadly-gucci-family-feud-book-reveals-why-designing-woman-plotted-exs-murder/ |date=29 October 2021 }}, ''Nypost.com'', 13 September 2000</ref>


=== Guinness World Records ===
In 1979 and 1980, a ]-based ] sold Gucci edition of ] midsize ] luxury sedan. The exterior included a "facing double G" Gucci logo, an emblem actually featuring Guccio Gucci’s initials,<ref name="Logo" /> as a hood ornament and the c-pillar covered ]. The interior had a headliner of the logo and headrests adorned with the logo as well. The dashboard carried the "Gucci script" logo in bold lettering. Inside the trunk was a full set of Gucci luggage.
*1974: The ''Model 2000'' Gucci watch broke the record for selling more than one million units in two years.<ref name="Forden 2001 p"/>
*1998: The Gucci "Genius Jeans" set the record as the most expensive pair of jeans. The jeans were distressed, ripped, and covered with African-inspired beads and were priced at US$3,134 in Milan.<ref>Yara, Susan (30 November 2005). . Forbes. Retrieved 6 December 2014.</ref><ref>This record was surpassed in June 2005 by ]'s 115-year-old 501 jeans that sold to an anonymous Japanese collector for $60,000.</ref>


==Counterfeiting==
A 1989 Gucci Series of ] full size ] luxury sedan was scheduled to be offered, per pricing guides, but never came to fruition. Lincoln offered ], ], ], ], and ] designer editions during the 1970s and 1980s.
During the 1970s, the explosive popularity of Gucci turned the brand into a prime target of the counterfeiting industry.<ref name="Gucci 2016 p" /> The Gucci workshops elaborated the brindle pigskin tanning technique that became a Gucci signature, and a tanning process difficult to counterfeit. In 1977 alone, Gucci launched 34 lawsuits for counterfeiting.<ref name="Forden 2001 p" /> By the mid-1980s, the brand was involved in "thousands of confiscations and lawsuits all over the world".<ref>Jane Anderson, {{Webarchive|url=https://web.archive.org/web/20210203203248/https://www.csmonitor.com/1984/0612/061208.html |date=3 February 2021 }}, ''Csmonitor.com'', 12 June 1984</ref>


In 2013, the UK's Intellectual Property Office issued a ruling that Gucci had lost the rights to its GG trademark in the UK "to a version of the GG logo in four categories, which encompassed garments such as bracelets, shoulder bags, scarves and coats".<ref name="Gucci in Trademark Tussle in U.K.">{{cite web |last=Jones |first=Nina |date=20 November 2013 |title=Gucci in Trademark Tussle in U.K. |url=http://www.wwd.com/fashion-news/fashion-scoops/trademark-tussle-7283696?src=nl/mornReport/20131120 |url-status=live |archive-url=https://web.archive.org/web/20150108235820/http://www.wwd.com/fashion-news/fashion-scoops/trademark-tussle-7283696?src=nl%2FmornReport%2F20131120 |archive-date=8 January 2015 |access-date=3 December 2015 |publisher=WWD}}</ref> However, "according to Gucci, the ruling does not affect the use of its GG logo in the region" because "Gucci is the owner of several other valid registrations for this mark, including a Community Trade Mark (covering the European Union) for its iconic GG logo and those rights are directly enforceable in the U.K."<ref name="Gucci in Trademark Tussle in U.K." />
For 2011, marking the celebration of both the 150th anniversary of the ] and Gucci's 90th anniversary, Gucci and ] unveiled the special edition 500 by Gucci. Available in two versions; Black and White. The black version has detailing in shiny chrome with an interior that contrasts sharp black and white for a contemporary and racy feel, whilst the white version complete with satin chrome detailing and ivory and black interior creates a softer look.{{citation needed|date=January 2013}}


In November 2008, the website TheBagAddiction.com was shut down after being sued by Gucci for selling counterfeit products.<ref>Rebecca R. Younger, {{Webarchive|url=https://web.archive.org/web/20201128233148/https://via.library.depaul.edu/cgi/viewcontent.cgi?article=1093&context=jatip |date=28 November 2020 }}, ''Depaul.edu'', 2011</ref> In 2013, Gucci cracked down on 155 domain names used by counterfeiters to sell fake Gucci products.<ref name="Gucci Awarded $144.2M Against Online Counterfeiters">{{cite web |url=http://www.wwd.com/business-news/legal/gucci-awarded-1442m-against-online-counterfeiters-7231465 |title=Gucci Awarded $144.2M Against Online Counterfeiters |publisher=WWD |date=17 October 2013 |access-date=20 November 2013 |last=Young |first=Vicki M. |archive-url=https://web.archive.org/web/20131020124440/http://www.wwd.com/business-news/legal/gucci-awarded-1442m-against-online-counterfeiters-7231465 |archive-date=20 October 2013 |url-status=live}}</ref> In 2015, Gucci's parent company ] sued the Chinese website ] for listing a lot of "obviously fake Gucci products" on its website.<ref>{{cite web |url=https://www.bbc.com/news/technology-32781236 |title=Gucci sues Alibaba over 'counterfeit goods |work=BBC |date=18 May 2015 |access-date=5 February 2022 |archive-date=10 June 2021 |archive-url=https://web.archive.org/web/20210610195108/https://www.bbc.com/news/technology-32781236 |url-status=live }}</ref> In April 2016, Gucci's anti-counterfeiting legal actions backfired when the targeted products were ] shaped exactly like Gucci products and burned by Chinese people during the ancestral ] tradition.<ref>{{cite web |last=Bain |first=Marc |title=Gucci is taking its fight against counterfeiting to the next frontier: the afterlife |url=https://qz.com/673277/gucci-is-taking-its-fight-against-counterfeiting-to-the-next-frontier-the-afterlife/ |access-date=2020-09-18 |work=Quartz |date=29 April 2016 |language=en |archive-date=4 August 2020 |archive-url=https://web.archive.org/web/20200804150101/https://qz.com/673277/gucci-is-taking-its-fight-against-counterfeiting-to-the-next-frontier-the-afterlife/ |url-status=live }}</ref> In April 2017, Gucci won a lawsuit against 89 Chinese websites selling fake Gucci products.<ref>{{cite web |first=Cecilia |last=Esposito |url=https://www.nssmag.com/en/fashion/11011/gucci-won-9-million-in-a-lawsuit-for-counterfeiting |title=Gucci won $9 million in a lawsuit for counterfeiting |publisher=NSS magazine |date=20 April 2017 |access-date=5 February 2022 |archive-date=30 November 2021 |archive-url=https://web.archive.org/web/20211130095545/https://www.nssmag.com/en/fashion/11011/gucci-won-9-million-in-a-lawsuit-for-counterfeiting |url-status=live }}</ref> In October 2018, Marco Bizzarri warned the Chinese ecommerce giants ] and ] that Gucci could not open shop on their websites as long as they would not remove the many fake Gucci products out of their listings.<ref>Tom Hancock, {{Webarchive|url=https://web.archive.org/web/20201202232225/https://www.ft.com/content/5d75fe48-d05d-11e8-a9f2-7574db66bcd5 |date=2 December 2020 }}, ''Ft.com'', 15 October 2018</ref> In December 2019, Gucci sued three dozen websites selling fake Gucci products.<ref>{{cite web |last1=Sundar |first1=Sindhu |date=2019-12-06 |title=Gucci Goes After Alleged Counterfeiters in New Suit |url=https://wwd.com/fashion-news/fashion-scoops/gucci-counterfeits-lawsuit-florida-1203391860/ |access-date=2020-09-18 |website=WWD |language=en |archive-date=5 September 2020 |archive-url=https://web.archive.org/web/20200905185709/https://wwd.com/fashion-news/fashion-scoops/gucci-counterfeits-lawsuit-florida-1203391860/ |url-status=live }}</ref> In 2023, Gucci USA filed a lawsuit against ], ] and ] for selling counterfeit Gucci products.<ref>{{Cite web |last=Clark |first=Evan |date=2023-11-21 |title=Gucci Sues Several Retailers, Alleging They Sold Counterfeit Products |url=https://wwd.com/business-news/legal/gucci-sues-sams-club-lord-taylor-century-21-counterfeit-bags-1235947164/ |access-date=2024-03-30 |website=WWD |language=en-US}}</ref>
==Partnerships==
Gucci has had a partnership with ] since 2005.<ref>{{cite web |url=http://www.unicef.org/corporate_partners/index_40631.html |title=UNICEF International partnerships: Gucci |publisher=UNICEF |accessdate=25 December 2009}}</ref> Gucci stores worldwide donate a percentage of the sales for special collections made specifically for UNICEF to go toward the United Nations Children's Fund. The annual Gucci Campaign to Benefit UNICEF supports education, healthcare, protection and clean water programs for orphans and children affected by HIV/AIDS in sub-Saharan Africa. For the campaign in 2009, ] promoted a children's book, "Snowman in Africa" with proceeds going to UNICEF. In five years, Gucci donated over $7&nbsp;million to UNICEF. Gucci is the largest corporate donor to UNICEF's "Schools for Africa" that was established in 2004 by UNICEF, the Nelson Mandela Foundation, and the Hamburg Society. Its goal is to increase access to basic schooling for all, with a special emphasis on children orphaned by HIV/AIDS and children living in extreme poverty.


==Controversies==
==Chime for Change==
In April 2016, the ] banned a Gucci online video ad because it starred an "unhealthily thin" model.<ref>{{cite web |first=Mark |last=Sweney |url=https://www.theguardian.com/media/2016/apr/06/gucci-ad-banned-unhealthily-thin-model-asa |title=Gucci ad banned over 'unhealthily thin' model |work=The Guardian |date=6 April 2016 |access-date=5 February 2022 |archive-date=15 December 2016 |archive-url=https://web.archive.org/web/20161215012146/https://www.theguardian.com/media/2016/apr/06/gucci-ad-banned-unhealthily-thin-model-asa |url-status=live }}</ref>


In February 2019, Gucci removed a black ] sweater with a rollup collar and a cut-out red-lipped mouth from its shelves after it had been compared to a ] costume<ref>Whitney Bauck, {{Webarchive|url=https://web.archive.org/web/20230712065208/https://fashionista.com/2019/02/gucci-blackface-sweater-controversy|date=12 July 2023}}, ''Fashionista.com'', 7 February 2019</ref><ref>{{Cite web |last=Holcombe |first=Madeline |date=7 February 2019 |title=Gucci apologizes after social media users say sweater resembles blackface |url=https://www.cnn.com/2019/02/07/us/gucci-blackface-sweater/index.html |url-status=live |archive-url=https://web.archive.org/web/20190208055418/https://www.cnn.com/2019/02/07/us/gucci-blackface-sweater/index.html |archive-date=8 February 2019 |access-date=2019-02-08 |work=CNN}}</ref> (Michele was inspired by ] but still apologized).<ref>Sarah Young, {{Webarchive|url=https://web.archive.org/web/20201002170905/https://www.independent.co.uk/life-style/fashion/gucci-blackface-scandal-jumper-apology-racism-controversy-alessandro-michele-creative-a8776641.html|date=2 October 2020}}, ''Independent.co.uk'', 13 February 2019</ref> To address this issue, Gucci launched the 'Gucci North America Changemakers Scholarship' program dedicated to foster diversity within the fashion industry with a $5-million annual fund to support non-profits and community-based programs involved with "the African-American community and communities of color at-large".<ref>Sandra Song, {{Webarchive|url=https://web.archive.org/web/20200806134217/https://www.papermag.com/gucci-changemakers-program-2632069196.html|date=6 August 2020}}, ''Papermag.com'', 19 March 2019</ref> Two months later, the ] community in ] criticized Gucci's cultural appropriation of a religious item when the Italian brand commercialized ]s at $800 apiece.<ref>Kimberly Yam, {{Webarchive|url=https://web.archive.org/web/20200529070957/https://www.huffpost.com/entry/sikhs-speak-out-against-guccis-800-turban_n_5cdd8eb0e4b01571365d94c5|date=29 May 2020}}, ''Huffpost.com'', 16 May 2019</ref> Gucci appointed a Global Head of Diversity to address the brand's latest issues with cultural diversity<ref>Ellie Violet Bramley, {{Webarchive|url=https://web.archive.org/web/20200910200522/https://www.theguardian.com/fashion/2019/jul/30/gucci-hires-diversity-chief-after-criticism-over-insensitive-designs|date=10 September 2020}}, ''Theguardian.com'', 30 July 2019</ref> and launched a $1.5-million scholarship program for US students traditionally underrepresented in the fashion industry.<ref>{{cite web |date=2019-10-07 |title=Gucci launches diversity US scholarship program |url=https://apnews.com/471c3225529246db8ab05a3234de9776 |url-status=live |archive-url=https://web.archive.org/web/20201124065555/https://apnews.com/471c3225529246db8ab05a3234de9776 |archive-date=24 November 2020 |access-date=2020-09-18 |work=AP NEWS}}</ref>
Launched in February 2013, the "Chime for Change" campaign<ref>{{cite web |url=http://www.chimeforchange.org |title=CHIME FOR CHANGE}}</ref> works to further the global campaign for girls' and women's empowerment. Gucci has funded over 210 projects in 81 countries through via this initiative.


During a September 2019 show that mimicked a défilé of mental patients, catwalk model Ayesha Tan Jones held up her hands on which "mental health is not fashion" was written, a reaction to the brand's inappropriate commercial use of the imagery of mental illness.<ref>{{cite web |last=Mallenbaum |first=Carly |title=Model protests Gucci runway that featured straitjackets: 'Mental health is not fashion' |url=https://www.usatoday.com/story/life/fashion/2019/09/24/model-protests-gucci-show-straitjackets-mental-health-not-fashion/2435086001/ |url-status=live |archive-url=https://web.archive.org/web/20200921234558/https://www.usatoday.com/story/life/fashion/2019/09/24/model-protests-gucci-show-straitjackets-mental-health-not-fashion/2435086001/ |archive-date=21 September 2020 |access-date=2020-09-18 |work=USA Today |language=en-US}}</ref> Kering paid a $1.25 billion tax settlement in Italy following Gucci's 2011–2017 tax irregularities.<ref>{{cite web |last1=Parodi |first1=Emilio |last2=White |first2=Sarah |date=9 May 2019 |title=Gucci owner Kering agrees record Italian tax settlement |url=https://www.reuters.com/article/us-kering-tax-italy/gucci-owner-kering-agrees-record-italian-tax-settlement-idUSKCN1SF1X9 |archive-url=https://web.archive.org/web/20210907055115/https://www.reuters.com/article/us-kering-tax-italy/gucci-owner-kering-agrees-record-italian-tax-settlement-idUSKCN1SF1X9 |archive-date=7 September 2021 |access-date=5 February 2022 |website=Reuters.com}}</ref>
In 2013, it was announced that ] would work with ] and ] on the campaign that aims to spread female empowerment. The campaign, which aired on February 28, was set to new music by Knowles.<ref>{{cite web|last=Karmali|first=Sarah|title=Beyoncé Leads New Gucci Empowerment Campaign|url=http://www.vogue.co.uk/news/2013/02/28/beyonce-knowles-salma-hayek-gucci-chime-for-change-campaign-frida-giannini|work=]|date=February 28, 2013| accessdate=March 12, 2013}}</ref> A concert for the cause took place on June 1, 2013 in ]<ref>{{cite web|last=Talarico|first=Brittany|title=Katy Perry, Blake Lively Join Beyoncé and Gucci to Empower Women|url=http://stylenews.peoplestylewatch.com/2013/04/17/katy-pery-blake-lively-beyonce-gucci-campaig/|work=People|accessdate=April 22, 2013|date=April 17, 2013}}</ref> and included other acts like ], ], ], ] and ].<ref>{{cite web|title=Julia Roberts, Ben Affleck, Cameron Diaz And Gwyneth Paltrow Lead A Cast Of Famous Faces Counting Down To The Sound Of Change Live |author=<!--Staff writer(s); no by-line.--> |url=http://dev.chimeforchange.org/wp-content/uploads/2014/02/THE_SOUND_OF_CHANGE_PSA_Release_For_Review_29.05.13.pdf |website=Chime For Change |accessdate=2015-02-16 |date=2013-05-29 |location=London, UK}}</ref> The concert raised over $130,000.


In November 2023, in response to Gucci's October decision to move 153 of 219 design employees from Rome to Milan by March 2024, 50 employees went on a one-day strike in the first industrial action against the company in its 102-year history.<ref>{{Cite news |last=Tondo |first=Lorenzo |date=2023-11-27 |title=Gucci design staff strike in protest at plan to relocate to Milan |language=en-GB |work=The Guardian |url=https://www.theguardian.com/fashion/2023/nov/27/gucci-design-staff-strike-in-protest-at-plan-to-relocate-from-rome-to-milan |access-date=2023-11-28 |issn=0261-3077}}</ref> Trade union representatives say the workers intend to protest throughout the month of November 2023.<ref>{{Cite web |last=Carlo |first=Andrea |date=2023-11-27 |title=A 'stitch-up': What's at stake for Gucci as Rome workers strike |url=https://www.euronews.com/culture/2023/11/27/gucci-employees-strike-whats-at-stake-for-the-italian-fashion-titan |access-date=2023-11-28 |website=euronews |language=en}}</ref>
In July 2013, activist ] was commissioned to paint a mural on ] of a woman named Jessica, who is a survivor of ]. She currently works for the Mary Magdalene Project – an organization which has been helping women leave the ] since 1980.<ref>{{cite web |url=http://www.muralconservancy.org/murals/jessicas-story |title=Lydia Emily Paints for CHIME FOR CHANGE}}</ref>

==Gucci Museo==
Gucci opened a 1,715 square metre museum charting its 90-year history; Gucci Museo is located within the Palazzo della Mercanzia overlooking the ].<ref> Accessed 9/3/2015</ref>


== See also == == See also ==
{{Portal|Fashion}}
* ]
* ] *]
*]
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== Bibliography ==
*{{cite book |first=Sara G. |last=Forden |title=The House of Gucci: A Sensational Story of Murder, Madness, Glamour, and Greed |publisher=Custom House |date=2001 |isbn=978-0060937751}}
*{{cite book |first=Patricia |last=Gucci |title=In the Name of Gucci: A Memoir |publisher=Crown Archetype |date=2016 |isbn=978-0804138932}}
*{{cite book |first=Jenny |last=Gucci |title=Gucci Wars: How I Survived Murder and Intrigue at the Heart of the World's Biggest Fashion House |publisher=John Blake |date=2008 |isbn=978-1844545322}}


== References == == References ==
{{Reflist|30em}} {{Reflist}}


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Latest revision as of 21:22, 6 January 2025

Italian luxury fashion house For other uses, see Gucci (disambiguation).

Guccio Gucci S.p.A.
[REDACTED]
Gucci NYC Flagship store
Trade nameGucci
Company typeSubsidiary (S.p.A.)
IndustryFashion
Founded1921; 104 years ago (1921) in Florence, Tuscany, Italy
FounderGuccio Gucci
HeadquartersVia Tornabuoni 73/R
50123 Florence
Italy
43°46′17″N 11°15′04″E / 43.77139°N 11.25111°E / 43.77139; 11.25111
Number of locations528 (2022)
Key peopleCEO: Stefano Cantino
Creative Director: Sabato de Sarno
Revenue9.9 billion (2023)
Number of employees20,711 (2022)
ParentKering
Websitewww.gucci.com Edit this at Wikidata

Guccio Gucci S.p.A., doing business as Gucci (/ˈɡuːtʃi/ GOO-chee, Italian: [ˈɡuttʃi]), is an Italian luxury fashion house based in Florence, Italy. Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and branding to Coty for fragrance and cosmetics under the name Gucci Beauty.

Gucci was founded in 1921 by Guccio Gucci (1881–1953) in Florence, Tuscany. Under the direction of Aldo Gucci (son of Guccio), Gucci became a worldwide-known brand, an icon of the Italian dolce vita period. Following family feuds during the 1980s, the Gucci family was entirely ousted from the capital of the company by 1993. After this crisis, the brand was revived and in 1999 Gucci became a subsidiary of the French conglomerate PPR, which later renamed itself to Kering.

In 2023, Gucci operated 538 stores with 20,711 employees, and generated €9.9 billion in sales. Stefano Cantino has been CEO of Gucci since October 2024, and Sabato De Sarno creative director since January 2023.

History

1921 birth in Florence

See also: Guccio Gucci
The founder Guccio Gucci

The Gucci family claims its origins are rooted in the merchant city of Florence since around 1410. Guccio Giovanbattista Giacinto Dario Maria Gucci (1881–1953) left Florence for Paris, and settled in London in 1897 to work at the high-end Savoy Hotel. While working as a bellhop there, he would load/unload the luggage of the hotel's wealthy clients, learning about their tastes in fashion, quality, fabrics, and traveling conditions. He later worked four years for the Compagnie des Wagons-Lits, the European rail company that specialized in upscale travel leisure, thus further enhancing his experience with luxurious traveling lifestyles. After World War I, he worked for the maker of fine luggage Franzi.

In 1921, Guccio Gucci bought his own shop on Via della Vigna Nuova in Florence, Azienda Individuale Guccio Gucci, where he sold imported leather luggage. He also opened a small workshop to have his own leather goods made by local craftsmen. Eventually, a larger workshop had to be acquired to house Gucci's sixty artisans. In 1935, the invasion of Ethiopia by Mussolini led the League of Nations to impose a trade embargo on Italy. Leather became scarce, pushing Guccio Gucci to introduce other fabrics in the composition of the products, such as raffia, wicker, wood, linen and jute. The rombi motif, a Gucci signature, was created. The Guccis developed a new tanning technique to produce "cuoio grasso", which became a Gucci trademark. In 1937, Gucci launched its handbags.

Guccio's wife and children all worked in the shop. Aldo, the son of Guccio, became increasingly involved in the family company since he started working there in 1925. He convinced his father to grow by opening a new shop in Rome (21 Via Condotti) in 1938, and launched more Gucci accessories (gloves, belts, wallets, keychains). During World War II, the artisans of Gucci worked on making boots for the Italian infantry.

The company made handbags of cotton canvas rather than leather during World War II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the family name, became synonymous with the city of Florence.

Post-war Dolce Vita

See also: Aldo Gucci and Rodolfo Gucci
Bamboo bag

After the war, Guccio Gucci distributed the shares of the company to his three sons (Aldo, Vasco and Rodolfo). In 1947, Gucci launched the Bamboo bag. The bag created using lightweight bamboo for handles was a response to continued post-war material scarcity. The brand launched its first global tagline, Quality is remembered long after price is forgotten. The iconic moccasins (Gucci loafer) were launched in 1952. Guccio Gucci died on 2 January 1953 in Milan. In November 1953, Gucci opened its first US store on 5th Avenue and 58th Street in New York. A second NY shop opened in the Saint Regis Hotel in 1960, and a third on 5th Avenue and 54th Street in 1973, leading the locals to call this NY area "Gucci City".

In 1961, Gucci opened stores in London and Palm Beach, and launched the Jackie Bag. In March 1963, Gucci opened its first French store near Place Vendôme in Paris. The double-G logo for belt buckles and other accessory decorations was introduced in 1964. The Flora scarf was designed in 1966 by Rodolfo Gucci and Vittorio Accornero for Grace Kelly, Princess of Monaco, who became a notable consumer of Gucci products. In October 1968, Gucci opened a store at 347 Rodeo Drive, driving many Hollywood stars to endorse the brand. With the Rodeo Drive opening came the launch of Gucci's first dresses. Gucci's breakthrough in the United States led to its global development in Asia (Tokyo opening in 1972, Hong Kong in 1974) and the Middle East. In Brussels, Aldo's son Roberto piloted the first Gucci franchised store. By 1969, Gucci was managing ten shops in the United States. 84,000 Gucci moccasins were sold in the US alone that year. US President John F. Kennedy called Aldo Gucci the "first Italian ambassador to the United States".

Gucci launched a Rolls-Royce luggage set in 1970 and partnered with American Motors Corporation (AMC) to create the Gucci version of the AMC Hornet that was marketed during the 1971, 1972, and 1973 model years. The Gucci Sportabout wagon became one of the first American cars to offer a special luxury trim package created by a famous fashion designer. Gucci launched Gucci Perfumes (Il Mio Profumo) and its first watch (Model 2000) in 1972, its first franchised store in the US in 1973, and opened the Gucci Galleria in its Beverly Hills store in 1977, a private art gallery adjoined to the store and reserved to premium clients who were given a golden key to access it. From 1978 to 1984 a Miami-based coachbuilder marketed a Gucci edition of the Cadillac Seville sedan (the 1978 model is exhibited at the Gucci Museum).

In 1985, the Gucci loafer became part of the permanent collection of the New York Moma.

1980s Gucci's family feud

See also: Maurizio Gucci

In 1969, Giorgio, the son of Aldo, had sparked the first family feud by launching Gucci Boutique on his own, which was finally reabsorbed by the family group in 1972. During the 1980s, the Gucci saga eroded the family-held top management of the company and fed the press headlines. Paolo Gucci, son of Aldo, tried to launch the brand Gucci Plus on his own. Aldo was criticized for developing most of the international business under Gucci America, which he owned. In 1982, to ease tensions in the family, the Gucci group was consolidated and became a publicly traded company, Guccio Gucci SpA. In May 1983, Rodolfo died. His son Maurizio Gucci inherited his father's majority stake in the company and launched a legal war against his uncle Aldo for full control of Gucci (a prosecution led by the city prosecutor Rudolph Giuliani, and with Domenico de Sole representing the Gucci family). Maurizio Gucci took over the company's direction. In 1986, Aldo Gucci, 81, with only 16.7% of Gucci left in his possession, was sentenced to a year in prison for tax evasion (in a prison where Albert Nipon was also an inmate). The artwork of the Gucci Galleria was liquidated. In 1988, Maurizio Gucci sold almost 47.8% of Gucci to the Bahrain-based investment fund Investcorp (owner of Tiffany since 1984), and withheld the other 50%.

Despite the family disputes, between 1981 and 1987, the sales of trademarked Gucci products reached $400 million, and $227 million in 1990 alone. The 1980s were characterized by a mass-production of Gucci products, which generated revenue but negatively affected Gucci's position as an exclusive luxury brand. Maurizio Gucci hired Dawn Mello to put Gucci back on tracks.

From 1991 to 1993, Gucci's finances were still in the red. Maurizio Gucci was blamed for spending extravagant amounts of money on the company's headquarters in Florence (Via delle Caldaie palazzo) and in Milan. Investcorp bought the remaining 50% of Guccio Gucci S.p.A. from Maurizio Gucci in 1993, ending the family involvement in the group. In March 1995, Maurizio Gucci was shot dead in the lobby of Gucci's Milan office. His ex-wife Patrizia Reggiani served 16 years in jail for hiring the hitman to murder him.

Porno Chic Revival

See also: Tom Ford and Domenico De Sole

Dawn Mello was hired in November 1989 as Gucci's executive vice president and chief designer. She reduced the number of stores from over 1,000 to 180 in a move to rebuild the brand's exclusivity. She also reduced the number of items sold by Gucci from 22,000 to 7,000. She revived the Bamboo bag and the Gucci loafer. She moved Gucci's headquarters back from Milan to Florence, where the history of Gucci is deeply rooted.

Dawn Mello hired Tom Ford to oversee the women's ready-to-wear collection. In 1994, Tom Ford was named creative director of Gucci. Ford and Mello revisited the 1970s archives of the brand. Ford's 1995 collection, which included the sensual white dresses with provocative cut-outs, became an instant hit. Revived through the hot-bod hedonism of Tom Ford's creations, Gucci also launched provocative products in limited edition such as silver handcuffs, a G-string and provocative ad campaigns such as the G logo shaved on pubic hair.

Gucci dress

Domenico De Sole, legal adviser to the Gucci family since the 1980s and CEO of Gucci since 1994, campaigned for Gucci's leather manufacturers in Italy to keep working together and developed a partners' program to strengthen their ties. He reviewed the pricing of each product and gradually raised Gucci's advertising budget from $6 million in 1993 to $70 million in 1997. In October 1995, the company was publicly indexed on the New York Stock Exchange with an initial stock value set at US$22. Then, from 1995 to 1997, Investcorp sold its interests in Gucci for around US$1.9 billion.

LVMH-PPR struggle over Gucci

By January 1999, the French luxury conglomerate LVMH, which had been buying shares of Gucci discreetly since 1995, reached 34% ownership in Gucci Group NV. Seeking a way out of LVMH's control, Tom Ford and Domenico De Sole turned to the French financier François Pinault and his group Pinault Printemps Redoute, which later became Kering, for an emergency exit. In March, Pinault's group bought out 40% of Gucci at $75 a share, and LVMH's shares decreased to 20.7% in a dilution process. Through the deal, PPR also purchased Yves Saint Laurent from Sanofi and sold it back for the same price to the Gucci Group. This coup d'état in the fashion world launched a cold war between LVMH and the new Gucci-PPR coalition. A tension occurred in December 2000 when Gucci bought 51% of Alexander McQueen's couture house, as McQueen was also the creative designer of LVMH's Givenchy at that time. The feud around Gucci ended in September 2001 when all parties reached an agreement. By the end of 2003, Tom Ford and Domenico De Sole made it official that they would not renew their contract with Gucci-PPR that ended in April 2004.

Following Ford's departure, Gucci Group retained three designers to continue the success of the company's flagship label: John Ray, Alessandra Facchinetti and Frida Giannini, all of whom had worked under Ford's creative direction. Facchinetti was elevated to Creative Director of Women's wear in 2004 and designed for two seasons before leaving the company. Ray served as Creative Director of Menswear for three years. Frida Giannini – a Gucci handbag designer since 2002, head of accessories since 2004, and creative director of women's ready-to-wear and accessories since 2005 – was appointed creative director of Gucci in 2006. Patrizio di Marco, formerly CEO of Bottega Veneta, was named CEO of Gucci in 2008. Both acclaimed and criticized for perpetually revisiting Tom Ford's archives, Frida Giannini eventually toned down Ford's explosive 'Porno Chic' props over the years "from sexy to sensual", and started to experiment with 'androgynous Bohemian' styles with a 19th-century reminiscence. She also developed "neo-classics" such as the New Bamboo and the New Jackie handbags. Patrizio di Marco focused on the post-2008 crisis with fewer styles and more midrange products. In 2010, Gucci launched a partnership with the auction house Christie's to develop a wider repository of the brand's archives and provide an authenticity certification service. In 2011, the company opened the Gucci Museum (Gucci Museo) in Florence to celebrate its 90th anniversary. Between 2010 and 2015, 220 new Gucci stores opened, bringing the total store count to 500.

Brand Renaissance

Two ensembles by Alessandro Michele for Gucci, on display at the Metropolitan Museum of Art in New York, 2019.

In December 2014, Marco Bizzarri, former CEO of Bottega Veneta, was named CEO of Gucci. He was tasked to reverse Gucci's declining sales by giving a new impetus to the brand. In January 2015, Bizzarri appointed Alessandro Michele as the creative director of Gucci. Alessandro Michele had been working for Gucci since 2002, and he served as Frida Giannini's deputy and head accessories designer. During the Fall show of February 2015, Alessandro Michele introduced "a different Gucci", one with a "sophisticated, intellectual and androgynous feel".

Alessandro Michele launched the Renaissance of Gucci. He revived Gucci classics, such as the double-G logo, the Jackie O. bag, and more; he also created iconic products like the Dionysus handbag. With a feminized menswear line, a strong feminist stance, and a 'geek-chic' style, Alessandro Michele introduced postgender props for Gucci.

In September 2016 Gucci inaugurated the Gucci Hub, its new Milan headquarters, built in the former Caproni aeronautical factory. In July 2017, Gucci announced the launch of Gucci Décor, which was the first time the brand tested itself in the home decoration segment. In April 2018, Gucci inaugurated the ArtLab, a 37,000-square-metre center of innovation outside Florence in Italy, where new leather goods and materials, footwear, metal hardware, and packaging are developed and tested. In November 2018, Gucci opened the Gucci Wooster Bookstore in New York, a 2,000-book shop curated by the founder of Dashwood Books David Strettell. In April 2019, the company launched Gucci 9, a 500-employee network of 6 call centers worldwide for high-end customer service. Gucci also revived its makeup collection and launched its first fine jewelry collection. In December 2020, following an agreement between Kering and Alibaba, Gucci launched two stores (fashion and beauty) on Tmall. On November 23, 2022, Alessandro Michele left the post of creative director of Gucci.

In January 2023, Sabato de Sarno was appointed creative director of Gucci to "reestablish Gucci's edge" and "restore its brand equity", after the Bizzarri/Michele success had also eroded Gucci's luxury glow. His first collection, dubbed 'Gucci Ancora' (Italian for 'Gucci again') introduced a new It color, the Gucci Rosso Ancora, a velvet burgundy with an oxblood hue. For The New York Times' fashion journalist Vanessa Friedman, the collection was "not a major statement, but rather a cleansing interregnum after the overblown muchness of Mr. Michele's tenure", marking the dawn of a "new era of pragmatism" for the brand. During this creative reboot, the company launched a phase of restructuring and consolidation and in July 2023, Jean-François Palus replaced Marco Bizzarri as CEO of Gucci to drive the transition. Sales dropped 6% in 2023, a "trying year" according to Kering's CEO François-Henri Pinault. In October 2024, Stefano Cantino took over as CEO.

Corporate structure

Gucci's holding company Guccio Gucci S.p.A. is based in Florence, Italy, and is a subsidiary of the French luxury group Kering. In 2023, Gucci operated 538 stores for 20,711 employees, and generated €9.9 billion in revenue (down from €10.5 billion in 2022).

Governance

In the history of Gucci, up until the end of the Gucci family era, the design, promotion, and production of Gucci products were handled by the members of the Gucci family.

CEO
  • Since 2024: Stefano Cantino
  • 2023-2024: Jean-François Palus
  • 2014-2023: Marco Bizzarri
  • 2008–2014: Patrizio di Marco
  • 2004–2008: Mark Lee
  • 1994–2004: Domenico De Sole
Creative designers

Initiatives

Culture

In 2011, the company opened the Gucci Museum (Gucci Museo) inside the 14th-century Palazzo della Mercanzia in Florence to celebrate its 90th anniversary. In 2016, Alessandro Michele curated two additional rooms dedicated to Tom Ford's collections. In January 2018, following a renovation, the Gucci Museum reopened with a new name, the Gucci Garden, and a new restaurant within its walls, the Gucci Osteria, managed by Massimo Bottura. The Gucci Osteria was awarded one Michelin star in November 2019. In February 2020, a second Gucci Osteria opened on the rooftop of the Gucci Rodeo Drive store in Los Angeles. In March 2022, Gucci opened a "small but opulent" cocktail bar, the Gucci Giardino 25 in Florence.

In April 2017, Gucci financed the restoration of the Boboli Gardens at the Uffizi Gallery in Florence. In June 2019, Gucci financed the restoration of the historic Rupe Tarpea and Belvedere Gardens in Rome. In November 2022, Gucci pledged a three-year donation to help restore and preserve the Gyeongbokgung Palace in South Korea.

Social

In 2008, Gucci launched the Gucci Tribeca Documentary Fund, an $80,000 fund to finance movies promoting social change and presented at the Tribeca Film Festival. By 2011, the fund grew to $150,000, including $50,000 for a newly created Women Documentary Award. In 2011, with the Venice Film Festival, Gucci also launched the 'Gucci Award for Women in Cinema' to underline the impact of women in film-making.

From 2005 to 2015, Gucci donated $20 million to UNICEF's Schools for Africa program. Once Chime for Change was created, it became the funding vehicle of the Gucci-UNICEF partnership. Chime for Change was founded in February 2013 by Frida Giannini, Salma Hayek and Beyoncé as a global campaign for the improvement of education, health and justice for women worldwide. In June 2013, Chime for Change organized the Sound of Change Live concert which generated $4 million to fund 200 projects in 70 countries. In December 2013, Gucci inked a partnership with Twitter and Women Who Code to create the women-focused hackathon Chime Hack.

Gucci sells a yellow t-shirt that reads "My Body My Choice" and redistributes its proceeds to Chime for Change. In July 2013, activist Lydia Emily was commissioned to paint a mural on Skid Row, Los Angeles of a woman named Jessica, who is a survivor of human trafficking. In January 2019, Chime for Change launched the murals campaign "To Gather Together" promoting gender equality and designed by the artist MP5. In 2020, Gucci launched an "Unconventional Beauty" ad campaign, including a model with Down syndrome.

During the COVID-19 pandemic, Gucci pledged €2 million to two crowdfunding campaigns, the first to support the Italian Civil Protection Department, and the second for the COVID-19 Solidarity Response Fund.

In 2023, Gucci reinforced its alliance with UNICEF with a new financial donation of 300,000 euros to the organization's Education Thematic Fund which seeks to ensure children's right to a 'high-quality' education globally.

Environment

In 2015, Gucci launched its own environmental profit and loss initiative. In October 2017, Gucci announced it would ban furs from its stores in 2018. In June 2018, the brand launched 'Equilibrium', its platform to communicate on its social and environmental efforts and progress. In June 2020, Gucci launched its first fully sustainable collection "Gucci Off the Grid". This collection included pieces made from organic, natural and sustainable materials like organic cotton, recycled steel as well as regenerated polyamide. In September 2022, Gucci received the Climate Action Award due to its devotion to environmental sustainability. In 2023, Gucci obtained the Ellen MacArthur Foundation Award for Circular Economy at the Camera Nazionale della Moda Italiana (CNMI). In February 2023, Gucci announced the launch of the Circular Hub, it next-generation manufacturing hub optimized for circularity and carbon efficiency. Later in October 2023, Gucci introduced the Horsebit 1955 bag made with Demetra, an animal-free material, which was awarded the prize for best vegan bag two months later by PETA.

In popular culture

Eponymous adjective

"Gucci" is often used as an eponymous adjective; for example, "I feel Gucci!" or "that’s so Gucci!" are used to describe feeling luxurious or referencing something as being luxurious. The earliest known instance of Gucci used in this sense is Lenny Kravitz describing his bedroom as "very Gucci" in the September 1999 issue of Harper's Bazaar.

Movies

After initially announcing plans for a movie about the Gucci dynasty in 2007, filmmaker Ridley Scott detailed specifics about his movie in November 2019; titled House of Gucci, the movie would star Lady Gaga as Patrizia Reggiani and Adam Driver as Maurizio Gucci. House of Gucci's world premiere took place at the Odeon Luxe Leicester Square in London on November 9, 2021. The Gucci family heirs called Scott's movie "an insult to the legacy on which the brand is built today". In 2000, Martin Scorsese had also announced plans to make a movie about the Gucci family.

Guinness World Records

  • 1974: The Model 2000 Gucci watch broke the record for selling more than one million units in two years.
  • 1998: The Gucci "Genius Jeans" set the record as the most expensive pair of jeans. The jeans were distressed, ripped, and covered with African-inspired beads and were priced at US$3,134 in Milan.

Counterfeiting

During the 1970s, the explosive popularity of Gucci turned the brand into a prime target of the counterfeiting industry. The Gucci workshops elaborated the brindle pigskin tanning technique that became a Gucci signature, and a tanning process difficult to counterfeit. In 1977 alone, Gucci launched 34 lawsuits for counterfeiting. By the mid-1980s, the brand was involved in "thousands of confiscations and lawsuits all over the world".

In 2013, the UK's Intellectual Property Office issued a ruling that Gucci had lost the rights to its GG trademark in the UK "to a version of the GG logo in four categories, which encompassed garments such as bracelets, shoulder bags, scarves and coats". However, "according to Gucci, the ruling does not affect the use of its GG logo in the region" because "Gucci is the owner of several other valid registrations for this mark, including a Community Trade Mark (covering the European Union) for its iconic GG logo and those rights are directly enforceable in the U.K."

In November 2008, the website TheBagAddiction.com was shut down after being sued by Gucci for selling counterfeit products. In 2013, Gucci cracked down on 155 domain names used by counterfeiters to sell fake Gucci products. In 2015, Gucci's parent company Kering sued the Chinese website Alibaba for listing a lot of "obviously fake Gucci products" on its website. In April 2016, Gucci's anti-counterfeiting legal actions backfired when the targeted products were papier-mâché shaped exactly like Gucci products and burned by Chinese people during the ancestral Qingming Jie tradition. In April 2017, Gucci won a lawsuit against 89 Chinese websites selling fake Gucci products. In October 2018, Marco Bizzarri warned the Chinese ecommerce giants Alibaba and JD.com that Gucci could not open shop on their websites as long as they would not remove the many fake Gucci products out of their listings. In December 2019, Gucci sued three dozen websites selling fake Gucci products. In 2023, Gucci USA filed a lawsuit against Sam's Club, Century 21 and Lord & Taylor for selling counterfeit Gucci products.

Controversies

In April 2016, the UK's Advertising Standards Authority banned a Gucci online video ad because it starred an "unhealthily thin" model.

In February 2019, Gucci removed a black balaclava sweater with a rollup collar and a cut-out red-lipped mouth from its shelves after it had been compared to a blackface costume (Michele was inspired by Leigh Bowery but still apologized). To address this issue, Gucci launched the 'Gucci North America Changemakers Scholarship' program dedicated to foster diversity within the fashion industry with a $5-million annual fund to support non-profits and community-based programs involved with "the African-American community and communities of color at-large". Two months later, the Sikhs community in India criticized Gucci's cultural appropriation of a religious item when the Italian brand commercialized turbans at $800 apiece. Gucci appointed a Global Head of Diversity to address the brand's latest issues with cultural diversity and launched a $1.5-million scholarship program for US students traditionally underrepresented in the fashion industry.

During a September 2019 show that mimicked a défilé of mental patients, catwalk model Ayesha Tan Jones held up her hands on which "mental health is not fashion" was written, a reaction to the brand's inappropriate commercial use of the imagery of mental illness. Kering paid a $1.25 billion tax settlement in Italy following Gucci's 2011–2017 tax irregularities.

In November 2023, in response to Gucci's October decision to move 153 of 219 design employees from Rome to Milan by March 2024, 50 employees went on a one-day strike in the first industrial action against the company in its 102-year history. Trade union representatives say the workers intend to protest throughout the month of November 2023.

See also

Bibliography

  • Forden, Sara G. (2001). The House of Gucci: A Sensational Story of Murder, Madness, Glamour, and Greed. Custom House. ISBN 978-0060937751.
  • Gucci, Patricia (2016). In the Name of Gucci: A Memoir. Crown Archetype. ISBN 978-0804138932.
  • Gucci, Jenny (2008). Gucci Wars: How I Survived Murder and Intrigue at the Heart of the World's Biggest Fashion House. John Blake. ISBN 978-1844545322.

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