The story of leather and symbols that continues to fascinate the world — GUCCI's origins and icons
In the history of fashion, there are few examples where a simple brand name has become a part of a language. GUCCI has transcended the word luxury to become part of the culture itself.
However, the monumental achievements that this Italian house has achieved all began with the humble aspirations of one craftsman.
In Part 1 of this article, we will explore the company's history, from its founding in 1921 to its rise as a family-run business, and the creation of iconic pieces that continue to be loved through the ages.
Florence, 1921: It all started with a journey
The story of Gucci begins when Guccio Gucci, who once worked as a porter at the Savoy Hotel in London, became inspired by the travel style of British aristocrats.
On his return to Italy, he opened a saddlery and leather luggage workshop in the heart of Florence, combining meticulous craftsmanship with British elegance.
When GUCCI was first founded, it mainly produced equestrian items for the wealthy, but this "horse" motif would later become the source of the brand's identity, such as the horsebit and green and red web stripes.
Bamboo Bags and Horsebit Loafers: Everyday Luxury Brought to Life by Artisan Innovation
During World War II, despite the increasing shortage of supplies, Gucci continued to innovate, and in 1947, the brand's first big hit, the "Bamboo 1947" bag, was born.
This technique of bending Japanese bamboo at high temperatures to use it for the handles was introduced at the time as an alternative material, but it has come to symbolize GUCCI's ``progressive tradition''**.
Furthermore, the horsebit loafer was introduced in 1953. This shoe, which incorporates metal fittings from horse tack as decoration, was an innovative piece that went well with both suits and casual wear, and has remained a staple item for GUCCI to this day.
The path to becoming a global brand: Aldo Gucci and the birth of the “GG” logo
After Guccio's death, it was his son, Aldo Gucci, who pushed the brand to the world stage. He actively opened stores in Rome, Milan, New York, and other cities from the 1950s, successfully internationalizing the brand.
During this period, the GG monogram, combining two "G"s, was born. This motif, symbolizing the initials of his father, Guccio, would later become a pioneer of logo culture in luxury brands.
In the 1970s, the Flora scarf and Jackie bag (named after the then US First Lady Jacqueline Kennedy) were introduced, and Gucci's association with celebrities grew.
"The Battlefield Called Family" - Management Chaos and the End of Glory
However, as the brand grew, the Gucci family began to crumble internally.
After a series of inheritance disputes, tax evasion allegations, and lawsuits, in 1993 the founding family finally stepped down from Gucci's management entirely, and the brand was sold to outside investors.
After this turbulent period, Tom Ford was appointed creative director in the late 1990s. He used a sexual and provocative image strategy to reinvent Gucci globally as a "decadent, dangerously seductive" brand.
*The transformation since the Ford era will be detailed in Part 2.
Conclusion — The aesthetics of time that lie behind the icon
The appeal of GUCCI is that its items are not just beautiful, but also embody the landscape of the times.
The bamboo's turning point marks the chaos and hope of the post-war era, the horsebit represents the sophistication of British high society, the GG logo is a symbol of generational change, and the Jackie bag tells the story of women's empowerment.
All of these are memories entrusted to the material known as "leather," and show that it is one of the cultural capitals that fashion can "speak."
In the next part, Part 2, we will explore the trajectory of the question of what luxury is, focusing on the transition of designers and the spirit of reinvention from Tom Ford to Alessandro Michele and Gucci in the 2020s.
