Founded
way back in 1921, Gucci enjoys a long history as a popular fashion house.
Guccio
Gucci (whose name we have to thank for
Gucci’s interlocking GG logo) kicked everything off with a single
Florentine store. Over the years, Gucci has slowly evolved into a global brand
name, with more than 278 directly operated stores worldwide.
I
don’t think that I would describe Gucci’s trajectory as smooth – there were some super scandals in the
1980s-1990s – but it has slowly but surely motored its way to the top of
the pile.
Famously,
Guccio Gucci is said to have been inspired to begin his on luxury leather goods
company whilst he was working at the Savoy Hotel in central London. During his
time there, he witnessed the rich and privilege of the upper classes and saw
first-hand all of their luxury leather travel cases and trunks. He also came to
understand the importance that this class of society placed on horses, and this
inspired him to direct his leather goods towards equestrian products. This is
also why so many of Gucci’s early handbags feature the horsebit icon.
Guccio’s
three sons joined the business and helped to expand the brand to Milan and
Rome. However, during World War II there was a shortage of luxury materials,
which meant that luxury brands were forced to innovate. It was during this
period that Gucci started making bags from cotton canvas (due to leather shortages) and this canvas was distinguished with
the signature double-g symbol that is still recognizable today.
Additionally,
in 1947 Gucci also began making handbags with bamboo handles and these has
become another enduring Gucci design detail.
In
1953, Gucci successfully expanded to New York and, in 1972, Gucci continued on
to open stores in Tokyo and Hong Kong. Gucci continued to grow as a brand,
however, familial in-fighting and scandal meant that it began to struggle and
was eventually sold to new investors. In 1990, Tom Ford was hired to refresh
Gucci’s image, and he was eventually made Creative Director in 1994.
Tom
Ford worked at Gucci until 2005, and he is famous for increasing Gucci’s sales
by 90%.
Since 2005, there have been a series of new
Creative Directors and the latest was appointed in January 2015.
Alessandro
Michele worked at Gucci for many years before he was promoted to the top
creative position, and it’s safe to say that he has completely transformed
Gucci’s image. After working as the Creative Director for less than a year,
Alessandro Michele was awarded International Fashion Designer of the Year in
December 2015 – proving that he was, at the very least, a critical success.
Sales
figures have apparently followed suit, with sales increasing by 4.8% in 2015. However, in the coming years it will be very interesting to see how Alessandro Michele’s
collections evolve and how he manages to find a balance between respect for Gucci’s archive and the need to keep the brand fresh and modern.
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