Gucci

Established in Florence in 1921 by Guccio Gucci, the house began as a small shop specialising in fine leather luggage and equestrian accessories. Over the following decades, the brand expanded into a global powerhouse, introducing recognisable codes such as the bamboo handle bag and the double-G monogram. Today, as a cornerstone of the Kering group, Gucci remains one of the most influential names in fashion. The label works across accessories. Creative direction is currently led by Demna.

Drawing inspiration from the refined world of British nobility, Gucci developed a distinct aesthetic that blended Italian craftsmanship with a sense of international sophistication. Its history is marked by a series of transformative eras, from the jet-set glamour of the 1960s to the provocative minimalism of the 1990s. The brand’s trajectory reflects the changing landscape of global high-end fashion, from its origins in artisanal leatherwork to its current status as a multi-faceted brand that influences art, culture, and social trends. By balancing its rich archive with a forward-looking creative vision, Gucci continues to define the boundaries of contemporary style.

Gucci’s philosophy is rooted in the idea of reimagining luxury for the 21st century. The house combines traditional craftsmanship with eclectic and romantic designs that challenge gender norms and embrace diversity. Under Alessandro Michele, Gucci championed individuality through maximalist prints, vintage references and unexpected combinations, inviting wearers to create personal narratives. This inclusive approach broadened the definition of luxury beyond exclusivity to celebrate self-expression.

Gucci’s is articulated through its ‘Culture of Purpose’ strategy, which aims to reduce environmental impact, implement circular economy principles and support regenerative agriculture. It has launched initiatives such as Gucci Equilibrium, the Gucci Changemakers program and partnerships promoting gender equality and social justice. The house positions itself as a cultural curator, supporting artists, film restoration projects and diversity campaigns. It emphasises the importance of responsible supply chains, traceability and eco-friendly materials, and is working towards carbon neutrality across its operations. The brand’s signature motifs-the double-G logo, Web stripe and horsebit-anchor its heritage while new collaborations and digital ventures keep it attuned to contemporary culture.