1920
Guccio Gucci opens a leather goods workshop and small luggage store in his native Florence. Having spent years working in London’s Savoy Hotel, he had absorbed the refined aesthetic of English nobility, and introduces this sensibility in Italy through exclusive leather goods created and produced by the master craftsmanship of Tuscan artisans.
1930
Within a few years time, the label enjoys such success as it attracts a sophisticated international clientele, who seek out the equestrian-inspired collection of bags, trunks, gloves, shoes and belts. The horsebit and stirrup motifs were born of this world and become enduring symbols of the fashion house, and of an increasingly innovative design aesthetic.
1940
Faced with a shortage of standard materials during the difficult years of Fascist dictatorship in Italy, Gucci establishes itself as an enterprise synonymous with exceptional creativity and resourcefulness. The “Bamboo Bag” is introduced, becoming one of the first of Gucci’s many iconic products. A favourite of royalty and celebrity alike, the bag is still available today.
1950
During the 1950s, the trademark green - red - green web, which is derived from the saddle girth, becomes a great success and remains one of the most familiar identifiers of the brand. With stores opening in Milan, New York, London, Palm Beach, Paris and Beverly Hills, Gucci starts to build a global presence as a symbol of modern luxury. Guccio Gucci dies in 1953. His sons Aldo, Vasco, Ugo and Rodolfo take over the business.
1960
Gucci introduces products that are cherished by the most iconic figures of the time and become renowned for timeless design. Jackie Kennedy carries the Gucci shoulder bag, which is known today as the “Jackie O”. Liz Taylor, Peter Sellers and Samuel Beckett wear the unstructured, unisex “Hobo Bag”. The classic moccasin with horsebit hardware becomes part of the permanent collection at the Costume Institute, Metropolitan Museum of Art in New York. The Flora silk print scarf is created by the renowned painter Vittorio Accornero expecially for Grace Kelly. At the end of the 60s, Gucci adopts the legendary interlocking double “G” logo.
1970
Gucci continues its global expansion, true to the original aspirations of Aldo, now targeting the Far East. Stores open in Hong Kong and Tokyo. The company increases and diversifies production, carrying out significant research on new more luxurious materials and innovative approaches to design never tabling the legendary quality and craftsmanship synonymous with the brand. A new factory in Casellina, near Florence, is opened. This still represent today’s heart of Gucci’s research, development and production activities. The great classics are revamped in new shapes and colours, and new product categories are introduced.
1980
In 1982, Gucci becomes a public limited company and leadership is passed to Rodolfo’s son, Maurizio Gucci, who holds 50 percent of the shares. Investcorp, a Bahrain-based investment company, purchases the remaining 50 percent belonging to Aldo Gucci and his descendants in the late 80s.
1990
Gucci is relaunched to global renown through a groundbreaking mix of tradition and innovation. Tom Ford becomes creative director of Gucci in 1994 and infuses the luxury brand with a sense of daring and provocation that resonates with celebrity and accomplished elite.
2000
Gucci achieves astounding global success and is named the most desirable luxury brand in the world. Frida Giannini, formerly Creative Director of accessories, is named sole Creative Director in 2006. Exploring Gucci’s rich heritage and its incomparable craftsmanship capabilities, Giannini creates a unique vision for Gucci that fuses past and present; history and modernity. Key house icons are reinvented in a fresh new guise, including Flora, La Pelle Guccissima, the New Jackie, and the New Bamboo.
