A powerful narrative that captivates people.
1921 | FLORENCE, ITALY | GUCCIO GUCCI

Tuscany, Italy, is one of the world's leading leather-producing regions. Naturally, Florence, the capital of the region, is a gathering place for master leather craftsmen. It was in Florence in 1881 that Guccio Gucci, the founder of Gucci, a luxury brand that continues to make a name for itself, mainly for its bags and wallets.

Gucci's origins date back to 1921, when Gucci, after working at a luxury hotel in London, England, returned to his hometown of Florence and opened a workshop and shop specializing in travel bags and equestrian equipment. Gucci's fashion sense, honed during his time at the hotel by observing the belongings and accessories of British aristocracy, was reflected in the high-quality products that helped the brand gain popularity.

When leather became scarce due to material rationing during World War II, Gucci devised coated canvas as a substitute. Although this was born out of desperation, the vibrant colors of the surface resonated with customers and it became popular. Even after the war, when leather remained difficult to obtain, Gucci released an item with yet another new idea in 1947. They unveiled the "BAMBOO," a handbag with handles made of bent bamboo instead of leather. Born from an extremely innovative idea, the Bamboo became a huge hit and one of Gucci's symbols. In the 1950s, the green/red/green "WEB STRIPE," inspired by the girth used to secure a horse's saddle, also became an instantly recognizable brand symbol of Gucci. In 1953, the men's "HORSEBIT LOAFER" appeared, featuring a metal fitting modeled after the bit used to attach the reins to a horse. With its refined appearance that set it apart from the coin loafers that were established as part of Ivy League fashion at the time, it became a hit among businessmen and other mature men, and later became such a masterpiece that it was permanently housed in the Metropolitan Museum of Art in New York.

However, in the same year that the Horsebit loafer was created, Guccio Gucci opened its first store in New York, but at the same time, the founder, Guccio Gucci, passed away. The business was taken over by his sons and continued to expand, but contrary to its growth, a fierce power struggle erupted within the Gucci family. This ultimately escalated into a messy scandal when Guccio's grandson, Maurizio Gucci, was assassinated. Amid this turmoil, control of the business left the founding family, and Gucci came under the umbrella of the French retail giant "PPR (Pinault-Printemps-Redoute) Group" (now Kering Group). Due to these troubles, the brand lost its luster and faced a serious financial crisis for a time. One of the key figures who propelled Gucci back to being a world-class brand from this unprecedented situation was Tom Ford, who became creative director in 1994. The bold and sensual products he introduced to the world became a big topic of conversation and greatly contributed to the recovery of sales. Not only did Gucci avoid bankruptcy, but it also achieved a complete comeback, becoming one of the most popular brands of the 1990s.

From canvas and bamboo, born out of the need to address material shortages stemming from World War II, to a dramatic comeback after a fierce internal dispute and the brand's decline, Gucci is a brand with a truly dramatic history. The enduring appeal of Gucci may lie in its powerful narrative of overcoming numerous hardships and difficulties.