Whether in rap songs or celebrities, Gucci is present and everyone knows the name. The typical designs and above all the well-known GG logo quickly come to mind. Whether it’s sneakers, belts, sunglasses or perfume, Gucci has long been mainstream. Under the direction of chief designer Alessandro Michele, Gucci today reaches a whole new and above all young target group and stars such as Harry Styles or Jared Leto are idols on the one hand, but also lovers and advertising face of the brand. In addition, the brand can be seen in influencers on Instagram or Youtube and is now one of the favorite brands of the social media generation.
History and legacy of the fashion group
The Italian Guccio Gucci opened his company in 1921 in Florence, Italy. However, by that time there were already some problems after leather imports failed to materialize during the Second World War. But Gucci made the best of it and created the Bamboo It Bag, which is still successful today. In the 1950s, Gucci’s son Aldo took over the business after Gucci’s death and helped the brand gain international recognition with its first store in the USA and stars like Grace Kelly as a customer. Aldo Gucci brought his illegitimate daughter Patricia, who was a huge scandal in Italian society at the time, into the company’s board of directors at the age of just 20. She was the beautiful companion at her father’s side on business trips and, after modeling in a bathing suit for a company advertising campaign, was named the “Gucci Girl”. Then in the 1980s Aldo Gucci was arrested for tax evasion at the age of 81 – he died at 90 and disinherited all his sons before that. In addition, since the 1980s, the company has been in decline after one of his sons, Maurizio Gucci, gradually sold the company to a US-Arab company. In 1995 his ex-wife had him killed and was sentenced to 26 years in prison.
In 2004, Gucci became a wholly owned subsidiary of the French luxury group Kering, and since then has experienced a real boom and complete transformation with designers such as Tom Ford, Frida Giannini and now Alessandro Michele, so that today the company is considered the strongest in the group and one of the most important fashion companies in the world.
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Fascination and uniqueness at the fashion shows
The fashion shows of the Italian luxury brand Gucci are anything but boring – they are elaborate and unique. Especially since the Italian Alessandro Michele became chief designer of the company, Gucci fascinates anew with every fashion show and collection. Whether shocking clinic atmosphere, mysterious outdoor location with fire elements or transparent “carousel”, Michele’s ingenuity and crazy ideas never seem to run out.
“Mental health is not fashion” – controversial fashion show
No fashion show in recent years has been as controversial and attracted as much attention as the Spring Summer 2020 show. Not only the show itself, under the artistic direction of the extroverted designer Alessandro Michele, but especially the eye-catching collection was the talk of the fashion world. At the beginning of the show, the models drive past the audience motionlessly, wearing white clothes from head to toe, reminiscent of forced clothing from mental institutions. One of the models made a silent protest by writing “Mental health is not fashion” on her hands and holding them up on the catwalk – of course this caused quite a stir. Also otherwise the show was a special eye-catcher by very special outfits…
Secret fashion show in a Roman cemetery
The Gucci Cruise Show 2019 delighted with a mystical atmosphere and spooky location, as well as a collection of gothic and disco elements. In the middle of the Roman cemetery of Arles, the fashion house presented its collection – artificial fog, thousands of candles and a choir singing medieval music made this show a real experience. The catwalk was set on fire and the models floated past the audience in their extraordinary creations. The audience was fascinated and enthusiastic and the fashion world also reported in high tones about the Gucci fashion show.
Intimate insight into the backstage of a fashion show
After the fashion house’s particularly eye-catching show for the Spring Summer 2020 collection, the expectations of Alessandro Michele were naturally particularly high for the next show. The guests gathered in a huge location, a transparent carousel stood in the middle and with the beginning of the show the view inside was exposed. You could see choreographers, stylists, dressers and models between bathrobe and finished runway look. The spectators were part of the complete backstage procedure before the fashion show, which is always the most nerve-racking part of the fashion shows for the designer. Michele’s intention was to let the audience participate live, as is usual in times of social media. By the way, the invitations for the show were sent out in a special way – Michele sent them via WhatsApp to the guests, because they are personally part of an otherwise invisible and rather intimate moment.
The best Gucci campaigns – Lana del Rey, Gucci Mane & Jared Leto
If there were an award for the coolest campaigns, Gucci would certainly be way ahead. In collaboration with Christopher Simmonds, the Italian luxury house produces real short films that make you want to watch Gucci. Whether it’s the Gucci Cruise 2020 campaign with Gucci Mane, the Gucci Guilty campaign with Lany Del Rey and Jared Leto, or the Gucci Psychodelic campaign, all of these feel the attitude and the joy of life that the company wants to spread with its fashion.
Excessive house party with celebrities like Sienna Miller or Gucci Mane
This Gucci campaign for the Cruise 2020 collection is truly legendary and will make you want to shop at Gucci. The video features celebrities such as Sienna Miller, Iggy Pop, Benedetta Barzini and Gucci Mane at an uninhibited house party at a Los Angeles mansion. All guests are debauched and eccentric personalities and embody a hedonistic, carefree party life. All the social classes, whether they be the chic, rich businessmen or famous rappers, are dressed in Gucci gear and can be seen banging around every corner of the house. The campaign embodies an infectious joie de vivre that Gucci wants to communicate to its customers.
60s glamour with Lana Del Rey and Jared Leto
In the campaign for the Gucci Guilty fragrance, singer Lana Del Rey and musician Jared Leto are seen as an American “showcase couple” in iconic Hollywood locations. The whole thing is set in a retro perspective, probably inspired by the 60s and the American Dream. Both dressed completely in Gucci give a really beautiful couple and remind the viewer of old Hollywood glamour. In the background there is fitting retro music, which makes this campaign as a whole a really successful and worth watching promotional video.
Shrill and colourful psychedelic campaign at an Italian tradition house
The psychedelic campaign for a capsule collection of the Italian luxury brand takes the viewer into a colourful nightclub of the 70s with a hilarious and trance-like atmosphere. Just as striking as the colorful light reflections and disco balls in the video is, above all, the collection presented, which shows a colorful reinterpretation of the well-known Gucci logo. This campaign also reflects the fashion house’s cool attitude towards life in an exciting way and appeals to a mainly young target group.
Authenticity and glamour through Harry Style and Lana Del Rey
Gucci is a brand whose campaigns and fashions are designed to evoke a sense of life and emotion in people. To get these messages across, the Italian fashion house naturally chooses special people to be part of the campaigns. The label places particular emphasis on authenticity, which they have succeeded in doing especially with prominent examples such as Harry Styles and Lana Del Rey.
Teenie favourite Harry Styles in current campaign
The ex-One Direction star and now successful musician himself is a Gucci lover and can be seen in countless campaigns, as well as in the robes of the luxury house – for example, at the last Met Gala in New York, the Briton fascinated in a very androgynous piece by Gucci. In the following campaign, 26-year-olds are seen as a down-to-earth young man strolling through an English suburb with a chicken in his hand, visiting a fish-and-chips shop. As inconspicuous as this campaign is, with Harry Style as a model, it was a great success and attracted many young fans to Gucci.
Pigs collection with Jeffree Star and Shane Dawson
Last year, Gucci presented a very special collection, with all the clothes, bags and accessories featuring cute piggy emblems. Funnily enough, these are really trendy and are becoming increasingly popular as pets. The collection was a real success and caused a real buying frenzy, especially with the beauty mogul and youtuber Jeffree Star. The multimillionaire bought the entire collection worth 15,000 dollars and surprised his good YouTube friend Shane Dawson, whose trademark is a pig. Unfortunately, Gucci did not produce a campaign film for this collection, but the VLOG by Jeffree Star gives a very interesting and entertaining insight into the pieces in the collection.
Lana Del Rey for 60s campaign for Gucci Guilty
The musician and songwriter Lana Del Rey stands for natural beauty and embodies with her music and her unique look a special and often sentimental retro time. In the campaign for the perfume Guilty, the American actress plays together with singer Jared Leto an American glamour couple in Hollywood in the 1960s. With her unique style and look, the singer is the perfect cast for the role and created a great campaign with Gucci. Gucci gives a small insight “BTS” of the campaign in the following video.
Exceptional, successful collaborations
The ingenuity and creative ideas of chief designer Alessandro Michele are great and so the Italian is known above all for his eccentric designs and unusual collaborations. The success and hype of the collections speaks for itself every time and so the Gucci Ghost, the Yankees, and this year’s Disney collections have been part of the last years.
Disney’s Mickey Mouse on Italian luxury fashion
On the occasion of Chinese New Year and this year’s Year of the Mouse, the luxury company collaborated with none other than Disney and released a limited edition in mouse design. The focus is on the Disney cult figure Mickey Mouse, which can be seen on numerous pieces such as clothes, bags or even bath slippers. To match the collection, the luxury company produced a promotional video at Disneyland, which is specifically aimed at the Chinese New Year. The collection was a great success and sold out in large parts within a short time. In addition to the meaning behind the mouse design, these naturally also aroused a real childhood feeling in many customers.
Ex snowboarder Trevor Andrew is the Gucci Ghost
The collaboration with the famous Gucci Ghost was born in 2016 and caused a huge hype especially on the Instagram platform. Behind the Gucci Ghost design is former pro snowboarder Trevor Andrew, who some years ago, out of desperation over a matching Halloween costume, threw on an old Gucci sheet, cut out the eye area and has since been affectionately known as the Gucci Ghost by his friends. With his new nickname, the American started as a graffiti artist in New York, where he quickly built a large fan base with his artwork on Instagram. Alessandro Michele, Gucci’s chief designer, was also a fan and got to know the “Gucci Ghost” through mutual friends. This led to the joint idea of the special collection, which was launched in 2016. In the following video you can watch the exciting collection in the New York showroom with a special 360 degree function.
Collaboration of baseball caps and Italian luxury fashion
The Major League Baseball (MLB) is the biggest baseball league in the world and the famous Yankee Caps with NY logo are almost the trademark. The caps have always been in fashion and almost everyone has had one. Even the creative mind behind Gucci Alessandro Michele likes to wear his NY cap in combination with Gucci. So he came up with the idea to work with the American Baseball League and design a complete collection in Yankees design. The result is caps, clothing or accessories and shoes, which is a clever and at the same time successful move of the Italian true, because the collection experienced a big hype and an even bigger demand.
Gucci Interviews – Get to know more about the label
If you want to learn more about the luxury label, you can watch one of the interviews.
“Make the crazy beautiful” – motto of the chief designer Alessandro Michele
Alessandro Michele has been Gucci’s chief designer since 2015 and transformed the traditional company with its eccentric designs, attracting a young target group with high purchasing power to the company. That the collections sometimes even shock at first is part of the marketing strategy. As in an interview published by Gucci with the title “Make the strange beautiful”, Michele somehow always makes the clothes look beautiful and wearable. The video is super interesting and gives a great insight into Alessandro Michele’s work.
Alessandro Michele’s attitude to work and vision
Also here is an interview with Gucci’s chief designer Alessandro Michele, who has been working for the house since 2015. This time accompanied by the New York Times, the Italian gives an insight into his private office, tells what he needs to be creative and his vision for Gucci. Many designers, especially big names in luxury homes, are camera-shy or simply don’t want to be shown in such a private setting, but Michele, despite his modesty, likes to let people be part of his work, also to understand it more.
Hip-hop legend Dapper Dan in his Gucci studio
Dapper Dan is a true icon – he is a hip-hop cult designer and is best known for introducing high fashion to the hip-hop world. The 75-year-old is also an avowed Gucci lover. So it was clear to Alessandro Michele that he had to make a collection with the New Yorker. The result is a collection of absolute connoisseur pieces in a New York retro look, which often have a history and are already cult. In the following video, online magazine Hypebeast takes one to Dapper Dean in his luxurious, multi-million-dollar Gucci studio in the New York district of Harlem.
TOP questions and answers about Gucci!
There are of course many questions about a brand as exciting and legendary as Gucci. The most frequently asked questions and answers can be found here.
Who is the founder of Gucci?
The founder of Gucci was the Italian entrepreneur Guccio Gucci.
When was Gucci invented?
The Gucci brand was invented in Florence, Italy in 1921.
In what country is Gucci made?
Gucci manufactures its products in the city of Prato in Tuscany, Italy.
Chief designer of the Gucci brand is the Italian Alessandro Michele.
You can find more about Gucci here:
More Infos about Gucci
The online page of the Italian fashion house
The Instagram account
The Official Youtube channel