House of Gucci: Fashion Industry Problems Hitting Too Close To Home
By Muriel Clarke
You can’t talk about global fashion without acknowledging the iconic fashion houses abroad that have made a lasting impression on the world. This includes Spanish companies such as Balenciaga, French brands like Chanel, and of course the Italian fashion house of Gucci.
Last month MGM studios premiered House of Gucci which tells the dramatic story behind the renowned fashion house. Lady Gaga as Patrizia Reggiani and Adam Driver as Maurizio Gucci take us through an intense journey of love, trust and greed. This tragedy highlights the multi-level business of fashion and how these elements affect ethics and culture around the world. People are becoming increasingly aware of the dark shadows behind looks on the runway. However, by studying fashion’s history and scandals, we can keep the industry’s lights on and maintain the beauty.
Over the years, several television documentaries and movie dramas based on the true events of crime in the fashion industry have premiered. This includes shows that address international fashion houses like The Murder of Gianni Versace as well as shows that focus on American streetwear brands like The Curse of Von Dutch: A Brand to Die For. House of Gucci sets itself apart by presenting the conflicts of interest that arise when running a family business.
The story begins with the house founder Guccio Gucci, an Italian businessman and designer. In his youth, Guccio worked for a hotel where he developed a taste for leather goods: something he frequently saw as he carried the luggage of the upper class. Gucci began making saddlery in 1906 but the brand shifted its focus to artisanal leather goods in 1921. For years, the company was passed down through the family, excluding, however, Guccio’s only daughter Grimalda. The mid-1920s is when the next generation of Gucci’s became involved with the company, followed by the next in the 50s. The latter group of relatives marked the beginning of a new Gucci that changed drastically as family relationships fell apart. These changes also occurred alongside the expansion of global fashion.
Fashion’s geography stretched to include countries like Italy and Spain after WWII and Vogue released its first International Fashions Issue in 1953. Prior to this, the depression and WWII made fashion stagnant with much less intersection between countries. Later, travel advancements and tourism led to a worldwide search for new fashion ideas. But today, with social media, you don’t even have to leave the house to get global fashion input.
Today’s consumers aren’t just interested in a product, they are interested in the story behind the product and its implications. The clothing we wear sends a message, making brand identity and awareness so important when choosing what to buy. Gucci has always prioritized quality. This goal was highlighted perfectly by Guccio’s son Aldo: “quality is remembered long after price is forgotten.” Gucci has become a brand that signifies wealth and class, but the name reflects more than just high-end garments; It encompasses a violent history. The film shows the intent behind some of Gucci’s infamous collections and how this brand has appealed to those with an appreciation for exceptional quality over generations.
The film also emphasizes the interdependence of designers and investors across the globe. It points out how the survival of several fashion houses is reliant on people from all over who step in to uphold the legacy of a brand. As the film points out, it took a German designer to save Chanel. Additionally, a Georgian designer is upholding the prestige of Balenciaga; and it hasn’t been any different for Gucci, which has been transformed with the help of several different designers, including American designer Tom Ford. Bringing in Tom Ford saved Gucci from bankruptcy in the 90s by revamping the brand whose ideas were becoming outdated. His provocative designs launched revenues to $500 million in 1995 and the sales just kept increasing. This demonstrates how fresh, international perspectives can keep brands relevant as the world gets more connected.
In 1993, the Gucci family’s involvement in the company ended with Maurizio Gucci selling his shares to Investcorp. Gucci’s current designer Allesandro Michele is carrying on the legacy in a new way and although some members of the family were against it, the fashion house supported the production of the film that shares the dark truth about the experiences on which Gucci was built. After years of ups and downs, this film has helped to put Gucci back at the top of fashion and business. Vintage Gucci sales are up, and people can’t wait to see what’s next.
The story of Gucci shares the beautiful and the ugly; both of which are essential to consider when developing a brand. The founders teach us the importance of quality and willingness to change, but they also teach us that, for a family business, some baggage is better left at the door; it’s not all Gucci.
Sources:
https://www.forbes.com/global/1999/0208/0203036a.html?sh=92ee91673795
https://www.vogue.com/article/everything-you-need-to-know-about-the-house-of-gucci-before-watching-house-of-gucci
Last month MGM studios premiered House of Gucci which tells the dramatic story behind the renowned fashion house. Lady Gaga as Patrizia Reggiani and Adam Driver as Maurizio Gucci take us through an intense journey of love, trust and greed. This tragedy highlights the multi-level business of fashion and how these elements affect ethics and culture around the world. People are becoming increasingly aware of the dark shadows behind looks on the runway. However, by studying fashion’s history and scandals, we can keep the industry’s lights on and maintain the beauty.
Over the years, several television documentaries and movie dramas based on the true events of crime in the fashion industry have premiered. This includes shows that address international fashion houses like The Murder of Gianni Versace as well as shows that focus on American streetwear brands like The Curse of Von Dutch: A Brand to Die For. House of Gucci sets itself apart by presenting the conflicts of interest that arise when running a family business.
The story begins with the house founder Guccio Gucci, an Italian businessman and designer. In his youth, Guccio worked for a hotel where he developed a taste for leather goods: something he frequently saw as he carried the luggage of the upper class. Gucci began making saddlery in 1906 but the brand shifted its focus to artisanal leather goods in 1921. For years, the company was passed down through the family, excluding, however, Guccio’s only daughter Grimalda. The mid-1920s is when the next generation of Gucci’s became involved with the company, followed by the next in the 50s. The latter group of relatives marked the beginning of a new Gucci that changed drastically as family relationships fell apart. These changes also occurred alongside the expansion of global fashion.
Fashion’s geography stretched to include countries like Italy and Spain after WWII and Vogue released its first International Fashions Issue in 1953. Prior to this, the depression and WWII made fashion stagnant with much less intersection between countries. Later, travel advancements and tourism led to a worldwide search for new fashion ideas. But today, with social media, you don’t even have to leave the house to get global fashion input.
Today’s consumers aren’t just interested in a product, they are interested in the story behind the product and its implications. The clothing we wear sends a message, making brand identity and awareness so important when choosing what to buy. Gucci has always prioritized quality. This goal was highlighted perfectly by Guccio’s son Aldo: “quality is remembered long after price is forgotten.” Gucci has become a brand that signifies wealth and class, but the name reflects more than just high-end garments; It encompasses a violent history. The film shows the intent behind some of Gucci’s infamous collections and how this brand has appealed to those with an appreciation for exceptional quality over generations.
The film also emphasizes the interdependence of designers and investors across the globe. It points out how the survival of several fashion houses is reliant on people from all over who step in to uphold the legacy of a brand. As the film points out, it took a German designer to save Chanel. Additionally, a Georgian designer is upholding the prestige of Balenciaga; and it hasn’t been any different for Gucci, which has been transformed with the help of several different designers, including American designer Tom Ford. Bringing in Tom Ford saved Gucci from bankruptcy in the 90s by revamping the brand whose ideas were becoming outdated. His provocative designs launched revenues to $500 million in 1995 and the sales just kept increasing. This demonstrates how fresh, international perspectives can keep brands relevant as the world gets more connected.
In 1993, the Gucci family’s involvement in the company ended with Maurizio Gucci selling his shares to Investcorp. Gucci’s current designer Allesandro Michele is carrying on the legacy in a new way and although some members of the family were against it, the fashion house supported the production of the film that shares the dark truth about the experiences on which Gucci was built. After years of ups and downs, this film has helped to put Gucci back at the top of fashion and business. Vintage Gucci sales are up, and people can’t wait to see what’s next.
The story of Gucci shares the beautiful and the ugly; both of which are essential to consider when developing a brand. The founders teach us the importance of quality and willingness to change, but they also teach us that, for a family business, some baggage is better left at the door; it’s not all Gucci.
Sources:
https://www.forbes.com/global/1999/0208/0203036a.html?sh=92ee91673795
https://www.vogue.com/article/everything-you-need-to-know-about-the-house-of-gucci-before-watching-house-of-gucci