The name Gucci is familiar even to those who are not too interested in fashion and trends. Gucci is one of the most famous fashion houses in the world, and brand products are associated with prestige and elitism.
The founder of the Gucci brand Guccio Gucci was born in 1881 in Italy in the family of an artisan. In 1904, a young man opened his own business for the production of horse teams, but, having failed, the "House of Gucci" was closed. Guccio left for London, where he got a job at the Savoy Hotel as a porter, bellhop, and then as an elevator operator. Watching wealthy people who spend a lot of time traveling on a daily basis, the future founder of Gucci realized the importance of luggage, and the fact that suitcases and travel bags are an integral part of the prestige and status of their owner.
In 1921, Guccio returned to Italy and opened a workshop for the production of suitcases and travel bags made of genuine leather. It should be noted that the iconic suitcase company Louis Vuitton also developed at this time. A year after the start of work, Guccio opened his first store in Florence, where not only luggage items were presented, but also horse harness, clothes for jockeys. The Gucci brand has been focused on the luxury segment since its inception, using the highest quality leather and paying great attention to every detail of its handcrafted products.
Gucci gains fame in Europe thanks to the best riders who have chosen this brand for competitions. Guccio had six children, four of whom were sons, and began to help their father in business. One of the sons came up with the famous Gucci symbol consisting of two intertwined letters GG, which mean the name of the founder Guccio Gucci.
New level
In 1937, the small workshop of Gucci turned into a factory, which was the beginning of the production of women's handbags and leather accessories. The brand was popular among the wealthy aristocracy. A year later, a Gucci boutique was opened on a prestigious street in Rome. In the late 30s, Gucci received an order from Mussolini himself to decorate his mansion. Having received a good reward, the brand was able to withstand the war without great losses, and in the 40s Gucci stores opened throughout Europe.
The eldest son of the founder Aldo Gucci made the greatest contribution to the development of the brand. In the scarce post-war period, he invented the manufacture of handbags from materials other than leather. So there was a cult handbag with a bamboo handle, handbags made of hemp, linen, jute. Aldo expanded the Gucci range by adding scarves, watches, ties to the Gucci range. In the early 40s, Aldo went to the USA to make the brand popular with Americans. Success was not long in coming, and already in 1953 a Gucci boutique was opened on Fifth Avenue. Guccio Gucci died the same year.
Gucci and celebrities
Another of the sons of the founder, Rodolfo Gucci, chose the profession of a film actor, which also served the brand's fame. Acting in films with famous actors and actresses, Rodolfo knew exactly what celebrities love. Thanks to this, Gucci was worn by the most famous people of that time: Audrey Hepburn, Grace Kelly, Ingrid Bergman, Jacqueline Kennedy, Peter Sellerste. At the wedding of Grace Kelly and Prince Rainier III of Monaco, each guest received a Gucci scarf as a gift, and the Fashion House became the official supplier of the royal court of Monaco.
Guccio Gucci legacy
After the death of the founder, his sons were mired in legal proceedings: who will receive the inheritance and whose share should be larger? Today, it is rightly believed that Aldo Gucci rightfully received half of the shares of Gucci and led the company in order to continue its development. Legal disputes did not leave the Fashion House, pursuing for more years, forcing close relatives to quarrel. But, despite legal problems, Gucci flourished and in the 50s acquired a signature green and red braid that resembles horse harness braid and moccasins with metal buckles.
60s to 80s
These two decades were the heyday of Gucci: the range expanded; now the brand represented perfumes, clothes, watches, fur products. The circle of buyers expanded, and fame grew faster than one could dream. But the hot Italian temperament and constant legal proceedings caused more than just controversy - in 1982, after a fight on the board of directors of Gucci, Paolo Gucci left the company, taking over the perfume line. Then it was even hotter: after the death of Rudolfo, his part of Gucci passed to his son Maurizio, but the latter, due to delays in processing the inheritance, was accused of forging documents and sentenced to imprisonment. This episode, as well as further troubles, led to a sharp deterioration in the state of Gucci, which continued until the 90s, when the brand's items were considered a sign of bad taste.
From the 90s to today
In 1993, Maurizio Gucci sold his business to Investcorp, saving Gucci from total collapse. By the end of the 90s, Gucci not only returned fame thanks to competent management, but also multiplied it. Gucci is now owned by Pinault Printemps Redoute.
Gucci (Gucci, France-Italy) is a world famous Italian brand of fashionable clothing and leather goods, founded by Guccio Gucci in 1921. The history of the Gucci brand began with a small leather goods store in Florence. The business developed rapidly, and therefore soon Gucci moved to New York, changing his small boutique to a fairly large store on Fifth Avenue. O Gucci (Gucci), known then mainly for soft leather shoes, bags and suitcases, everyone soon started talking. In 1947, Gucci introduced the bamboo-handled handbag, which remains the company's staple to this day. Later, several more masterpieces were created: a patented striped braid, suede moccasins with metal elements, a Flora silk scarf, which brought worldwide fame to the Fashion House. Celebrities of the time - Grace Kelly, Sophia Loren, Sydney Poitier, Jacqueline Kennedy, Ronald and Nancy Reagan - wore Gucci bags, shoes and scarves with pleasure.
But by the end of the 80s about the rapid ascent Gucci (Gucci) didn't look like much. Disputes between the sons of Guccio, each of whom was involved in the management of the company, almost brought the leading fashion company to the verge of bankruptcy. The result of a family lawsuit was the purchase of the Gucci family business by Investcorp, which managed to restore the famous brand in a short time and give it a new development. Within a few months, Hollywood stars such as Madonna, Gwyneth Paltrow, Elizabeth Harley began to dress only in products from Gucci. And the still-produced bags and suitcases from Gucci (Gucci) were sold out so quickly that there were problems with the supply of new goods.
Over the following years, a number of mergers took place with the world's leading brands, as a result of which an entire corporation was formed - the Gucci Group.
The Gucci Group is now the third largest fashion conglomerate controlling brands. Gucci (Gucci), Yves Saint Laurent, Alexander McQueen, Bedat & Co., Boucheron, Roger & Gallet, Stella McCartney and YSL Beaute.
Perfumes, perfumes and toilet water Gucci (Gucci) are distinguished by sophistication, elegance and are designed to emphasize the style and impeccable taste of their owners.
Perfumery Gucci (Gucci) is represented by the following most popular fragrances: Flora by Gucci, Gucci by Gucci, Envy, Rush, Gucci by Gucci Sport.
You can buy perfumes, toilet water and Gucci perfumes (Gucci) in the De-parfum perfumery online store.
You can buy perfume, Gucci Gucci toilet water in Yekaterinburg and the Sverdlovsk region in our online store at a bargain price with free delivery. Delivery in Yekaterinburg is carried out by courier, Russian Post and through self-delivery points with payment upon receipt.
Changes in fashion houses occur in different ways. There are long strategic maneuvers, exciting rumors, disturbing discussions. And there is a blitzkrieg, when the very place is suddenly vacant and is occupied by its designer, who not only did not appear on the list of applicants, but was not known to anyone at all. This is exactly what happened at Gucci.
Sighs about the rapid departure of Frida Giannini, who worked at Gucci for ten years, did not have time to subside, as, contrary to forecasts, Alessandro Michele took her place, one of the most enviable in the industry. This name meant little to anyone. A graduate of the Roman Academy of Fashion and Costume, he worked for Gucci for twelve years, the last three of which were Giannini's right hand. It was believed that he was responsible for the accessories. True, accessories at Gucci have always been almost more important than clothes, and he began his career precisely as an accessory designer at Fendi. All the more striking was his debut, which clearly marked not just a stylistic revolution at Gucci, but also a turn from the brand's traditional focus on accessories to fashion ideology.
SILK BLOUSE, SILK WOOL PANTS, LEATHER BELT, LEATHER AND BARBLE SANDALS, ALL GUCCI
Giannini was the successor to the Tom Ford business. In their interpretation, Gucci is a brand of jetsetters, sleek, tanned, proudly carrying their trained bodies on their heels. There was not a shadow of irony in their clothes, always the perfect bearing and the triumph of glamor with a touch of the 1970s, the golden age of Gucci. What we saw during Michele's debut Fall/Winter 2015/2016 collection was shockingly the opposite. Flat-chested teenage girls with pale faces and loose hair parted in the middle, almost masculine baggy trousers and shirts; silk dresses with asymmetrical pleated ruffles, as if from a grandmother's chest; overcoats and fur coats made of precious fur, belted with a simple belt, like a dressing gown; berets and blouses with frills from the Parisian bohemian wardrobe. And finally, unheard of impudence - flat shoes, sandals and lovely lace-up ballet slippers. All things looked deliberately careless and vintage. As if the designer wanted to erase from our memory that uncompromisingly polished image that his predecessors cherished. “I want to offer a different way to talk about sexuality, and the word itself is hopelessly outdated. It is much more correct to say “sensuality,” he later explained.
ALESSANDRO MICHELE AT THE GUCCI CRUISE 2016 SHOW
It was in this sensual, unpretentious image that the thoroughbred Charlotte Casiraghi in a flowery dress made of pleated silk, fluttering in the wind like a child's sundress, and the fashionista Sienna Miller in a multi-layered grayish-pink, reminiscent of post-war outfits, and immersed in emerald -green black beauty Lupita Nyong'o. Next to the girls in Gucci, all the others suddenly turned out to be overly solemn and elegant. The red carpet has always been the most important component of the brand's image, and the fact that all these romantic and easy-to-handle things became Cannes hits turned out to be a signal for the birth of the selfless love of the fashion community for the new designer.
So he approached the show of the cruise collection in New York as a universal favorite. It became a logical continuation of the previous one: bourgeois suits like those worn by Buñuel's heroines, again lace and pleats, soft bows and loose frills. Also a variety of prints. As Michele said: “I can’t stand it when there are only two or three patterns in the collection. It's better to let a woman, choosing a coat or blouse, spend five hours in a boutique. I prefer that she has a choice, like in a toy store.
WOOL PULLOVER WITH WOOL AND SILK APPLICATION WITH RHINES AND BEADS, LACE DRESS, SILK BROOCH, WOOL BERET, ALL GUCCI.
Variety mixed with carelessness is the ideology of the new creative director of Gucci, Alessandro Michele. Another thing is not clear: how did the leadership of the Kering conglomerate, which includes the brand, go for it? After all, the designer openly says: “I love haute couture, but the other part of me is crazy about street style. Divas of the past like Princess Iren Golitsyna knew how to feel the spirit of the time - I'm sure today they would draw inspiration from the street.
Perhaps the litmus test was the success of another, no less significant ward of Kering - Saint Laurent, led by Hedi Slimane, who showed that we are tired of traditional luxury, of serious things devoid of self-irony and subtext.
We want memories, and that's exactly what both designers, Slimane and Michele, offer. “My mother worked as an assistant to a film producer and was an eccentric Roman fashionista, in her time in this industry everyone was incredibly stylish. But their eccentricity is sorely missed by me today, and I built my show around the idea of individuality. I believe that the way you dress directly affects how you feel, how you live.”
All in all, our love for the new Gucci was well calculated. Although the women who will buy the clothes of Alessandro Michele, such reasoning is deeply indifferent. What is certain is that they are doomed to fall in love with these things at first sight and wear them for a long time.
Gucci is one of the most famous fashion houses in the world. This brand belongs to the luxury segment and specializes in the production of suitcases, bags, clothes and perfumes. It is part of the French holding Kering. Gucci managed to win fans around the world and declare itself as the most expensive, prestigious and popular brand. The only fashion house that was able to bypass it in terms of sales is. Even in 2017, Gucci continues to hold a leading position and pleases regular customers with new trends.
Gucci fashion house
Story
The history of the brand began in the distant 1904. It was then that the young and ambitious Guccio Gucci opened his first shop-workshop, where he sold things for equestrian sports. It is worth noting that Guccio was born in 1881 and from childhood he was involved in the world of art and needlework. His father was engaged in the manufacture and sale of hats, and of course, he was able to teach all the intricacies of cutting and sewing to his son.
However, 23-year-old Guccio's first store was not successful. Due to bad trade and a quarrel with his father, the guy decided to go to conquer the capital of Britain. He got a job at the legendary hotel "The Savoy". For 10 years of work, the man managed to try himself as a bellhop, elevator operator and porter. However, during this time, Guccio acquired something more.
He noticed that rich guests always came with high-quality expensive suitcases, thanks to which the social status of a person and his financial condition were immediately clear. While working in London, the young man managed to accumulate 30 thousand lire, which he decided to invest in a new business.
Gucci returned to his homeland in Italy and opened a workshop in which he made things for jockeys and suitcases. This time, his strategy worked. He preferred only the best leather, from which he sewed clothes of the highest quality.
Over time, the legendary riders wanted to ride only in Gucci uniforms, thanks to which the brand became incredibly popular.
By this time, the founder had already managed to get married and become the father of 6 children. The four sons began to actively help Guccio in his workshop. Eldest son Aldo helped the brand become more recognizable. It was he who suggested that his father use a logo that looks like two letters G, denoting the initials of the founder. In 1937, the modest workshop turned into a full-fledged factory. From that moment on, the family took up the manufacture of handbags and gloves.
In 1938, the debut Gucci store was opened in the heart of Rome, proudly located on Via Condotti. Already by the 40s, branded stores were located throughout the country. His son Aldo played his role in the prosperity of the brand. He not only expanded the assortment with new scarves and ties, but also brought Gucci to the intercontinental market. Thanks to him, in 1953, the first branded boutique opened in America, which is located on Fifth Avenue in New York.
In addition, Aldo contributed to the emergence of a handbag with a bamboo handle, which fell in love with all ladies with exquisite taste. It was worn by both queens and famous actresses. The handbag was improved and sold to this 2017.
And also branded items were often used in films. For example, in the legendary painting “Roman Holiday”, Audrey Hepburn’s neck is decorated with a thin scarf from Gucci, and branded moccasins are visible on her feet.
Also incredibly famous handbag on a long strap, which in the future was called "Jacky-O!". It was this model that became popular thanks to the first lady of the United States, Jacqueline Kennedy, in whose honor it got its name. The family that rules Monaco was also delighted with this brand. During the prince's wedding, all the guests received an exclusive scarf from Gucci as a present, and the brand itself became the supplier of the royal court.
Gucci family split
In 1953, the founder of the fashion house passed away, after which the sons Aldo and Rodolfo took over the management. Aldo continued to expand the business, so he moved to America. In addition, he managed to open boutiques in the capitals of England and France, and in the late 60s - in China, Japan and South Korea.
In the 1970s, numerous disagreements and quarrels between members of the Gucci family practically bankrupted the company. Aldo took control of the family business, while only 20% of the shares were available to his brother Rodolphe. In the same period, the first gucci perfumes were born. This unit was led by Aldo's son Paolo.
To support the new line, Aldo entered into a contract with small firms that began to produce various accessories from Gucci. Among other little things were pens, lighters, cosmetic bags and much more. They were incredibly cheap and didn't live up to the company's luxury status.
Such an incorrect strategic decision almost led to the ruin of the fashion house. Ordinary people wanted to have at least a Gucci pen. Wealthy clients were outraged that now this brand was no longer considered a luxury item, so they began to massively switch to other brands.
The splits in the family continued. This time, Paolo sued to win back part of the company, for which Aldo fired him from all positions. In retaliation, the son reported $7 million in tax evasion to the authorities, for which his father was sentenced to 1 year in prison. Later, Paolo sold his stake for 41 million and was no longer involved in the family business.
After Rodolfo passed away in 1983, his son Maurizio took over the fashion house. During the years of his reign, the company suffered even more setbacks. Because of the right to produce counterfeit goods with the Gucci logo, many Asian firms have made a fortune. Of course, a huge number of fakes had a negative impact on regular customers. In the late 80s, wearing Gucci was considered bad manners.
In 1993, Maurizio sold all his shares to the investment company Investcorp. Since then, none of the Gucci family has run the business.
Brand resurrection
In the mid-90s, Domenico de Saul became the head of the company. It was he who managed to revive the former greatness of the Gucci fashion house. It was no longer necessary to know how to tell a fake from an original because De Soll had revoked all licenses to use the brand name. One of the strategically correct decisions was to hire legendary designer Tom Ford as creative director. It was Tom who was able to pay attention to the stronger sex, creating men's collections for Gucci.
It was this union that helped renew the former name of Gucci. The incredible collections of Tom Ford plus the competent marketing policy of de Solla did their job. Already in the mid-90s, Gucci was one of the most expensive and best-selling brands in the world.
In 2004, PPR Corporation became the new owner of the fashion house. Due to numerous disagreements over the conduct of the business, De Soll and Ford ceased to be part of Gucci. Tom's final show was the most successful in the history of the fashion house. Creating it, he returned to the origins of this brand - equestrian paraphernalia.
Models and designers
Ford's place was taken by his student Alessandra Facchinetti, and Frida Giannini became the new accessories designer. In 2006, Facchinetti left the company due to disagreements with management, and Giannini took her place. She spent 9 years of her life designing women's and men's collections for Gucci. However, this year 2017 she will no longer please fans of this brand with new creations. In 2015, without waiting for her show, Frida quit.
Gucci is considered one of the best-selling brands in the world, so almost all modern supermodels dream of defiling at a show or becoming the face of a new collection. For example, she presented new collections three times, and was also the face of the legendary Flora by Gucci perfume.
In addition, the Russian supermodel from 2005 to 2011 was the face of this brand. In addition to fashion models, among whom also turned out to be, the brand was represented by such celebrities as Jared Leto, Jennifer Lopez, Drew Barrymore, James Franco and Chris Evans.
At the time of 2017, the creative director of the brand is Alessandro Michele. He changed the approach to fashion shows and was the first to decide to combine the show of women's and men's collections. For the first time, viewers were able to see such changes during the show of the autumn-winter collection 2016-2017 in Milan.
The biggest stores
One of the largest stores is located in Zhongshan North Road, Taipei, Taiwan. The boutique is a multi-storey building, which is completely filled with the products of the legendary fashion house.
Unfortunately, not all boutiques are so majestic, but each of them exudes luxury and exquisite taste. We can recommend you a few not so big, but definitely worthwhile stores. For example, be sure to visit the Gucci boutique in Paris or Sydney.
In the summer of 2013, the largest men's boutique opened in Milan. It covers an area of 1600 square meters. In addition, there are also several stores in Russia that are worthy of attention. There are 5 branded boutiques in Moscow, as well as one each in Yekaterinburg, Samara, Sochi, St. Petersburg and Nizhny Novgorod.
Movies
In 2013, actor James Franco presented his documentary The Director to the world, in which he told the whole behind the scenes of the fashion house.
In addition, in 2016, Wong Kar-wai announced his desire to make another picture dedicated to Gucci. He plans to collaborate with Annapurna Pictures and wants to cast actress Margot Roby in the lead role.
Contact Information
- Official site: gucci.com;
- Instagram:@gucci
- Main office: Milan, via Broletto 20.
Ask the most desperate fashionista about what bag she dreams about every night this season. We're willing to bet it's Dionysus by Gucci. Thanks to the extraordinary talent of creative director Alessandro Michele, the iconic label has become even more popular, returned to the covers of fashion magazines and drove celebrities crazy. Surely someone, inspired by the new sound of the brand, pulled out a vintage grandmother's shopper the size of an impressive laptop from the depths of the closet (and someone always knew his price and did not lose).
But such legendary brands do not become famous overnight. The history of Gucci dates back to the 1920s, so you can spend a lot of time studying it. We'll recap the highlights with a selection of 19 facts from the label's biography.
What do the two "G"s in the logo stand for? It's Guccio Gucci!
Guccio Gucci began his journey in the fashion world with a suitcase craft
Guccio founded his empire in 1921 in Florence (Italy). Initially, the designer's job was to create suitcases, which is not surprising, because before that he served in the Savoy Hotel in London ... as an elevator operator! At that time, he met luxurious fashionistas (like Marilyn Monroe) and carried their suitcases, and later they flaunted in his accessories.
Gucci was inspired by horse racing
Horse harness - an unexpected source of inspiration
Surely now it will become very clear to many where the signature element of many Gucci accessories came from - it repeats horse bits and stirrups.
The first boutique in New York opened in 1953
This is how a crowd of fans greeted Grace Kelly at the Gucci boutique in Rome in 1959
And it was the first ever luxury Italian store to open in the United States of America. In the same year, Guccio Gucci died, and the management of the fashion house passed to his four sons. To date, the brand has about 550 boutiques around the world.
Iconic Gucci loafers appeared in 1932
These trendy loafers have a long and eventful history.
While modern examples of these incomparable shoes, worn on the feet of fashionistas, roam the streets of megacities in extravagant fur trim, their classic great-grandfathers are exhibited at the New York Museum of Modern Art.
Canvas began to be used during the Second World War
The Gucci symbol - red and green stripes - was born during the war years
Due to wartime material shortages, the Gucci team was forced to replace the leather with cotton canvas. It was then that the signature autograph of the brand was invented - red-green stripes.
Year of birth of bamboo handles - 1947
Bamboo handles of Gucci bags have stood the test of time and remain relevant to this day.
Casting and firing this piece began in the late 1940s, and it still looks unusual and stylish.
The brand has repeatedly collaborated with car brands
Road decoration - a car decorated with Gucci paraphernalia
In the early 70s, Gucci was commissioned to improve the look of the AMC Hornet. The result is a luxurious car adorned with red and green stripes and the Gucci crest.
Tom Ford was the label's art director from 1994 to 2005.
Tom Ford brings some American chic to the Italian brand
The designer modernized Gucci and propelled the brand to the pinnacle of success with his innovative American take on fashion.
Frida Giannini appointed creative director in 2005
Woman on the ship - to success: Frida Giannini fits perfectly into the Gucci team
She started working at Gucci in 2002. Then she was entrusted with the leadership of the women's line of ready-to-wear and accessories, but a year later the fragile, but very talented girl completely seized power in the fashion house.
In 1998, Gucci jeans entered the Guinness Book of Records.
Jeans are the head of everything: Gucci pays special attention to this indispensable part of the wardrobe
And this model was the most expensive pair of jeans: they were sold in Milan for a huge amount - 3134 dollars! The Gucci record was broken only in 2005 by Levi's pants, which went to an anonymous collector from Japan for $60,000. Subsequently, jeans in the Gucci lines were not embroidered or decorated as soon as they were (in the photo - a model from this year's interim collection), but the fact remains: denim has always meant a lot in the creation of Gucci women's clothes.
Among the most expensive brands Gucci ranked 38th
Gucci is one of the most expensive or, better to say, valuable brands.
This position was allocated to the brand in its list by Forbes magazine. The label is currently valued at $12.4 billion.
Gucci Group is not only Gucci
Under the wing of Kering there are many famous brands
The Gucci Group conglomerate, now called Kering, has brought together labels such as Bottega Veneta, Yves Saint Laurent, Stella McCartney, and Alexander McQueen under its roof.
In 2015, Alessandro Michele took over as brand designer
Alessandro Michele brings a bit of extravagance and extravagance to the Gucci house
A native Roman, Alessandro was previously a senior accessories designer at Fendi and also worked for the Tom Ford brand in 2002.
In the autumn collection of 2016 Michele presented a new vision of the brand
The full versatility of Michele's talent was revealed in his latest collection for Gucci
The first few lines were just a rehearsal. In the latter, Alessandro revealed himself completely (and Gucci along with him).
The label is open for the most unexpected collaborations
High fashion + street art = friendship. Gucci knows the secret to success lies in being open to unexpected partnerships.
For the fall 2016 collection, Michele collaborated with GucciGhost, also known as Trouble Andrew, a graffiti artist who painted shoppers, shoulder bags and even midi skirts in a hooligan way.
Dionysus - the bag that all fashionistas dream of
The Dionysus bag is a Gucci style dream
There is enough variety of variations of this accessory: one bag is decorated with plants, the other - with birds, the third - with insects. But each of them very quickly finds its mistress, whether it be a celebrity or a street fashion star.
Gucci dress obsession
At Jimmy Fallon's studio, Dakota Johnson "met" the perfect Gucci dress accessory
The dress from the spring collection of 2016 managed to appear on the covers of three magazines, and TV presenter Jimmy Fallon was able to evaluate it live when Dakota Johnson came to his studio in just such an outfit. With the yellow phone on Fallon's desk, the dress looked just perfect.
The brand has been cooperating with UNICEF since 2005
Gucci donates a percentage of sales to a foundation dedicated to education, health and clean water for African children suffering from HIV and AIDS. In 2008, with this Rihanna ad, the brand introduced a new collection, part of the proceeds from which went to help those in need.
Gucci opens label museum in Italy
The doors of the Gucci house opened in the distant 20s, and now it's time to open a whole museum
The Gucci Museum is spread over 1715 square meters within the walls of the Palau de Commerce in Florence. Its collection spans 90 years of the brand's history.
The Gucci House can be compared to a long-lived man - 90 years of a bright and extraordinary life. But this is the difference between a fashion brand and a person: the former can outlive the latter by two or even three times. Let Gucci survive at four. For this, he has everything: the label is open to the most talented and extraordinary designers, it feels changes in trends, and most importantly, it knows how to remain the cherished dream of millions.