GUCCI (Part 2) - From the Crime to the Renaissance

1995 marks a disruptive chapter in Gucci's history, with the assassination of Maurizio Gucci, one of the heirs of the founding family. This tragic event signaled the beginning of a new era for the brand, characterized by challenges, changes, and ultimately, rebirth. Let's explore how Gucci faced the adversities of the last decades and emerged stronger than ever.



Crisis and Transformation: Following Maurizio Gucci's murder, the Gucci brand became embroiled in a series of legal controversies and power struggles within the family. This tumultuous period led to a decline in the brand's image and the need for radical change.

In 1999, the Gucci brand was acquired by the French company Pinault-Printemps-Redoute (now Kering), bringing with it new leadership and a new strategic direction for the company. This marked the beginning of a new phase for Gucci, with a greater focus on international expansion and creative innovation.



In the context of Gucci's transformation, the arrival of Alessandro Michele represented a crucial turning point. Michele was appointed creative director of the brand in January 2015, after previously being a member of Gucci's creative team. His appointment was a bold and revolutionary decision, as Michele was not an obvious choice for the position.

However, his innovative vision and ability to reinterpret Gucci's classic aesthetic in a provocative and contemporary way immediately captured the attention of the fashion world. Michele introduced an eclectic and avant-garde aesthetic, characterized by floral motifs, ornamental details, and distinctive eccentricity.

Under Michele's guidance, Gucci underwent a radical transformation, embracing a new design philosophy and a bolder, more multifaceted brand identity. His influence was evident in every aspect of the brand, from fashion to accessories, advertising, and customer experiences.


Thanks to his talent and innovative vision, Alessandro Michele has propelled Gucci to new heights of success and influence in the fashion world. His leadership has significantly contributed to the renewed prestige and popularity of Gucci globally, establishing the brand as an icon of contemporary style and a driving force in the fashion industry.

Today, Gucci remains one of the most recognized and influential luxury brands in the world. With an increasingly strong global presence and constant creative innovation, Gucci is preparing to face the challenges and opportunities of the future with confidence and determination.

The story of Gucci from 1995 onwards is a testament to the strength of resilience and the ability to reinvent an iconic brand. Through adversities and challenges, Gucci has emerged stronger than ever, guided by bold vision and a commitment to creative excellence. Looking to the future, Gucci continues to be a beacon of innovation and style in the global fashion world.