Editing Gucci (section)

==History==
=== 1921 birth in Florence ===
{{See also|Guccio Gucci}}
[[File:Guccio Gucci c.1940.JPG|thumb|The founder Guccio Gucci]]
The Gucci family claims its origins are rooted in the merchant city of [[Florence]] since around 1410. Guccio Giovanbattista Giacinto Dario Maria Gucci (1881–1953) left Florence for [[Paris]], and settled in [[London]] in 1897 to work at the high-end [[Savoy Hotel]]. While working as a bellhop there, he would load/unload the luggage of the hotel's wealthy clients, learning about their tastes in fashion, quality, fabrics, and traveling conditions. He later worked four years for the [[Compagnie des Wagons-Lits]], the European rail company that specialized in upscale travel leisure, thus further enhancing his experience with luxurious traveling lifestyles. After [[World War I]], he worked for the maker of fine luggage [[Franzi]].<ref name="Gucci 2016 p">{{harv|Gucci|2016|p=}}</ref><ref name="Forden 2001 p">{{harv|Forden|2001|p=}}</ref>

In 1921, Guccio Gucci bought his own shop on Via della Vigna Nuova in Florence, ''Azienda Individuale Guccio Gucci'',<ref>{{cite web |date=2018-01-24 |title=GUCCI |url=https://moda.mam-e.it/dizionario-della-moda/gucci/ |access-date=2020-09-22 |work=Enciclopedia della moda Mame |language=it-IT |archive-date=19 November 2020 |archive-url=https://web.archive.org/web/20201119212615/https://moda.mam-e.it/dizionario-della-moda/gucci/ |url-status=live }}</ref> where he sold imported leather luggage. He also opened a small workshop to have his own leather goods made by local craftsmen. Eventually, a larger workshop had to be acquired to house Gucci's sixty artisans. In 1935, the [[Second Italo-Ethiopian War|invasion of Ethiopia]] by Mussolini led the [[League of Nations]] to impose a trade embargo on Italy. Leather became scarce, pushing Guccio Gucci to introduce other fabrics in the composition of the products, such as raffia, wicker, wood, linen and jute. The rombi motif, a Gucci signature, was created. The Guccis developed a new tanning technique to produce "''cuoio grasso''", which became a Gucci trademark. In 1937, Gucci launched its handbags.<ref name="Forden 2001 p"/><ref name="Gucci 2016 p"/>

Guccio's wife and children all worked in the shop. [[Aldo Gucci|Aldo]], the son of Guccio, became increasingly involved in the family company since he started working there in 1925. He convinced his father to grow by opening a new shop in [[Rome]] (21 Via Condotti) in 1938, and launched more Gucci accessories (gloves, belts, [[wallet]]s, keychains). During [[World War II]], the artisans of Gucci worked on making boots for the Italian infantry.<ref name="Forden 2001 p"/><ref name="Gucci 2016 p"/>

The company made handbags of cotton [[canvas]] rather than leather during World War II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. After the war, the Gucci crest, which showed a shield and armored knight surrounded by a ribbon inscribed with the family name, became synonymous with the city of Florence.

=== Post-war ''Dolce Vita'' ===
{{See also|Aldo Gucci|Rodolfo Gucci}}
[[File:Gucci, bamboo bag, 1960-65 ca. (firenze, archivio storico gucci).jpg|thumb|Bamboo bag]]
After the war, Guccio Gucci distributed the shares of the company to his three sons (Aldo, Vasco and [[Rodolfo Gucci|Rodolfo]]). In 1947, Gucci launched the Bamboo bag.<ref>Date estimated by the fashion historian Aurora Fiorentini</ref> The bag created using lightweight bamboo for handles was a response to continued post-war material scarcity.<ref>{{Cite web |date=2024-06-13 |title=The Gucci Bamboo bag is as relevant now as it was 75 years ago |url=https://www.harpersbazaar.com/uk/fashion/what-to-wear/a40805954/gucci-bamboo-bag/ |access-date=2024-11-07 |website=Harper's BAZAAR |language=en-GB}}</ref><ref>{{Cite web |title=Guccio Gucci: From Humble Origins to Building a Fashion Empire |url=https://dsfantiquejewelry.com/blogs/journal/in-lucru-guccio-gucci-from-humble-origins-to-building-a-fashion-empire |access-date=2024-11-07 |website=DSF Antique Jewelry |language=en}}</ref> The brand launched its first global tagline, ''Quality is remembered long after price is forgotten''. The iconic [[moccasin]]s (Gucci [[loafer]]) were launched in 1952. Guccio Gucci died on 2 January 1953 in Milan. In November 1953, Gucci opened its first US store on [[Fifth Avenue|5th Avenue]] and [[58th Street (Manhattan)|58th Street]] in New York. A second NY shop opened in the [[Saint Regis Hotel]] in 1960, and a third on 5th Avenue and [[54th Street (Manhattan)|54th Street]] in 1973, leading the locals to call this NY area "Gucci City".<ref name="Gucci 2016 p"/>

In 1961, Gucci opened stores in [[London]] and [[Palm Beach, Florida|Palm Beach]], and launched the Jackie Bag. In March 1963, Gucci opened its first French store near [[Place Vendôme]] in [[Paris]].<ref name="Gucci 2016 p"/> The double-G logo for belt buckles and other accessory decorations was introduced in 1964.<ref name="Logo">{{cite web |title=Gucci Logo |url=http://www.famouslogos.net/gucci-logo/ |url-status=dead |archive-url=https://web.archive.org/web/20121018004216/http://www.famouslogos.net/gucci-logo |archive-date=18 October 2012 |access-date=20 March 2011 |website=FamousLogos.net}}</ref> The Flora scarf was designed in 1966 by Rodolfo Gucci and Vittorio Accornero for [[Grace Kelly]], Princess of Monaco, who became a notable consumer of Gucci products. In October 1968, Gucci opened a store at 347 [[Rodeo Drive]], driving many Hollywood stars to endorse the brand. With the Rodeo Drive opening came the launch of Gucci's first dresses. Gucci's breakthrough in the United States led to its global development in Asia (Tokyo opening in 1972, Hong Kong in 1974) and the Middle East.<ref name="Gucci 2016 p" /> In Brussels, Aldo's son Roberto piloted the first Gucci franchised store. By 1969, Gucci was managing ten shops in the United States. 84,000 Gucci moccasins were sold in the US alone that year. US President [[John F. Kennedy]] called Aldo Gucci the "first Italian ambassador to the United States".<ref name="Forden 2001 p" />

Gucci launched a [[Rolls-Royce Motor Cars|Rolls-Royce]] luggage set in 1970<ref name="Gucci 2016 p" /> and partnered with [[American Motors Corporation]] (AMC) to create the [[AMC Hornet#Gucci Sportabout|Gucci version of the AMC Hornet]] that was marketed during the 1971, 1972, and 1973 model years. The Gucci Sportabout wagon became one of the first American cars to offer a special luxury [[trim package]] created by a famous fashion designer.<ref>{{cite book |title=The Complete Encyclopedia of Motorcars 1885 to the present |publisher=Guild Publishing |year=1985 |editor-last=Georgano |editor-first=G.N. |page=93}}</ref><ref>{{cite journal |last=Lund |first=Robert |date=October 1971 |title=AMC gets it together |url=https://books.google.com/books?id=UtgDAAAAMBAJ&q=Gucci+sportabout&pg=PA206 |url-status=live |journal=Popular Mechanics |volume=136 |issue=4 |pages=116–118, 206 |archive-url=https://web.archive.org/web/20170301110606/https://books.google.com/books?id=UtgDAAAAMBAJ&pg=PA206&dq=Gucci+sportabout |archive-date=1 March 2017 |access-date=28 June 2017}}</ref><ref>{{cite web |last=Dunnaway |first=Jen |date=10 April 2009 |title=Hot: Gucci-Edition Hornet Interior! |url=http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior/ |archive-url=https://web.archive.org/web/20140313022445/http://blog.cardomain.com/2009/04/10/hot-gucci-edition-hornet-interior |archive-date=13 March 2014 |access-date=28 June 2017 |website=cardomain.com}}</ref> Gucci launched Gucci Perfumes (Il Mio Profumo) and its first watch (Model 2000) in 1972, its first franchised store in the US in 1973, and opened the Gucci Galleria in its Beverly Hills store in 1977, a private art gallery adjoined to the store and reserved to premium clients who were given a golden key to access it.<ref name="Gucci 2016 p" /><ref name="Forden 2001 p" /> From 1978 to 1984 a [[Miami]]-based [[coachbuilder]] marketed a Gucci edition of the [[Cadillac Seville]] sedan (the 1978 model is exhibited at the Gucci Museum).<ref name="Alook">{{cite web |author=Sean |date=24 April 2012 |title=A look at 40 years of Gucci edition cars from American Motors to Cadillac to Fiat |url=http://www.classiccarstodayonline.com/2012/04/24/40-years-of-gucci-edition-cars-spanning-american-motors-to-cadillac-now-fiat/ |url-status=dead |archive-url=https://web.archive.org/web/20170413183006/http://www.classiccarstodayonline.com/2012/04/24/40-years-of-gucci-edition-cars-spanning-american-motors-to-cadillac-now-fiat |archive-date=13 April 2017 |access-date=28 June 2017 |work=Classic Cars Today Online}}</ref> Prices of Gucci products kept going up, the pouch handbag going from $79 in the 1960s to $175 in 1974.<ref>{{Cite news |last=Taylor |first=Angela |date=1974-12-21 |title=But at Gucci You'd Think People Had Money to Burn |url=https://www.nytimes.com/1974/12/21/archives/but-at-gucci-youd-think-people-had-money-to-burn.html |access-date=2025-04-01 |work=The New York Times |language=en-US |issn=0362-4331}}</ref>

In 1985, the Gucci loafer became part of the permanent collection of the [[Museum of Modern Art|New York Moma]].<ref>{{cite news |last=Cartner-Morley |first=Jess |date=2011-09-26 |title=The story of Gucci |language=en-GB |work=The Guardian |url=https://www.theguardian.com/fashion/2011/sep/26/story-of-gucci |access-date=2020-08-16 |archive-date=13 April 2021 |archive-url=https://web.archive.org/web/20210413231314/https://www.theguardian.com/fashion/2011/sep/26/story-of-gucci |url-status=live }}</ref>

=== 1980s Gucci's family feud ===
{{See also|Maurizio Gucci}}
In 1969, Giorgio, the son of Aldo, had sparked the first family feud by launching ''Gucci Boutique'' on his own, which was finally reabsorbed by the family group in 1972.<ref name="Forden 2001 p"/> During the 1980s, the Gucci saga eroded the family-held top management of the company and fed the press headlines. [[Paolo Gucci]], son of Aldo, tried to launch the brand ''Gucci Plus'' on his own. Aldo was criticized for developing most of the international business under Gucci America, which he owned. In 1982, to ease tensions in the family, the Gucci group was consolidated and became a publicly traded company, Guccio Gucci SpA.<ref>{{cite web |date=2009-06-17 |title=Guccio Gucci |url=https://www.theflorentine.net/2009/06/18/guccio-gucci/ |access-date=2020-09-18 |work=The Florentine |language=en-US |archive-date=12 October 2020 |archive-url=https://web.archive.org/web/20201012064047/https://www.theflorentine.net/2009/06/18/guccio-gucci/ |url-status=dead}}</ref><ref name="Gucci 2016 p"/> In May 1983, Rodolfo died. His son Maurizio Gucci inherited his father's majority stake in the company and launched a legal war against his uncle Aldo for full control of Gucci (a prosecution led by the city prosecutor [[Rudy Giuliani|Rudolph Giuliani]], and with [[Domenico De Sole|Domenico de Sole]] representing the Gucci family).<ref name="Gucci 2016 p"/> [[Maurizio Gucci]] took over the company's direction.<ref name=":9">{{Cite news |last=Dionne |first=E. J. |date=1985-08-11 |title=FAMILY PEACEMAKER; REPAIRING THE HOUSE OF GUCCI |url=https://www.nytimes.com/1985/08/11/business/family-peacemaker-repairing-the-house-of-gucci.html |access-date=2025-04-01 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> In 1986, Aldo Gucci, 81, with only 16.7% of Gucci left in his possession, was sentenced to a year in prison for [[tax evasion]]<ref>{{Cite news |last=Lubasch |first=Arnold H. |date=1986-09-12 |title=Gucci, 81, Gets Year in Prison in Federal Tax Case |language=en-US |work=The New York Times |url=https://www.nytimes.com/1986/09/12/nyregion/gucci-81-gets-year-in-prison-in-federal-tax-case.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=10 September 2020 |archive-url=https://web.archive.org/web/20200910073705/https://www.nytimes.com/1986/09/12/nyregion/gucci-81-gets-year-in-prison-in-federal-tax-case.html |url-status=live }}</ref><ref>{{cite web |title=Gucci Fashionable in Prison |url=https://www.upi.com/Archives/1987/04/01/GUCCI-FASHIONABLE-IN-PRISON/3772544251600/ |access-date=2020-08-16 |work=UPI |language=en |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203072624/https://www.upi.com/Archives/1987/04/01/GUCCI-FASHIONABLE-IN-PRISON/3772544251600/ |url-status=live }}</ref> (in a prison where [[Albert Nipon]] was also an inmate<ref name="Gucci 2016 p" />). The artwork of the Gucci Galleria was liquidated.<ref name="Gucci 2016 p" /> In 1988, Maurizio Gucci sold almost 47.8% of Gucci to the [[Bahrain]]-based investment fund [[Investcorp]] (owner of [[Tiffany & Co.|Tiffany]] since 1984), and withheld the other 50%.<ref>{{cite web |date=1988-06-07 |title=Investcorp Buys Half of Gucci |url=https://www.joc.com/investcorp-buys-half-gucci_19880607.html |access-date=2020-08-16 |website=joc.com |archive-date=28 November 2020 |archive-url=https://web.archive.org/web/20201128000318/https://www.joc.com/investcorp-buys-half-gucci_19880607.html |url-status=live }}</ref>

Despite the family disputes, between 1981 and 1987, the sales of trademarked Gucci products reached $400 million,<ref>{{cite web |date=12 June 1989 |title=Gucci America, Inc. v. Dart, Inc., 715 F. Supp. 566 |url=https://casetext.com/case/gucci-america-inc-v-dart-inc |access-date=17 September 2020 |website=casetext.com |archive-date=7 December 2021 |archive-url=https://web.archive.org/web/20211207134633/https://casetext.com/case/gucci-america-inc-v-dart-inc |url-status=live }}</ref> and $227 million in 1990 alone.<ref name="Anderson">{{cite news |last=Anderson |first=Lisa |date=15 January 1992 |title=Born-Again Status |newspaper=Chicago Tribune |url=https://www.chicagotribune.com/news/ct-xpm-1992-01-15-9201040969-story.html |access-date=17 September 2020 |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203202003/https://www.chicagotribune.com/news/ct-xpm-1992-01-15-9201040969-story.html |url-status=live }}</ref> The 1980s were characterized by a mass-production of Gucci products (700,000 handbags produced annually<ref name=":9" />), which generated revenue but negatively affected Gucci's position as an exclusive luxury brand. Maurizio Gucci hired [[Dawn Mello]] to put Gucci back on tracks.<ref>{{cite news |last=Fabrikant |first=Geraldine |date=1992-06-15 |title=Gucci's Current Campaign: Recovering Its Elite Image |language=en-US |newspaper=The New York Times |url=https://www.nytimes.com/1992/06/15/business/media-business-advertising-gucci-s-current-campaign-recovering-its-elite-image.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=1 July 2023 |archive-url=https://web.archive.org/web/20230701034453/https://www.nytimes.com/1992/06/15/business/media-business-advertising-gucci-s-current-campaign-recovering-its-elite-image.html |url-status=live }}</ref><ref name="Anderson" />

From 1991 to 1993, Gucci's finances were still in the red. Maurizio Gucci was blamed for spending extravagant amounts of money on the company's headquarters in Florence (Via delle Caldaie palazzo) and in Milan. Investcorp bought the remaining 50% of Guccio Gucci S.p.A. from Maurizio Gucci in 1993, ending the family involvement in the group.<ref name=":3" /> In March 1995, Maurizio Gucci was shot dead in the lobby of Gucci's Milan office.<ref>{{cite web |date=1995-03-28 |title=Gucci heir shot dead at Milan office |url=http://www.independent.co.uk/news/world/gucci-heir-shot-dead-at-milan-office-1613072.html |access-date=2020-08-16 |work=The Independent |language=en |archive-date=29 July 2021 |archive-url=https://web.archive.org/web/20210729001346/https://www.independent.co.uk/news/world/gucci-heir-shot-dead-at-milan-office-1613072.html |url-status=live }}</ref> His ex-wife [[Patrizia Reggiani]] served 16 years in jail for hiring the hitman to murder him.<ref>{{cite web |title=Gucci Ex-Wife Guilty Of Murder |url=https://www.cbsnews.com/news/gucci-ex-wife-guilty-of-murder/ |access-date=2020-08-16 |website=CBS News |date=2 November 1998 |language=en-US |archive-date=3 December 2020 |archive-url=https://web.archive.org/web/20201203180446/https://www.cbsnews.com/news/gucci-ex-wife-guilty-of-murder/ |url-status=live }}</ref>

=== Porno Chic Revival ===
{{See also|Tom Ford|Domenico De Sole}}
Dawn Mello<ref>{{cite book |last=Tiffany |first=John A. |title=Dawn: the career of the legendary fashion retailer Dawn Mello |date=2019 |publisher=Pointed Leaf Press |isbn=9781938461958}}</ref> was hired in November 1989 as Gucci's executive vice president and chief designer. She reduced the number of stores from over 1,000 to 180 in a move to rebuild the brand's exclusivity. She also reduced the number of items sold by Gucci from 22,000 to 7,000. She revived the Bamboo bag and the Gucci loafer. She moved Gucci's headquarters back from Milan to Florence, where the history of Gucci is deeply rooted.<ref name="Anderson"/>

Dawn Mello hired Tom Ford to oversee the women's ready-to-wear collection.<ref name=":3">{{Cite news |last=Tagliabue |first=John |date=1995-12-14 |title=Gucci Gains Ground With Revival of Style;Belt-Tightening in the Work Force And Lavish Spending on Marketing |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/12/14/business/international-business-gucci-gains-ground-with-revival-style-belt-tightening.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=13 January 2022 |archive-url=https://web.archive.org/web/20220113055238/https://www.nytimes.com/1995/12/14/business/international-business-gucci-gains-ground-with-revival-style-belt-tightening.html |url-status=live }}</ref> In 1994, Tom Ford was named creative director of Gucci.<ref>{{cite news |last=White |first=Constance C.R. |title=Patterns |url=https://www.nytimes.com/1995/10/10/style/patterns-191995.html |newspaper=The New York Times |date=10 October 1995 |access-date=17 September 2020 |archive-date=2 September 2022 |archive-url=https://web.archive.org/web/20220902112754/https://www.nytimes.com/1995/10/10/style/patterns-191995.html |url-status=live }}</ref> Ford and Mello revisited the 1970s archives of the brand. Ford's 1995 collection, which included the sensual white dresses with provocative cut-outs, became an instant hit.<ref name=":3"/> Revived through the ''hot-bod'' hedonism of Tom Ford's creations, Gucci also launched provocative products in limited edition such as silver handcuffs,<ref>{{Cite web |date=1998-10-11 |title=Real People: Whip me, beat me, buy me |url=http://www.independent.co.uk/life-style/real-people-whip-me-beat-me-buy-me-1177438.html |access-date=2020-08-16 |work=The Independent |language=en |archive-date=16 March 2016 |archive-url=https://web.archive.org/web/20160316162906/http://www.independent.co.uk/life-style/real-people-whip-me-beat-me-buy-me-1177438.html |url-status=live }}</ref> a [[G-string]]<ref>{{cite news |last=Menkes |first=Suzy |title=Gucci Offers Some Airs On a Worn-Out G-String |url=https://www.nytimes.com/1997/10/08/style/IHT-gucci-offers-some-airs-on-a-wornout-gstring.html |newspaper=The New York Times |date=8 October 1997 |access-date=17 September 2020 |archive-date=1 July 2023 |archive-url=https://web.archive.org/web/20230701034453/https://www.nytimes.com/1997/10/08/style/IHT-gucci-offers-some-airs-on-a-wornout-gstring.html |url-status=live }}</ref> and provocative ad campaigns such as the G logo shaved on pubic hair.<ref>{{cite web |last=Katz |first=Evan Ross |title=The Gucci Pubic Hair Ad Might Be More Controversial 15 Years Later |url=https://garage.vice.com/en_us/article/wj3k44/gucci-pubic-hair |work=Garage |date=17 December 2018 |access-date=17 September 2020 |archive-date=28 November 2020 |archive-url=https://web.archive.org/web/20201128052111/https://garage.vice.com/en_us/article/wj3k44/gucci-pubic-hair |url-status=dead }}</ref>
[[File:Gucci, Holt Renfrew.jpg|thumb|Gucci dress]]
[[Domenico De Sole]], legal adviser to the Gucci family since the 1980s and CEO of Gucci since 1994, campaigned for Gucci's leather manufacturers in Italy to keep working together and developed a partners' program to strengthen their ties. He reviewed the pricing of each product and gradually raised Gucci's advertising budget from $6 million in 1993 to $70 million in 1997.<ref>{{cite web |title=The Turnaround Champ of Haute Couture Gucci Group CEO Domenico De Sole Tells How He Rescued a Dying Brand—With New Marketing, Lower Prices, and "Terminator Tours" |first1=Domenico |last1=De Sole |first2=Faye |last2=Rice |date=24 November 1997 |url=https://money.cnn.com/magazines/fortune/fortune_archive/1997/11/24/234360/index.htm |access-date=5 February 2022 |website=money.cnn.com |archive-date=22 May 2022 |archive-url=https://web.archive.org/web/20220522162645/https://money.cnn.com/magazines/fortune/fortune_archive/1997/11/24/234360/index.htm |url-status=live }}</ref> In October 1995, the company was publicly indexed on the [[NYSE|New York Stock Exchange]] with an initial stock value set at US$22.<ref name=":3" /> Then, from 1995 to 1997, Investcorp sold its interests in Gucci for around US$1.9 billion.<ref>{{cite news |agency=Bloomberg News |date=1997-02-18 |title=Sale of Gucci Lifts Investcorp Earnings |language=en-US |newspaper=The New York Times |url=https://www.nytimes.com/1997/02/18/business/sale-of-gucci-lifts-investcorp-earnings.html |access-date=2020-08-16 |archive-date=2 September 2017 |archive-url=https://web.archive.org/web/20170902100827/https://www.nytimes.com/1997/02/18/business/sale-of-gucci-lifts-investcorp-earnings.html |url-status=live }}</ref>

=== LVMH-PPR struggle over Gucci ===
By January 1999, the French luxury conglomerate [[LVMH]], which had been buying shares of Gucci discreetly since 1995, reached 34% ownership in Gucci Group NV.<ref>{{cite news |last1=Teri |first1=Agins |title=How Italy's Gucci Changed From Has-Been to Talk of Town |url=https://www.wsj.com/articles/SB917397453839750000 |work=The Wall Street Journal |date=27 January 1999 |access-date=17 September 2020 |archive-date=17 May 2022 |archive-url=https://web.archive.org/web/20220517235528/https://www.wsj.com/articles/SB917397453839750000 |url-status=live }}</ref> Seeking a way out of LVMH's control, Tom Ford and Domenico De Sole turned to the French financier [[François Pinault]] and his group [[Pinault Printemps Redoute]], which later became Kering, for an emergency exit. In March, Pinault's group bought out 40% of Gucci at $75 a share, and LVMH's shares decreased to 20.7% in a dilution process. Through the deal, PPR also purchased [[Yves Saint Laurent (brand)|Yves Saint Laurent]] from [[Sanofi]] and sold it back for the same price to the Gucci Group.<ref>{{cite web |title=Pinault secures Gucci tie to frustrate LVMH – Mar. 19, 1999 |url=https://money.cnn.com/1999/03/19/europe/lvmh/ |website=money.cnn.com |date=19 March 1999 |access-date=17 September 2020 |archive-date=1 December 2020 |archive-url=https://web.archive.org/web/20201201215325/https://money.cnn.com/1999/03/19/europe/lvmh/ |url-status=live }}</ref> This ''coup d'état'' in the fashion world launched a cold war between LVMH and the new Gucci-PPR coalition.<ref name="Kapner">{{cite news |last=Kapner |first=Suzanne |title=Pinault Wins Long Battle To Control Gucci Group |url=https://www.nytimes.com/2001/09/11/business/pinault-wins-long-battle-to-control-gucci-group.html |newspaper=The New York Times |date=11 September 2001 |access-date=17 September 2020 |archive-date=31 October 2020 |archive-url=https://web.archive.org/web/20201031200132/https://www.nytimes.com/2001/09/11/business/pinault-wins-long-battle-to-control-gucci-group.html |url-status=live }}</ref> A tension occurred in December 2000 when Gucci bought 51% of [[Alexander McQueen (fashion house)|Alexander McQueen]]'s couture house, as [[alexander McQueen|McQueen]] was also the creative designer of LVMH's [[Givenchy]] at that time.<ref>{{cite news |last=Alexander |first=Hilary |title=Rival left fuming as Gucci sews up McQueen deal |url=https://www.telegraph.co.uk/news/uknews/1377002/Rival-left-fuming-as-Gucci-sews-up-McQueen-deal.html |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/news/uknews/1377002/Rival-left-fuming-as-Gucci-sews-up-McQueen-deal.html |archive-date=10 January 2022 |url-access=subscription |url-status=live |work=The Telegraph |date=5 December 2000 |access-date=17 September 2020}}{{cbignore}}</ref> The feud around Gucci ended in September 2001 when all parties reached an agreement.<ref name="Kapner"/> By the end of 2003, Tom Ford and Domenico De Sole made it official that they would not renew their contract with Gucci-PPR that ended in April 2004.<ref>{{Cite news |last=Horyn |first=Cathy |date=2003-11-05 |title=2 Key Figures in Gucci's Turnaround Are Quitting |language=en-US |work=The New York Times |url=https://www.nytimes.com/2003/11/05/business/2-key-figures-in-gucci-s-turnaround-are-quitting.html |access-date=2020-09-18 |issn=0362-4331 |archive-date=11 June 2019 |archive-url=https://web.archive.org/web/20190611084913/https://www.nytimes.com/2003/11/05/business/2-key-figures-in-gucci-s-turnaround-are-quitting.html |url-status=live }}</ref>

Following Ford's departure, Gucci Group retained three designers to continue the success of the company's flagship label: John Ray, [[Alessandra Facchinetti]] and [[Frida Giannini]], all of whom had worked under Ford's creative direction. Facchinetti was elevated to Creative Director of Women's wear in 2004 and designed for two seasons before leaving the company. Ray served as Creative Director of [[Menswear]] for three years. [[Frida Giannini]] – a Gucci handbag designer since 2002, head of accessories since 2004, and creative director of women's ready-to-wear and accessories since 2005 – was appointed creative director of Gucci in 2006.<ref>{{in lang|es}} Elena Guallart, [https://www.trendencias.com/marcas/frida-giannini-jefa-en-gucci Frida Giannini, jefa en Gucci] {{Webarchive|url=https://web.archive.org/web/20201124101951/https://www.trendencias.com/marcas/frida-giannini-jefa-en-gucci |date=24 November 2020 }}, ''Trendencias.com'', 1 February 2006</ref> Patrizio di Marco, formerly CEO of [[Bottega Veneta]], was named CEO of Gucci in 2008.<ref>Astrid Wendlandt, [https://www.reuters.com/article/us-gucci-ceo/italian-fashion-house-gucci-denies-ousting-ceo-idUSLH9347720080917 Italian fashion house Gucci denies ousting CEO] {{Webarchive|url=https://web.archive.org/web/20201114080950/https://www.reuters.com/article/us-gucci-ceo/italian-fashion-house-gucci-denies-ousting-ceo-idUSLH9347720080917 |date=14 November 2020 }}, ''Reuters.com'', 17 September 2008</ref> Both acclaimed and criticized for perpetually revisiting Tom Ford's archives, Frida Giannini eventually toned down Ford's explosive 'Porno Chic' props over the years "from sexy to sensual", and started to experiment with 'androgynous Bohemian' styles with a 19th-century reminiscence.<ref>Suzy Menkes, [https://www.nytimes.com/2012/02/23/fashion/23iht-rgucci23.html Gucci: From Sexy to Sensual] {{Webarchive|url=https://web.archive.org/web/20210115102405/https://www.nytimes.com/2012/02/23/fashion/23iht-rgucci23.html |date=15 January 2021 }}, ''Nytimes.com'', 22 February 2012</ref> She also developed "neo-classics" such as the New Bamboo and the New Jackie handbags.<ref name="nytimes guardians">Robb Young, [https://www.nytimes.com/2010/11/09/fashion/09iht-rintro.html The Guardians of Heritage] {{Webarchive|url=https://web.archive.org/web/20180202231145/http://www.nytimes.com/2010/11/09/fashion/09iht-rintro.html |date=2 February 2018 }}, ''Nytimes.com'', 8 November 2010</ref> Patrizio di Marco focused on the post-2008 crisis with fewer styles and more midrange products.<ref>Catherine Caines, Natasha Silva-Jelly, [https://www.smh.com.au/lifestyle/fashion/the-new-it-bag-20090624-cwdv.html The new 'it' bag] {{Webarchive|url=https://web.archive.org/web/20201124155538/https://www.smh.com.au/lifestyle/fashion/the-new-it-bag-20090624-cwdv.html |date=24 November 2020 }}, ''Smh.com.au'', 25 June 2009</ref> In 2010, Gucci launched a partnership with the auction house [[Christie's]] to develop a wider repository of the brand's archives and provide an authenticity certification service.<ref name="nytimes guardians" /> In 2011, the company opened the Gucci Museum (''Gucci Museo'') in Florence to celebrate its 90th anniversary.<ref name="vogue museoop">{{cite web |last=Holgate |first=Mark |title=The Gucci Museo Opens in Florence |url=https://www.vogue.com/article/the-gucci-museo-opens-in-florence |access-date=2020-08-16 |work=Vogue |date=27 September 2011 |language=en-us |archive-date=28 September 2020 |archive-url=https://web.archive.org/web/20200928025737/https://www.vogue.com/article/the-gucci-museo-opens-in-florence |url-status=live }}</ref> Between 2010 and 2015, 220 new Gucci stores opened, bringing the total store count to 500.<ref>{{cite news |last=Mesco |first=Manuela |date=2015-02-25 |title=Fashion Executive Sets About Fixing Gucci |language=en-US |work=The Wall Street Journal |url=https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |access-date=2020-09-18 |issn=0099-9660 |archive-date=8 July 2020 |archive-url=https://web.archive.org/web/20200708205204/https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |url-status=live }}</ref>

=== Brand ''Renaissance'' ===
[[File:Camp - Notes on Fashion at the Met - Alessandro Michele for Gucci (73831).jpg|thumb|Two ensembles by Alessandro Michele for Gucci, on display at the [[Metropolitan Museum of Art]] in New York, 2019.]]
In December 2014, Marco Bizzarri, former CEO of [[Bottega Veneta]], was named CEO of Gucci.<ref>[https://www.ft.com/content/1fafd5d8-81f7-11e4-b9d0-00144feabdc0 New Gucci chief Bizzarri viewed as a rising star] {{Webarchive|url=https://web.archive.org/web/20210524235008/https://www.ft.com/content/1fafd5d8-81f7-11e4-b9d0-00144feabdc0 |date=24 May 2021 }}, ''Ft.com'', 12 December 2014</ref> He was tasked to reverse Gucci's declining sales by giving a new impetus to the brand.<ref name="wsj fixing">{{cite news |last=Mesco |first=Manuela |date=2015-02-25 |title=Fashion Executive Sets About Fixing Gucci |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |access-date=2020-08-16 |issn=0099-9660 |archive-date=8 July 2020 |archive-url=https://web.archive.org/web/20200708205204/https://www.wsj.com/articles/fashion-executive-sets-about-fixing-gucci-1424889871 |url-status=live }}</ref> In January 2015, Bizzarri appointed Alessandro Michele as the creative director of Gucci. Alessandro Michele had been working for Gucci since 2002, and he served as Frida Giannini's deputy and head accessories designer. During the Fall show of February 2015, Alessandro Michele introduced "a different Gucci",<ref>{{Cite news |last=Schneier |first=Matthew |date=2015-01-20 |title=After Frida Giannini's Departure, a Brand-New Men's Collection at Gucci |language=en-US |work=The New York Times |url=https://www.nytimes.com/2015/01/20/fashion/after-frida-gianninis-departure-a-brand-new-mens-collection-at-gucci.html |access-date=2020-08-16 |issn=0362-4331 |archive-date=10 September 2018 |archive-url=https://web.archive.org/web/20180910014916/https://www.nytimes.com/2015/01/20/fashion/after-frida-gianninis-departure-a-brand-new-mens-collection-at-gucci.html?_r=0 |url-status=live }}</ref><ref>Rachel Sanderson, [https://www.ft.com/content/77da07b8-a157-11e4-8d19-00144feab7de Gucci appoints Alessandro Michele as new creative director] {{Webarchive|url=https://web.archive.org/web/20200810105942/https://www.ft.com/content/77da07b8-a157-11e4-8d19-00144feab7de |date=10 August 2020 }}, ''Ft.com'', 21 January 2015</ref> one with a "sophisticated, intellectual and androgynous feel".<ref name="wsj fixing" />

Alessandro Michele launched the ''Renaissance'' of Gucci.<ref>{{Cite magazine |last=Mead |first=Rebecca |title=Gucci's Renaissance Man |url=https://www.newyorker.com/magazine/2016/09/19/guccis-renaissance-man |access-date=2020-08-16 |magazine=The New Yorker |date=11 September 2016 |language=en-us}}</ref> He revived Gucci classics, such as the double-G logo,<ref>{{Cite news |last=Royce-Greensill |first=Sarah |date=2016-05-10 |title=Gucci's Alessandro Michele and the rebirth of the logo |language=en-GB |work=The Telegraph |url=https://www.telegraph.co.uk/luxury/womens-style/guccis-alessandro-michele-and-the-rebirth-of-the-logo/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/luxury/womens-style/guccis-alessandro-michele-and-the-rebirth-of-the-logo/ |archive-date=10 January 2022 |url-access=subscription |url-status=live |access-date=2020-08-16 |issn=0307-1235}}{{cbignore}}</ref> the [[Jacqueline Kennedy Onassis|Jackie O.]] bag,<ref>Emilia Petrarca, [https://www.thecut.com/2020/02/gucci-fall-2020-runway-show-review.html Gucci’s Circle of Life] {{Webarchive|url=https://web.archive.org/web/20201005043806/https://www.thecut.com/2020/02/gucci-fall-2020-runway-show-review.html |date=5 October 2020 }}, ''Thecut.com'', 20 February 2020</ref> and more; he also created iconic products like the Dionysus handbag.<ref>[http://www.icon-icon.com/en/the-dionysus-bag-an-icon-for-a-new-century/ The Dionysus Bag: An Icon For a New Century] {{Webarchive|url=https://web.archive.org/web/20200926212038/https://www.icon-icon.com/en/the-dionysus-bag-an-icon-for-a-new-century/ |date=26 September 2020 }}, ''Icon-icon.com'', 26 July 2017</ref> With a feminized menswear line, a strong feminist stance, and a '[[geek-chic]]' style, Alessandro Michele introduced postgender props for Gucci.<ref>Lisa Armstrong, [https://www.viva.co.nz/article/fashion/sex-in-fashion-gucci-alessandro-michele-on-the-rise-of-geek-chic/ Whatever Happened To Sex In Fashion? Gucci's Alessandro Michele On The Rise Of Geek Chic] {{Webarchive|url=https://web.archive.org/web/20201127051400/https://www.viva.co.nz/article/fashion/sex-in-fashion-gucci-alessandro-michele-on-the-rise-of-geek-chic/ |date=27 November 2020 }}, ''Viva.co.nz'', 22 November 2019</ref>

In September 2016 Gucci inaugurated the Gucci Hub, its new Milan headquarters,  built in the former [[Caproni]] aeronautical factory.<ref>{{Cite web |last=Zevi |first=Nathania |title=The New Gucci Hub Opens in Milan |url=https://www.forbes.com/sites/nathaniazevi/2016/09/28/the-new-gucci-hub-opens-in-milan/ |access-date=2020-08-16 |work=Forbes |language=en |archive-date=5 December 2020 |archive-url=https://web.archive.org/web/20201205093416/https://www.forbes.com/sites/nathaniazevi/2016/09/28/the-new-gucci-hub-opens-in-milan/ |url-status=live }}</ref> In July 2017, Gucci announced the launch of Gucci Décor, which was the first time the brand tested itself in the [[Interior design|home decoration]] segment.<ref>{{Cite web |last=Minton |first=Melissa |title=You Can Now Outfit Your Entire Home in Gucci |url=http://www.architecturaldigest.com/story/gucci-home-decor-line |access-date=2020-08-16 |work=Architectural Digest |date=12 July 2017 |language=en-us |archive-date=5 August 2020 |archive-url=https://web.archive.org/web/20200805124510/https://www.architecturaldigest.com/story/gucci-home-decor-line |url-status=live }}</ref> In April 2018, Gucci inaugurated the ArtLab, a 37,000-square-metre center of innovation outside Florence in Italy, where new leather goods and materials, footwear, metal hardware, and packaging are developed and tested.<ref>{{Cite web |title=Gucci Unveils A Centre Of Creativity, Craftsmanship & Sustainability |url=https://www.vogue.co.uk/article/gucci-artlab-florence |access-date=2020-08-16 |work=British Vogue |date=19 April 2018 |language=en-GB |archive-date=7 September 2020 |archive-url=https://web.archive.org/web/20200907200526/https://www.vogue.co.uk/article/gucci-artlab-florence |url-status=live }}</ref> In November 2018, Gucci opened the Gucci Wooster Bookstore in New York, a 2,000-book shop curated by the founder of Dashwood Books [[David Strettell]].<ref>Emilia Petrarca, [https://www.thecut.com/2018/11/gucci-wooster-bookstore.html Gucci’s Latest Drop? Books!, ''Thecut.com'', 20 November 2018] {{Webarchive|url=https://web.archive.org/web/20200719075411/https://www.thecut.com/2018/11/gucci-wooster-bookstore.html |date=19 July 2020 }}</ref> In April 2019, the company launched Gucci 9, a 500-employee network of 6 [[Call centre|call centers]] worldwide for high-end customer service.<ref>{{Cite news |title=Gucci turns to call centres to lure high-spending millennial shoppers |url=https://www.ft.com/content/c79f9c7e-61db-11e9-a27a-fdd51850994c |access-date=2020-08-16 |work=Financial Times |date=20 April 2019 |archive-date=9 November 2020 |archive-url=https://web.archive.org/web/20201109193511/https://www.ft.com/content/c79f9c7e-61db-11e9-a27a-fdd51850994c |url-status=live }}</ref> Gucci also revived its makeup collection<ref>{{cite web |title=Gucci To Relaunch Make-Up Collection Under The Creative Direction Of Alessandro Michele |url=https://www.vogue.co.uk/article/gucci-lipstick-alessandro-michele |access-date=2020-08-16 |work=British Vogue |date=3 May 2019 |language=en-GB |archive-date=10 August 2020 |archive-url=https://web.archive.org/web/20200810163618/https://www.vogue.co.uk/article/gucci-lipstick-alessandro-michele |url-status=live }}</ref> and launched its first fine jewelry collection.<ref>[https://www.vogue.fr/jewelry/article/gucci-unveils-its-first-fine-jewelry-collection Gucci unveils its first fine jewelry collection] {{Webarchive|url=https://web.archive.org/web/20200809144426/https://www.vogue.fr/jewelry/article/gucci-unveils-its-first-fine-jewelry-collection |date=9 August 2020 }}, ''Vogue.fr'', 5 July 2019</ref> In December 2020, following an agreement between Kering and Alibaba, Gucci launched two stores (fashion and beauty) on Tmall.<ref>{{cite web |last=Suen |first=Zoe |date=2020-12-18 |title=Gucci to Launch on Tmall as Kering and Alibaba Reconcile On Counterfeit Claims |url=https://www.businessoffashion.com/news/china/gucci-to-launch-on-tmall-as-kering-and-alibaba-reconcile-on-counterfeit-claims |access-date=2021-09-28 |work=The Business of Fashion |language=en-GB |archive-date=28 September 2021 |archive-url=https://web.archive.org/web/20210928181741/https://www.businessoffashion.com/news/china/gucci-to-launch-on-tmall-as-kering-and-alibaba-reconcile-on-counterfeit-claims |url-status=live }}</ref> On November 23, 2022, Alessandro Michele left the post of creative director of Gucci.<ref>{{Cite web |url=https://www.ctpost.com/living/article/Alessandro-Michele-steps-down-as-Gucci-creative-17607339.php |title=Alessandro Michele steps down as Gucci creative director |website=www.ctpost.com |date=2022-11-23 |access-date=24 November 2022 |archive-date=24 November 2022 |archive-url=https://web.archive.org/web/20221124045556/https://www.ctpost.com/living/article/Alessandro-Michele-steps-down-as-Gucci-creative-17607339.php |url-status=live }}</ref>

In January 2023, [[Sabato de Sarno]] was appointed creative director of Gucci<ref>{{Cite web |date=2023-01-28 |title=Gucci announces Sabato de Sarno as its new creative director |url=https://www.theguardian.com/fashion/2023/jan/28/gucci-announces-sabato-de-sarno-as-its-new-creative-director |access-date=2023-01-29 |website=The Guardian |language=en |archive-date=29 January 2023 |archive-url=https://web.archive.org/web/20230129071745/https://www.theguardian.com/fashion/2023/jan/28/gucci-announces-sabato-de-sarno-as-its-new-creative-director |url-status=live }}</ref> to "reestablish Gucci's edge" and "restore its brand equity", after the Bizzarri/Michele success had also eroded Gucci's luxury glow.<ref name=":5">{{Cite web |last=Danziger |first=Pamela N. |title=Trouble In The House Of Gucci: Kering Struggles To Revive The Brand’s Sparkle |url=https://www.forbes.com/sites/pamdanziger/2023/10/29/trouble-in-the-house-of-gucci-kering-struggles-to-revive-the-brands-sparkle/ |access-date=2024-03-30 |website=Forbes |language=en}}</ref> His first collection, dubbed 'Gucci Ancora' (Italian for 'Gucci again') introduced a new It color, the ''Gucci Rosso Ancora'', a velvet burgundy with an oxblood hue.<ref>{{Cite web |last=Criales-Unzueta |first=José |date=2023-09-22 |title=A New It Color Just Dropped at Sabato De Sarno’s Gucci Debut |url=https://www.vogue.com/article/gucci-sabato-de-sarno-debut-red-color |access-date=2024-03-30 |website=Vogue |language=en-US}}</ref> For ''[[The New York Times]]''<nowiki/>' fashion journalist [[Vanessa Friedman]], the collection was "not a major statement, but rather a cleansing interregnum after the overblown muchness of Mr. Michele's tenure",<ref>{{Cite news |last=Friedman |first=Vanessa |date=2023-09-23 |title=The Great Gucci Reset Is Here |url=https://www.nytimes.com/2023/09/23/style/gucci-sabato-de-sarno-milan-fashion-week.html |access-date=2024-03-30 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> marking the dawn of a "new era of pragmatism" for the brand.<ref>{{Cite news |last=Conlon |first=Scarlett |date=2024-01-12 |title=Sabato de Sarno brings new era of pragmatism to Gucci at menswear debut |url=https://www.theguardian.com/fashion/2024/jan/12/sabato-de-sarno-brings-new-era-of-pragmatism-to-gucci-at-menswear-debut |access-date=2024-03-30 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref> During this creative reboot, the company launched a phase of restructuring and consolidation<ref name=":5" /> and in July 2023, Jean-François Palus replaced Marco Bizzarri as CEO of Gucci to drive the transition.<ref name=":1">{{Cite web |last=Rascouet |first=Angelina |date=19 July 2023 |title=A new chapter for Gucci: Kering shares surge as CEO Marco Bizzarri departs |url=https://fortune.com/europe/2023/07/19/gucci-kering-shares-surge-marco-bizzarri-departs-jean-francois-palus-new-ceo/ |access-date=2024-02-07 |website=Fortune |language=en}}</ref> Sales dropped 6% in 2023, a "trying year" according to Kering's CEO François-Henri Pinault.<ref name=":4">{{Cite web |date=2024-02-08 |title=Gucci owner Kering profits slump in 'trying year' |url=https://www.france24.com/en/live-news/20240208-gucci-owner-kering-profits-slump-in-trying-year |access-date=2024-03-30 |website=France 24 |language=en}}</ref> In October 2024, Stefano Cantino took over as CEO.<ref name=":6" /> De Sarno left Gucci in February 2025<ref>{{Cite web |last=KERING |date=2025-02-06 |title=Kering: Gucci ends its collaboration with Sabato de Sarno |url=https://www.globenewswire.com/news-release/2025/02/06/3021729/0/en/Kering-Gucci-ends-its-collaboration-with-Sabato-de-Sarno.html |access-date=2025-02-06 |website=GlobeNewswire News Room |language=en}}</ref> and was replaced by [[Demna (designer)|Demna Gvasalia]] the following month.<ref name=":7">{{Cite news |last=Ellison |first=Jo |date=2025-03-13 |title=Kering-owned Gucci turns to Demna in latest bid to revive fortunes |url=https://www.ft.com/content/10838d2d-6564-498a-8487-097c76f907e0 |access-date=2025-03-13 |work=Financial Times}}</ref>