The double G logo may now represent the height of Italian maximalism, but Gucci was born a century ago producing simple leather goods.

The History of Gucci

The label’s founder, Guccio Gucci was born in Florence, Tuscany. He moved to London to work as a porter at the famous Savoy Hotel, and it was there that he fell in love with the luxurious suitcases that arrived with the wealthy hotel guests. 

Inspired, he returned to Florence where he learned the trade for himself while working for a local luggage brand there. By 1921, Guccio had developed enough of his own style and ideas and he opened his eponymous leather goods store in the heart of the city.

In the beginning, Gucci mostly produced luggage, but the brand also became known for its leather horse-riding goods, such as saddles, reins and bridles. This equestrian history is constantly referenced in modern-day pieces from the label—you’ve undoubtedly noticed the horse-bit motif (loafers and handbags often feature this hardware) and the red and green stripe that nods to saddlery details.

So What do The Two G's in Gucci Stand For?

If the name Guccio Gucci tipped you off, you'd be correct to guess that the GG logo was created in honour of the brand's founder. 

Guccio’s three sons—Aldo, Vasco, and Rodolfo—all joined the business in the 1930s, and it was around this time that the logo of the two interlocking Gs was introduced. Aldo decided the brand needed a logo and designed one that paid homage to his creative father. 

The logo features two capital Gs that interlock to create a chain link. As well as the obvious reference to the founder’s initials, some people theorise that the logo is intended to represent the double loops of infinity or nod to the horse bit motif the brand is so fond of using. 

The original logo has been reinterpreted over the years, including as a monogram of two Gs, one the right way up, one upside down, repeated ad infinitum; as a sleek, angular G during Tom Ford’s reign; and with the two Gs facing the same way, under Alessandro Michele. 

By the 1960s, Gucci had become a staple in the wardrobes of the rich and famous, and the logo was seen worn and carried by international celebrities. Elizabeth Taylor and Peter Sellers both frequently carried Gucci totes and First Lady Jackie Kennedy was a fan of a slouchy Gucci purse, which was renamed “The Jackie” as a homage to her. It was during this era that the GG monogram print came into use.

Gucci Flora Print 

Another historical print that is still seen in new lines is Flora, which was drawn to appear on a scarf Rodolfo Gucci had designed specifically for Princess Grace Kelly.

The 1970s and ’80s saw a period of intense change for the fashion house, and in-fighting and mismanagement brought Gucci to the brink of bankruptcy. The appointment of Dawn Mello as creative director signalled a new dawn for the label, as she brought a powerhouse team onboard with her: Richard Lambertson as design director, Neil Barrett designing menswear and Tom Ford as the women’s ready-to-wear designer.

Ford in particular gave Gucci new life. He succeeded Mello as creative director and —with the help of stylist Carine Roitfeld and photographer Mario Testino—infused the label with a contemporary sex appeal that saw Gucci’s popularity and influence skyrocket.Ford was followed by Alessandra Facchinetti, whose tenure was short, and Frida Giannini, who was heavily influenced by the house’s history and revived iconic motifs such as the Flora print, the red and green stripe and the famous Bamboo Bag.

Gucci Today

In 2015, Alessandro Michele was appointed creative director, and he revolutionised Gucci as extremely as Ford had done two decades earlier but differently, inspired by pop culture, fairytales, the mystic and history. He remains at the helm today, and his colourful and whimsical style has pushed the label to ever-higher levels of popularity.  

Gucci has certainly come a long way from its humble beginnings as a meletier. However, throughout almost all the years of change and growth, the logo has remained steadfast and is recognisable around the world today. 

While you’re here, learn even more about Gucci. Find out what the brand’s iconic animal symbols stand for, here.

Author Bio:

Hannah Warren

Hannah was born in New Zealand and is based wherever she can set down a laptop. She's been playing with words since she could first pick up a pen, and in her spare time she's a pole dancer, pasta glutton and dog mum.

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