In return, Paolo leaked information about an illegal offshore company in Panama, which Maurizio had reportedly opened to buy a yacht. Maurizio released documents that evidenced income-tax evasion by Paolo and his family. Around the same time, Maurizio and Paolo began suing each other over personal dealings as well, resulting in the involvement of the Supreme Court of Manhattan.
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Disagreeing on the future of Gucci, a vitriolic feud between the two cousins started.
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Though Paolo won the case in 1987, he was required to trademark Gucci Plus products differently, so they could be easily differentiated from Gucci’s main line, and the brand has never acknowledged Gucci Plus products as legitimate.
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Maurizio found out and sued Paolo for copyright infringement. He sketched designs, met with suppliers, and researched production sites. After his plan was continuously blocked and denied, Paolo continued to work on Gucci Plus anyway. He proposed Gucci Plus, which would be crafted in factories outside of Florence in order to reduce production costs, but would still offer consumers the high quality the brand was known and loved for. Though Gucci was generating large revenues, he wanted to make its pieces accessible to even more people (so much so, that Paolo planned to sell the line at grocery stores!). When Maurizio joined Gucci in the ‘70s, his cousin Paolo was already busy petitioning its board to create a second, cheaper line. Its name, known for jealousy, greed, and rivalry instead of luxury and quality, dominated headlines in Italy and around the world. Gucci’s sales suffered, nearing bankruptcy. With Maurizio taking control over the company, very bitter and very public family rows ensued. Quickly ousting his uncle Aldo, Maurizio became Gucci’s majority stakeholder (as Aldo’s three sons, Paolo, Giorgio, and Roberto, split the remaining half). As a result, Gucci was embraced by high-profile celebrities like Elizabeth Taylor, Jackie Kennedy Onassis, Audrey Hepburn, and Grace Kelly.įollowing Rodolfo’s death in 1983, his only son Maurizio inherited 50% of Gucci. They opened more stores (with locations in London, Palm Beach, Paris, Beverly Hills, Tokyo, and Hong Kong) and strengthened Gucci’s brand identity (through the continued use of unique materials like hemp and bamboo, the incorporation of equestrian iconography, and the creation of the ‘GG’ logo and Flora print). Under the leadership of Guccio’s three sons (Aldo oversaw Gucci’s international expansion, Rodolfo managed the Milan store, and Vasco ran a factory in Florence with Aldo’s youngest son, Paolo, as a lead designer), the brand flourished. Though all the bad publicity has almost bankrupted Gucci (more than once), it has always managed to reaffirm its status as a leading luxury brand. From cold-blooded murder to underhanded business dealings, the house’s scandals have been prominently featured in the tabloids. Since it was founded, drama has plagued Gucci.
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No longer just a high-fashion brand, Gucci is now a word.īut, how has it gotten to this point? How has Gucci, which started as a purveyor of equestrian goods, become one of the primary influencers of pop culture?ĭetailing the house’s family drama, recognized motifs, lineage of designers, and standards of authentication, our comprehensive guide will help you learn everything you need to know about Italy’s top-selling fashion house.Ĭontinue reading to become a Gucci expert. If someone states, ‘it’s all Gucci’, they are ensuring you that everything is good or totally fine. If someone questions, ‘what’s Gucci’, they are asking how you are or what is going on. However, millennials are not just wearing Gucci, they are also incorporating it into their speech. Scroll through social media and you will see Gucci’s iconic logo everywhere, signaling status and craving recognition. Those who grew up seeing their favorite celebrities clad in Gucci and are now adults with enough disposable income to buy its wares for themselves. By tying the past to the present (for example: collaborating with Dapper Dan, a Harlem-based tailor who was famous for knocking-off luxury brands in the ‘80s) and embracing its logo, Gucci has appealed to its millennial customers. In the first half of 2018, Gucci’s sales doubled, and 55% of those sales were made to consumers under 35 years of age. Kylie Jenner had recently posted a photo to Instagram of her holding Stormi in a ‘GG’ logo baby carrier (though it retailed for $820, it sold out immediately). Lil Pump had just released his music video for “Gucci Gang”, rapping about money, drugs, and designer products (Gucci is mentioned more than any other brand in song lyrics).