Gucci

History

Guccio Gucci and the Florence workshop, 1921 to 1952

Before founding the house, Guccio Gucci worked at the Savoy Hotel in London, where, according to Italy's national fashion chamber, he absorbed the tastes of English aristocrats that he later combined with Tuscan craftsmanship^[18]. CNN dates his time there, as a luggage porter, to the late 1890s^[10]. In 1921 he opened a leather-goods shop at Via della Vigna Nuova 7 in Florence^[1]. Gucci, Kering and The Met all give 1921 as the founding year^[2][1][8]; the Form 20-F annual report that Gucci Group filed with the US Securities and Exchange Commission in 2003 put the first shop in 1923^[9].

The early business sold leather goods made by local artisans^[9]. In the 1930s its customers included tourists and Tuscan aristocrats, many of them riders, and their requests for riding accessories gave rise to the clamp, one of the oldest Gucci symbols^[18]. The same decade produced Diamante, a repeated diamond pattern in dark brown on tan canvas that later developed into the GG monogram^[3]. Before the Second World War the company expanded to Rome and, according to the 2003 filing, Milan^[9]; PurseBlog dates the first Milan store, opened by Rodolfo Gucci, to 1951^[19]. In the years of autarky, when imports were restricted, Guccio Gucci experimented with hemp, linen and jute^[18].

A shortage of leather after the war led to the bamboo handle. Gucci's artisans heated bamboo canes over a flame and bent them by hand into a curved handle, a method the workshops still use, and the bag that carried it, recorded under product number 0633, appeared in 1947^[3][1].

The sons, the Horsebit and expansion abroad, 1953 to the 1970s

The Horsebit, a double ring joined by a bar and taken from a horse's bit, first appeared on a Gucci loafer in 1953^[3]. CNN credits the shoe to Aldo Gucci, one of the founder's sons, who used the metal bit to make a casual slip-on formal enough for the clientele his father had served at the Savoy^[10]. The same year Gucci opened its first store in New York, the start of its international expansion^[1]; the 2003 SEC filing gave 1951 for that opening^[9]. Guccio Gucci died in 1953, weeks after the New York store opened^[10], and his sons Aldo, Vasco, Ugo and Rodolfo inherited the company^[18].

The 1950s also brought the green-red-green Web stripe, adapted from the girth strap that holds a saddle in place^[3], and in 1955 the Horsebit moved from shoes to a small flap shoulder bag, which one craftsman assembled by hand from as many as 100 pieces in about ten hours^[3]. The Jackie, a crescent-shaped shoulder bag with a piston clasp, followed in 1961^[3][1], and the Flora print in 1966^[4]. The interlocking double G emblem dates from the same decade^[18], and Gucci filed for a patent on its GG motif in 1969^[3].

Stores opened in London in 1967 and, through franchises, in Japan from 1971^[9]. The fashion chamber lists Paris, Palm Beach and Beverly Hills among the 1960s openings, and Tokyo and Hong Kong in the 1970s, the decade in which Gucci launched its first ready-to-wear line^[18]. In the late 1970s the New York and Los Angeles stores handed their biggest spenders a golden key that opened the exclusive Gucci Galleria, Wallpaper reported^[20].

Family control ends, 1982 to 1993

In 1982 Gucci became a limited company run by Maurizio Gucci, Rodolfo's son, who held half of the shares^[18]. Between 1987 and 1989 the investment firm Investcorp bought half of the company from members of the family, and in 1993 it bought the remaining half from Maurizio, ending the family's ownership^[9]. In the late 1980s Maurizio Gucci hired Dawn Mello, an American executive at Bergdorf Goodman, to help revive the company; she brought in young designers, among them Tom Ford, and returned to Bergdorf in 1994^[21]. Ford joined in 1990 as chief designer of women's ready-to-wear and later became design director^[9].

Tom Ford, Domenico De Sole and the public company, 1994 to 2004

Ford became creative director in 1994; Kering calls him the house's first^[1]. Domenico De Sole, who had run Gucci America from 1984, became chief operating officer in October 1994 and chief executive in July 1995, and the company dated its turnaround to the pair^[9]. Vogue counts Ford's fall 1995 collection, shown in Milan, as the season he truly arrived^[22]. Investcorp sold 48% of its holding in an initial public offering in October 1995, with listings in Amsterdam and New York, and sold the remaining 52% in March 1996^[9]. Ford's later career under his own name is covered in the Tom Ford guide.

In January 1999 LVMH built a 34% stake in Gucci Group; in March, Gucci answered by issuing 39 million new shares to Pinault-Printemps-Redoute (PPR), raising $2.9 billion^[9]. The deal gave PPR 42% and diluted LVMH to 20.6%, and the two groups fought in the Amsterdam courts for two and a half years before settling in September 2001, when PPR's stake rose to 53.2%^[11]. Between 1999 and 2001 Gucci Group bought Yves Saint Laurent, Boucheron, Bottega Veneta and Balenciaga and formed partnerships with Alexander McQueen and Stella McCartney^[9]; Saint Laurent, Bottega Veneta, Balenciaga, McQueen and Boucheron are still Kering houses^[5].

On November 4, 2003, Gucci Group and PPR announced that De Sole and Ford would not renew their contracts, which expired as PPR completed a tender offer for the shares it did not own; both stayed until April 30, 2004^[23]. The Costume Institute at The Met holds pieces from Ford's decade, among them jeans from spring/summer 1999 trimmed with feathers and glass^[24].

Frida Giannini, 2004 to 2015

On March 11, 2004, Gucci divided Ford's job among three designers already on its staff: Alessandra Facchinetti for womenswear, John Ray for menswear and Frida Giannini, who had joined in 2002 to design leather goods, for accessories^[25]. Giannini, who came from Fendi, took over the house's creative direction in 2006 as its sole creative director^[26][18]. She steered the collections away from the GG monogram toward archive classics such as the Flora print, and left at the start of 2015 after a year of falling sales^[26].

Alessandro Michele, 2015 to 2022

Alessandro Michele led the house's design from January 21, 2015^[27]. His first women's collection, for fall 2015, followed an androgynous men's show assembled at short notice that January, after Kering's chief executive, François-Henri Pinault, had said the brand, whose sales were cooling, needed to take more risks^[28]. That first collection introduced the Dionysus bag^[13], and the GG Marmont followed in 2016^[14]. Marco Bizzarri was chief executive from 2015 until he left in September 2023^[29].

In January 2018 the Gucci Museum in the Palazzo della Mercanzia in Florence reopened as the Gucci Garden, redesigned under Michele, with a gallery organized by the curator Maria Luisa Frisa, a boutique and the Gucci Osteria restaurant of the chef Massimo Bottura^[30]. The building, a landmark from 1337 on Piazza della Signoria, reopened as Palazzo Gucci in April 2026^[31]. In 2019 Gucci sponsored the Costume Institute exhibition Camp: Notes on Fashion, whose gala Michele co-chaired^[32], and presented its first high-jewelry collection, Hortus Deliciarum, at a new boutique at 16 Place Vendôme in Paris^[16]. Gucci's revenue reached €10.5 billion in 2022, and Michele stepped down on November 23 of that year^[27].

Sabato De Sarno, 2023 to 2025

Kering named Sabato De Sarno, who had worked at Prada and Dolce & Gabbana before rising to fashion director at Valentino, creative director on January 28, 2023^[33]. His first collection, Ancora, for spring 2024, was shown in Milan in September 2023^[34][29]; a rainy forecast moved the show from the streets of the Brera district to Gucci's Milan headquarters on the edge of the city^[35]. Jean-François Palus replaced Marco Bizzarri as chief executive in 2023^[29], and Stefano Cantino succeeded Palus on January 1, 2025^[36]. Revenue fell from €9.9 billion in 2023 to €7.65 billion in 2024^[29][5]. Gucci ended its collaboration with De Sarno on February 6, 2025, and its design office presented the fall/winter 2025 collection in Milan on February 25^[37].

Demna, since 2025

On March 13, 2025, Kering named Demna, artistic director of Balenciaga since 2015, as Gucci's artistic director, effective in July^[12][5]. The Georgian designer first made his name at Vetements^[38]. His arrival coincided with changes at the top of Kering: Luca de Meo became the group's chief executive on September 15, 2025, and two days later Francesca Bellettini, Kering's deputy chief executive and the former head of Saint Laurent, became Gucci's president and chief executive, reporting to him^[5][6]. His previous house is covered in the Balenciaga guide.

Demna's first Gucci collection, La Famiglia, was posted on Instagram on September 22, 2025, and presented the next evening in Milan through The Tiger, a 30-minute film by Spike Jonze and Halina Reijn starring Demi Moore^[39]. Kering said the collection, rolled out progressively from early January 2026, helped revive interest in the brand, although Gucci's 2025 revenue fell 22% to €6.0 billion^[5]. In October 2025 the European Commission fined Gucci €119.7 million over past commercial practices; Kering said the fine was settled in 2025 and the Commission closed its investigation after a cooperation procedure^[5]. In the third quarter of 2026 Gucci's revenue was €1.29 billion, 6% lower on a comparable basis, with handbags leading its product overhaul and North America its most resilient market^[15].

Creative directors

Kering describes Tom Ford, appointed in 1994, as Gucci's first creative director; before then the founder, his sons and later his grandson Maurizio ran the house^[1][18], and in the late 1980s Maurizio brought in Dawn Mello to help revive it^[21]. The table lists the designers who have led it, with the titles Gucci and Kering used.

Demna holds the title of artistic director, which Kering also used for him at Balenciaga; Ford, Michele and De Sarno were creative directors^{[12][1][27][37]}. Around his first runway show, WWD reported, he said that above the product Gucci was culture, and that at Gucci he had found he could make emotional rather than intellectual fashion^[4]. In a letter to guests at his spring 2027 show, he wrote that Gucci was rooted in the desire to belong to a more glamorous world^[20]. Wallpaper quoted him in 2026: “I want Gucci to become an adjective”^[38].

There is no vacancy. Kering's third-quarter 2026 report, published on October 22, 2026, announced creative changes at other houses but none at Gucci^[15], his spring 2027 collection was shown in Milan on September 25, 2026^[20], and WWD's report on the LACMA Art+Film Gala in Los Angeles in November 2026, which Gucci presented, named him as Gucci's artistic director and Bellettini as its president and chief executive^[7].

House codes

The Horsebit

The Horsebit joins two rings with a bar, a form borrowed from the snaffle bit of a bridle^[3][10]. It appeared first on a loafer in 1953, credited to Aldo Gucci^[3][10], and on a handbag in 1955^[3]. It now runs through Gucci's gold jewelry, where Horsebit rings, bangles and earrings sit beside the interlocking G^[42], and through Demna's collections: for spring 2027 he put small horsebits on jacket lapels and used three of them to close high belts^[17], and Wallpaper noted versions shrunk onto shirt collars and enlarged into fastenings at the back of jackets^[20].

The Web stripe

The green-red-green Web, first seen in the early 1950s, reproduces the girth strap that holds a saddle on a horse^[3][18]. It is often paired with the GG canvas^[3]. Demna built his new Paparazzo and Borsetto bags around the stripe and the Horsebit^[43][38], and turned the Web into bandeau tops for his cruise 2027 show^[41].

The GG monogram and the Double G

The monogram descends from Diamante, a 1930s repeated diamond pattern in dark brown on tan canvas; the house filed for a patent on its GG motif in 1969^[3]. The interlocking double G emblem dates from the 1960s, according to the fashion chamber^[18], and the Double G hardware of the GG Marmont bag comes from a 1970s emblem that paid tribute to Guccio Gucci^[14]. The monogram has appeared on clothes, belts, hats, handles and bags for more than 50 years^[3], and Demna used it to line parkas for spring 2027^[17].

Bamboo

The bamboo handle began as a substitute for scarce leather after the Second World War, and the canes are still heated and bent by hand^[3]. The motif has spread from bags to watches, necklaces, rings and bracelets^[3]. In February 2022 Gucci reissued the Bamboo bag in a range of sizes and colors, which revived collectors' interest in early examples^[3].

Flora

The artist Vittorio Accornero designed the Flora print in 1966 for Grace Kelly, and it has been a Gucci signature since^[4]. Frida Giannini's collections, from 2006, leaned on it in place of the GG monogram^[26]. Demna cut it into a silk slipdress for fall 2026^[4] and hand-painted it on a leather coat for cruise 2027^[41], and his Gucci Memoria exhibition in Milan planted a garden of seasonal flowers inspired by it^[44].

Bags

Christie's handbag department names three Gucci designs as the ones collectors want most, whether vintage or recent: the Bamboo of 1947, the Horsebit of 1955 and the Jackie of 1961^[3]. The table lists the named styles whose origins are documented. Gucci's handbag pages currently group its lines as Gucci Giglio, GG Marmont, Paparazzo, Ophidia, Starlet, Borsetto, GG Emblem, Jackie, Horsebit 1955, Bamboo, Diana and Dionysus^[45]. Advice on choosing between them is in the Gucci buying guide, and a comparison with other houses' bags is in designer bags worth investing in.

The Bamboo 1947

The first Bamboo bag was cataloged as model 0633 and became a staple of the 1950s and 1960s^[3]. Gucci still describes each curved handle as shaped by flame^[49], and Christie's notes that the bamboo handle has appeared on medium, small and mini bags^[3]. On Demna's first runway the Bamboo 1947 came slimmer, with a handle of flexible leather sections in place of cane^[4].

The Horsebit 1955

The Gucci archive keeps an early Horsebit shoulder bag in red palmellato calfskin that appears in the artisans' notebook kept from 1954 to 1958^[3]. Christie's counts Horsebit bags from Tom Ford's early-2000s collections among the most collectable Gucci bags on the resale market^[3]. Alessandro Michele relaunched the line in the fall of 2019 with new shapes, taking the vintage bag as his starting point, and extended it into bucket bags, totes and top-handles^[19]. Demna has added the Horsebit Ristretto^[46].

The Jackie 1961

The Jackie is a crescent-shaped bag with a cylindrical piston closure in gold or silver metal and an adjustable shoulder strap^[3]. It took its nickname in the 1970s from Jacqueline Kennedy Onassis, who carried it often, and became officially the Jackie 1961 when Alessandro Michele relaunched it in 2020^[46]. In 2023 Christie's sold an oversized GG canvas Jackie from about 2000, from the collection of the Vogue editor André Leon Talley, for more than three times its low estimate^[3]. Demna's version stretches the base into a longer, more rectangular shape, keeps the piston closure and adds a slim variant, a new monogram canvas and a worn-in leather^[46].

The Dionysus

The Dionysus made its debut in Michele's first collection, for fall 2015, and PurseBlog ranks it second only to the GG Marmont among his bag successes^[13]. Its closure, a tiger head on a spur, refers to the myth in which the god Dionysus crossed the river Tigris on a tiger sent by Zeus, and the first versions in GG Supreme canvas had a suede interior flap^[13]. Demna made it lighter, with a longer chain and contrasting hardware, and applied the tiger head to smaller bags and leather goods^[13].

The GG Marmont

Michele introduced the GG Marmont in 2016, and PurseBlog counts it among the house's best sellers a decade later^[14]. Its Double G hardware comes from a 1970s emblem honoring Guccio Gucci^[14]. For its tenth anniversary Demna released the Jetset GG Marmont, a softer, more relaxed version that adds the Web stripe^[14].

Demna's new bags

Demna's first new handbag names arrived with his first collections. The Paparazzo, a slouchy top-handle bag whose name nods to the bags carried by Los Angeles starlets in the 1990s and 2000s, came with the Generation Gucci capsule in December 2025^[38], and by March 2026 Bustle counted two more original designs, the Borsetto Boston bag and the Horsebit Ristretto^[46]. Both the Paparazzo and the Borsetto use the Web and the Horsebit^[43]. The Starlet, the Paparazzo and the GG Marmont are among the bags in Gucci's 2026 holiday gift selection^[50][51].

Shoes

Kering lists the Horsebit loafer of 1953 among the designs that became instant Gucci classics^[1]. The Met's Costume Institute holds a pair of Gucci leather shoes dated 1953, given by Gucci Shops Inc. in 1973^[8].

The Horsebit loafer

Loafers were usually casual shoes in the 1950s, and the metal bit made Aldo Gucci's version formal^[10]. CNN lists Jane Birkin at Cannes, George H. W. Bush at the White House in 1974 and Brad Pitt in the 1999 film Fight Club among its wearers, and notes that finance workers who wore the shoes with suits nicknamed them deal sleds^[10]. Tom Ford's runway pairs had a high-gloss finish^[22], and the Horsebit loafer is in Gucci's 2026 holiday gift selection^[50][51]. The designer loafer guide compares Gucci's pairs with other houses' loafers, and all of them are listed under designer loafers.

The Princetown

Alessandro Michele's Princetown, from fall 2015, removed the back of the Horsebit loafer to make a slipper^[10]. It came first in baby-pink leather, wool tweed or embroidered cloth, lined with kangaroo fur that Gucci soon replaced with lamb; some objected to the fur, while others called it the buzziest shoe of 2015, CNN reported^[10]. Demna brought the furry Princetown back for fall 2026, one of several nods to the Michele years in that show^[4].

Demna's shoes

Demna's first runway show introduced his first Gucci sneaker, the Manhattan, with the Giovanni and Cupertino loafers and supple leather boots^[4]. His spring 2027 collection paired fitted equestrian jackets with riding boots and carried the elongated shoe shapes of his Balenciaga years^[17].

Ready-to-wear

Gucci launched its first ready-to-wear line in the 1970s^[18]. Tom Ford joined in 1990 as chief designer of women's ready-to-wear^[9], and Vogue credits his fall 1995 collection of satin shirts and velvet hip-huggers with giving a sleepy brand a sexy, glamorous new direction^[22]. The Met holds his jeans trimmed with feathers and glass from spring/summer 1999^[24], and in 1997 he showed a G-string on the runway that Demna recalled in 2026^[38]. Alessandro Michele's first menswear show, put together hastily in January 2015, was androgynous^[28]. Sabato De Sarno's Ancora collection, Gucci said, reset the house's aesthetic^[34], and Vogue described the show as a clean break with the recent past^[35].

Demna builds his collections around archetypes, characters meant to speak to existing and new Gucci customers^[4][20]. For fall 2026 he showed seamless garments engineered to sit close to the body, with heat-sealed edges, next to fluid suits in liquid fabrics and low-cut jackets^[4]. The pre-fall Generation Gucci collection set lingerie-inspired pieces against slim tailoring and archive silk prints^[43]. For cruise 2027 he presented Gucci Core, a wardrobe of staples: pinstripe banker suits, a red peacoat in the English wool used for Britain's Royal Guards, a cropped leather jacket and pencil skirts that extended his study of the Tom Ford years^[41]. Spring 2027 turned to bourgeois dress: a fitted riding jacket over white breeches, tartan skirts, a waxed jacket, polo shirts, and Gothic tailoring with oversize proportions that WWD traced to his Balenciaga years^[17]. His shows combine men's and women's collections; in spring 2027 the men came first^[17].

Jewelry and accessories

Jewelry

Gucci's fine-jewelry pages are led by 18-karat gold Horsebit and Interlocking G pieces^[42]. Its rings are made in Italy and stamped with Italian sizes^[52]. The house moved into high jewelry in 2019 with Hortus Deliciarum, more than 200 mostly one-of-a-kind pieces designed under Alessandro Michele and sold from a boutique at 16 Place Vendôme in Paris^[16]. Monili, the first high-jewelry collection Gucci created with Pomellato, another Kering house, takes its forms from Pomellato designs of 1984^[53][29]. The bamboo motif also appears in Gucci jewelry and watches^[3].

Watches

In November 1997 Gucci Group bought its watch licensee, Severin Montres, to take direct control of its timepieces, and renamed it Luxury Timepieces International^[9].

Beauty and fragrance

Gucci's beauty and fragrance are made under license, by Coty until L'Oréal takes over^[15]. In October 2025 Kering and L'Oréal announced a partnership covering the beauty and fragrance licenses of Kering houses^[5], and on July 7, 2026 Gucci and L'Oréal signed a 50-year exclusive beauty license, expected to take effect in mid-2027 once the existing agreement with Coty ends early^[15].

Archive and exhibitions

The house's home in Florence is Palazzo Gucci on Piazza della Signoria, which reopened with Gucci Storia, a museum of portraits, tapestries, archive pieces and craft displays, alongside a boutique, a bookstore, the Gucci Giardino café and the Gucci Osteria^[54]. Gucci Storia opened in April 2026 in nine rooms over two floors of the Palazzo della Mercanzia, a landmark from 1337 that had housed the Gucci Garden since January 2018^[31][30]. For Milan Design Week, Demna curated Gucci Memoria in the cloisters of San Simpliciano, tracing the house's 105-year history through tapestries and a Flora garden^[44]. For its centenary in 2021, Gucci opened Vault, an online store of one-of-a-kind vintage pieces, some reconditioned by its ArtLab artisans with the company's archivists, and designs from emerging labels^[3]. The Met's Costume Institute also keeps Gucci pieces, from the company's own 1973 gift of shoes to Tom Ford's designs^[8][24].

Signature pieces

1. The Bamboo bag (1947). A handbag with a handle of heat-bent cane, created when leather was scarce after the war^[1][3].
2. The Horsebit loafer (1953). Aldo Gucci's slip-on with a metal bit across the vamp, still sold in 2026^[1][10][50].
3. The Web stripe (early 1950s). Green, red and green, after the girth strap of a saddle^[3].
4. The Horsebit bag (1955). The bit hardware moved onto a small flap shoulder bag, relaunched in 2019^[3][19].
5. The Jackie (1961). A crescent bag with a piston clasp, named in the 1970s after Jacqueline Kennedy Onassis^[3][46].
6. The Flora print (1966). Vittorio Accornero's floral design for Grace Kelly^[4].
7. The GG monogram (1960s; patent filed 1969). The interlocking G canvas that grew out of the 1930s Diamante pattern^[18][3].
8. Tom Ford's fall 1995 collection. Satin shirts and velvet hip-huggers that, in Vogue's account, sent Gucci's fortunes soaring^[22].
9. The Dionysus (2015). Alessandro Michele's tiger-head shoulder bag^[13].
10. The Princetown (2015). The backless, fur-lined Horsebit slipper^[10].
11. The GG Marmont (2016). The padded Double G bag, one of the house's best sellers^[14].
12. The Paparazzo (2025). One of Demna's first new Gucci bags, built on the Web and the Horsebit^[38][43].

Runway

Demna has presented five Gucci collections since 2025, in a film, a lookbook and three runway shows^{[39][43][4][41][20]}. Landmark shows from earlier eras follow.

Spring 2026, Milan: La Famiglia and The Tiger

Instead of a runway show, La Famiglia was revealed on Instagram on September 22, 2025, and premiered the next evening in The Tiger, screened in a theater built inside Milan's stock exchange^[39]. The film cast Demi Moore as a Gucci heiress, with Ed Harris, Elliot Page, Keke Palmer and Edward Norton, and the collection was organized as a family of archetypes, from the princess and the approval-seeking son to the ne'er-do-well^[39]. It was shown during the spring 2026 season^[46]. The Associated Press reported warm applause and said insiders had noted references to both Tom Ford's 1990s Gucci and Alessandro Michele's^[39]; Vogue later counted the film among Demna's go-big gestures^[55].

Pre-fall 2026: Generation Gucci

Generation Gucci, published in December 2025 as images of a fashion show that never took place, ran to 84 looks and studied the archive from the 1970s to the 1990s^[43]. It introduced the Paparazzo bag^[38].

Fall 2026, Milan: Primavera, February 27, 2026

Demna's first runway show took place in the Palazzo delle Scintille, in a hall built to recall the Uffizi, lined with copies of classical statues^[20][4]. He named the 83-look collection Primavera; WWD tied the name to Botticelli's painting, which he had seen at the Uffizi, while Wallpaper wrote that it was Botticelli's The Birth of Venus that showed him Gucci's place in Italian culture^[4][56][20]. The show moved from a seamless white minidress through fluid tailoring, pleated floral dresses and evening wear, with references to the Ford years and to Michele, and ended with Kate Moss in a backless black gown^[4]. WWD concluded that the collection showed the range of his design skills^[4].

Cruise 2027, New York: GucciCore, May 16, 2026

Demna's first cruise show took over Times Square on the night of May 16, 2026, with a pre-show film played across its digital billboards^[57][41]. The collection, built around Gucci Core basics, cast New York characters from commuting bankers to ladies who lunch, and launched Gucci NY, a limited collection sold at five New York boutiques^[41][58]. WWD called it his most commercially desirable Gucci collection yet, though it found the more experimental pieces less assured than the basics^[41]. Vogue judged the staging bolder than anything another brand had attempted^[55].

Spring 2027, Milan: September 25, 2026

The spring 2027 show was staged inside a mock Gucci store built at the Allianz MiCo convention center, a preview of a store concept that starts with the renovated Avenue Montaigne boutique in Paris^[20]; Gucci unveiled that four-floor store, at 56 Avenue Montaigne, at the end of October 2026^[59]. Men showed first, then women^[17]. Demna described the collection as broken bourgeoisie, mixing riding clothes, prep and evening dresses through characters such as the rebellious aristocrat and the snob^[20]. WWD judged that he had found the balance between Gucci's bourgeois and eccentric sides^[17].

Fall 1995, Milan: Tom Ford

Ford's fall 1995 show is the collection Vogue credits with his arrival: jewel-toned satin shirts, velvet hip-huggers and high-shine loafers on Amber Valletta, Shalom Harlow and Kate Moss^[22]. Madonna wore its key look to that year's MTV Video Music Awards^[22].

Fall 2015: Alessandro Michele's debut

Michele's first women's show followed a menswear show put together hastily that January^[28]. PurseBlog credits the collection with reinventing the house through a mix of 1970s glamour and casual luxury; it introduced the Dionysus bag^[13].

Fall 2018: Alessandro Michele's operating theater

Michele staged fall 2018 as a procession through a set of operating theaters, which Vogue described as his metaphor for the way people now build their identities; some models carried replicas of their own heads^[60]. CNN linked Jared Leto's copy of his own head at the 2019 Met Gala to that show^[61].

Spring 2024, Milan: Sabato De Sarno's Ancora

De Sarno's debut, Ancora, was planned for the streets of Brera and moved, because rain was forecast, to Gucci's Milan headquarters, where Michele had shown^[35]. Gucci presented it as a reset of the house's aesthetic^[34].

Celebrities and the red carpet

• Kim Kardashian wore burgundy sequins by Demna for Gucci to the LACMA Art+Film Gala in Los Angeles in November 2026, an event Gucci has presented since 2011; Demna also dressed Viola Davis and Salma Hayek Pinault for the evening^[7].
• Mariah Carey is the face of the Gucci Gift holiday campaign unveiled in November 2026, a film by Harmony Korine in which she wears the Butterfly collection^[50][51].
• Cindy Crawford closed the GucciCore cruise show in Times Square on May 16, 2026, in a black feathered gown^[41][57].
• Tom Brady walked the same show in head-to-toe leather^[41][57].
• Paris Hilton walked it in a bright yellow printed dress^[41][57].
• Kate Moss closed the Primavera show in Milan on February 27, 2026, in a backless black gown over a diamond-set white-gold GG thong^[4].
• Emily Ratajkowski walked the Primavera show in a sparkling minidress^[4].
• Demi Moore played a Gucci heiress in The Tiger, which premiered in Milan on September 23, 2025, and sat in the front row at Primavera^[39][4].
• Gwyneth Paltrow arrived at the premiere of The Tiger as the collection's VIP character, in a Gucci logo pussy-bow blouse, a midi skirt and knee boots^[39].
• Serena Williams came to the same premiere as the It Girl, in a sheer black dress with feathers^[39].
• Jessica Chastain wore a purple and copper ombré Gucci gown with a ruffled hem to the Academy Awards on March 27, 2022^[62].
• Billie Eilish wore a tiered, custom black Gucci gown to the same ceremony^[62].
• Harry Styles, a co-chair of the Met Gala on May 6, 2019, wore a gender-fluid black Gucci jumpsuit to the gala, whose exhibition Gucci sponsored^[61][32].
• Madonna wore the key look of Tom Ford's fall 1995 collection to the 1995 MTV Video Music Awards^[22], with platform Horsebit loafers^[10].

Gucci's own stories name the tennis player Jannik Sinner as its global brand ambassador^[63], and its Primavera campaign film stars Kate Moss^[64]. Harry Styles was the face of Gucci's autumn/winter 2018-19 men's tailoring campaign^[65].

Sizing and fit

Gucci publishes a clothing size chart that lines up its letter and Italian sizes with US, EU, UK and Japanese sizes^[66]. For women's dresses and tops, the conversions are:

In practice an Italian size is the US size plus 36, and the chart gives jeans equivalents of 24 for IT 38, 26 for IT 40 and 28 for IT 42^[66]. Men's sizes run ten points apart: IT 48 is a US 38 and a medium^[66]. For shoes, Gucci gives a size guide on each product page and offers an online fit tool for ready-to-wear and shoes^[67].

Belts are sized by their length in centimeters, from 65 to 120 in steps of five^[68]. To find a size from a belt already owned, Gucci measures a Double G belt from the outer edge of the buckle to the third hole, and a standard buckle from the start of the strap to the third hole; for a first purchase, it advises measuring the waist where the belt will sit^[68]. A women's 75 corresponds to US trouser size 2, and an 80 to size 4^[68].

Rings are stamped with Italian sizes: an IT 12 is a US 6, an IT 13 a US 6½ and an IT 16 a US 7½, and Gucci advises choosing the larger size between two^[52]. Bracelet sizes give the inner circumference, from 15 centimeters for an XS to 19 for an XL^[52]. Fit varies with the designer: Demna's seamless pieces are cut close to the body^[4], while his spring 2027 tailoring used oversize proportions^[17].

Shopping Gucci on Vêtir

Vêtir's new Gucci pieces come from Gucci's own product feed, so each listing uses Gucci's own names, materials and measurements. The women's departments are Gucci accessories, jewelry and watches, clothing, bags and shoes, alongside Gucci beauty and Gucci home. Menswear has its own page, Gucci for men. If you are deciding between styles, our Gucci buying guide covers which bag, loafer and size to choose, and our AI stylist can build an outfit around a Gucci piece you already own. The edits below show the newest arrivals in three departments and change as Gucci adds pieces; the named styles above, from the Jackie to the Horsebit loafer, are shown in their own sections.