GUCCI: The Making Of

“The authors of Gucci: The Making Of leave no stone unturned when it comes to all the ingredients of the Gucci recipe for success.”

This extensive retelling of the history of Gucci is to commemorate the 90th anniversary of its founding. The most accurate description would be to call the tome Gucci Dissected Historically Into the Tiniest of Minutiae—No Matter How Seemingly Trivial.

There is, of course, the traditional family history starting with Guccio Gucci and spanning through Aldo, Maurizio, and Paulo—all against the backdrop of the turmoil and tribulations that have woven themselves into the history of Italian fashion.

What seems a stretch in this celebratory volume is material from celebrities who wear the clothes and are often subjects of magazine editorials, as well as a lot of peripheral factoids, many of which are not really pertinent to the brand’s history—especially considering that there is never a mention of how many of these au courant personalities received their Guccis free or on loan. The photos attributed to the 40s, 50s, 60s and 70s show off much more admirable moments from times when these movie stars or notables were actually buying Gucci products.

In the dissection of the brand the authors do enlighten us with the vocabulary of the brand as well as its DNA. The many logos, fabrics, patterns, shapes, and innovations that Gucci can take credit for are each given star treatment. Some of the contributors offer remembrances to add to the mix, but nothing is as effective as the flawless photographs that really are the visual record of the history of Gucci.

The authors of Gucci: The Making Of leave no stone unturned when it comes to all the ingredients of the Gucci recipe for success.

What is sad about the entire offering is that the Gucci brand once stood as a status symbol grounded by the elite clientele who bought it and were seen with it. Today, with Gucci being absorbed into the conglomerate PPR, we are faced with a much more democratic brand—despite the elite image that it attempts to promote. Yes, there is product design integrity, but very little of what the book reveals to be the original concept.

All things aside, if you do not dig into the intellectual and business sides of the brand, this book is a magnificent coffee table book that will provide its viewers with plenty of enjoyment. For anyone who appreciates the history of fashion and the internationally evolving luxury consumer market, Gucci: The Making Of will prove equal parts intellectual stimulation and imaginative fantasy.