GUCCI: SEX, MONEY AND POWER
The inside story of one of fashion’s most dramatic falls, followed by a spectacular rise. Fashion House charts how a brand that in the mid’ 80s was in the gutter would in the 1990s ride through the most tumultuous decade in its 100 year history, emerging to become one of the most successful fashion brands ever.
Only 10 years before it had been coveted by jet setters and the Hollywood elite including Jackie O, Princess of Monaco and Frank Sinatra. But a cheaper line of Gucci accessories, the counterfeit goods market and the proliferation of Gucci fakes had sent the reputation of the brand on a downward spiral. And then a family at war had brought Gucci to the brink of collapse. But when Maurizio Gucci was left a stake in the company, he was determined to bring back the glory days of his father. In an unprecedented and highly risky strategy, he brought in Americans to revive the heritage Italian brand to its former glory – including an unknown young designer called Tom Ford.
Told by the people who were there at the time, this is a tale of a remarkable turnaround. Maurizio brought in American fashion retailer Dawn Mello as the key driver for the transformation. With the company on the verge of bankruptcy, Dawn and her team injected Gucci with modern ideas, new ways of doing things and with a completely new vision for its future. It’s revolutionary designs and collections would mark an extraordinary reinvention. A brand built around quality, luxury and heritage would be pegged to a bold new strategy – sex. Together their success would inspire a phrase that would inspire all other luxury brands – to “Do a Gucci”
1 x 90’ for Paramount+