The history of Gucci is to be brought to the screen once again. The rise of the famous Italian luxury house, now owned by Kering, and the Gucci family saga are to be the subject of a series produced by the Italian subsidiary of the French major Gaumont and the Roman independent production company Alcor Film, founded and chaired by Giorgio Gucci, the great-great-grandson of founder Guccio Gucci.

It all began with Guccio Gucci. The son of Tuscan craftsmen who specialised in straw hats, he began working in leather goods after a spell at London’s grand Savoy Hotel. Back in Italy, he opened a luggage shop in 1921, which marked the beginning of the legendary house. 

“This first joint audiovisual project will tell the story of a family business: from a modest craft workshop in Florence to one of the most important fashion houses in Italy and the world,” said Gaumont in a press release.

After the story of the houses origins, centred on the founder, the idea is to focus on his son, Aldo Gucci, who opened the first boutique in Rome in the late 1930s. It was Aldo who transformed the business into a genuine brand, with the double G logo and the red and green striped ribbons. Surfing the post-war Dolce Vita, Gucci’s handbags seduced a wealthy clientele and Hollywood.

It was Aldo, supported by his brother Rodolfo, who developed the brand in the United States and internationalised it. Gaumont describes Aldo as “a romantic and visionary entrepreneur and designer, conquering the global fashion system”.

It is also a way for the family to restore its image after the release in 2021 of Ridley Scott’s film House of Gucci, which it did not like. This big-budget film, starring Lady Gaga and Adam Driver, focused on the life of Maurizio Gucci, Rodolfo’s son, who was murdered on his wife’s orders in 1995.

Gaumont promises a thrilling series. “Protagonism, rivalry, selfishness and ambitious expansion, all wrapped up in a tense and elegant family saga with a contemporary and glamorous style,” describes the company, which does not intend to produce a hagiography.