Gucci Sustainability: The Iconic Brand History & Style for a New Generation
Gucci Sustainability is a key factor within the brands current business practice. The have taken several steps to reduce its environmental impact and promote sustainable practices within the fashion industry, but let's take a look at their background first and what has lead them to success today.
The History of The House of Gucci
Gucci is one of the most iconic and recognisable fashion brands worldwide, known for its high-quality products and classic, distinctive styles. Gucci, founded in Florence, Italy, has served luxury fashion consumers with innovative and forward-thinking designs since 1921. Over the years, the brand has become closely associated with Hollywood, which kicked off in the 1960s. Many of that era's most famous movie stars, including Elizabeth Taylor and Grace Kelly, became loyal customers. After becoming increasingly popular with a more fashion-conscious clientele, one of the era's most famous movie stars, Elizabeth Taylor, was known to be an avid collector of Gucci products. She helped popularise the brand in Hollywood and beyond whilst igniting a close relationship. She was able to provide a platform for each collection to be exposed worldwide. Taylor was essentially an influencer-styled celebrity endorsement approach for each iconic piece released by Gucci at a pivotal time for the growth and status of the brand. In their early days, they had a lot to thank her for.
Featured: Elizabeth Taylor & Richard Burton 1966
IMAGE COURTESY OF GUCCI
The Iconic Gucci Logo
The Gucci logo has undergone several changes over time, reflecting its evolution and commitment to staying current and relevant while maintaining its signature style and aesthetic. The first Gucci logo, introduced in the 1930s, featured a simple cursive "G" with a small loop at the top of the letter. This logo was used for many years and became synonymous with the brand's classic and sophisticated style. In the 1950s, Gucci introduced a new logo that featured the interlocking double "G" design that has become one of the most recognisable symbols in fashion and a logo identifiable across the globe. It was designed by Aldo Gucci, one of the founder's sons, and inspired by the belt buckle he had designed for his father's collection. Over the years, the interlocking "G" logo has been used in various forms and designs, from classic and minimalist versions to more elaborate and ornate variations incorporating additional design elements, such as flowers, snakes, and stars. In the 1980s and 1990s, there were several changes as the brand experimented with new designs and branding strategies. One of the most notable changes during this time was the introduction of the red and green stripe motif, which has become a signature design element of the brand featured time and time again. In recent years, Gucci has embraced a more 70s retro-inspired aesthetic, and the logo has evolved to reflect this style. The current Gucci logo features a vintage-inspired serif font, with the rounded interlocking "G" design placed in a perfect circle, a modern update on a bold symbol many want to be associated with going forward as we enter the Sabato de Sarno era of Gucci.
Present Day Gucci
Gucci has maintained a strong presence in the entertainment world, with many contemporary celebrities and influencers regularly sporting the brand's designs on and off the red carpet. These designs are worn by many high-flying players, such as The Kardashians, Ryan Gosling and Vogue Italia’s editor-at-large Anna Dello Russo. In addition to Gucci's strong ties to Hollywood, the brand is also associated with the music industry and many high-profile musicians, including Madonna, Billie Eilish, Beyoncé, Rihanna, Miley Cyrus, and most recently, ASAP Rocky wearing the designs in music videos and on-stage.
With the rise in digital influence, social media influencers have begun to play a serious part in Gucci’s growth, and we are now witnessing a shift in consumer behaviour through this. Influencers including Chiara Ferragni, Leonie Hanne and Margaret Zhang are paving the way for Gucci now target their customer through innovative marketing campaigns, event invitations and collaborations.
Gucci's Sustainability - The Environment Impact
In recent years, Gucci has taken a strong stance on sustainability, recognising its responsibility to reduce its environmental impact and promote sustainable practices across its supply chain. In 2015, the brand launched its own environmental profit and loss initiative, and in 2017, announced that it would ban fur from stores in 2018. In 2018, the brand announced its commitment to becoming carbon neutral and launched its Gucci Equilibrium programme, which focuses on advancing sustainability in all aspects of the brand's operations.
Throughout the Equilibrium Programme, the brand takes a comprehensive approach to sustainability, focusing on reducing greenhouse gas emissions, minimising waste, promoting sustainable sourcing, and supporting social and environmental causes. They are also strongly committed to using more sustainable materials in their products, including organic cotton, recycled Nylon, and leather from responsible sources.
Gucci Sustainability Role in The CHIME For Change Charitable Foundation
Gucci's commitment to giving back to the community reflects in the work of the Kering and Gucci Charitable Foundation CHIME. It was launched in 2013 by Co-Founders Salma Hayek Pinault and Beyoncé Knowles-Carter, to support music education for underprivileged children in several countries, including the United States, the United Kingdom, Italy, China, and South Korea. The program seeks to provide access to high-quality music education for young people across the globe and is supported by the Kering and Gucci Charitable Foundation.
For example, through CHIME, the foundation partners with music schools, cultural institutions, and local organisations to develop music education programs for children and young people. The program aims to provide access to high-quality music education and opportunities for students to perform, collaborate with other musicians, and connect with the wider music community.
One of the main goals of the CHIME program is to promote social inclusion and help break down barriers between communities. By providing access to music education for young people from diverse backgrounds, the program aims to promote understanding, collaboration, and mutual respect. The program has received praise for its innovative approach to music education and commitment to promoting social inclusion and diversity.
Gucci Sustainability & Social Justice Within CHIME
Gucci has been vocal about its commitment to social justice and equality, supporting causes such as LGBTQ+ rights and racial justice. The brand's support and the brand's recent collaborations with Black artists and activists, such as the Black Lives Matter co-founder Patrisse Cullors, reflect its commitment to promoting social change and fighting for a more equitable world.
Gucci Practice Being Sustainable Through New Business Models
Gucci has been committed to sustainability and social responsibility, reducing its environmental impact and supporting sustainable practices throughout its supply chain. In recent years, the brand has implemented several initiatives to reduce waste and promote sustainable practices, such as using eco-friendly materials and implementing a carbon-neutral program. They continue to explore new business models that prioritise this. That includes experimenting with circular business models, such as renting and reselling Gucci products and exploring alternative materials and production methods.
Overall, Gucci's connection to Hollywood, the development of the Gucci logo, and the Gucci Equilibrium project alongside their Charitable Foundation CHIME, all reflect the brand's enduring appeal and commitment to innovation, creativity, and social responsibility. As Gucci continues to evolve and grow, it will undoubtedly continue to leave its mark on the fashion world and the wider cultural landscape. With Sabato de Sarno entering the brand as the new Creative Director following Alessandro Michele's departure, we are excited to see the development, innovation and growth in the coming years.
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