Gucci
Kering · Italy
Gucci is the Florentine leather goods house founded by Guccio Gucci in 1921 and the largest brand of the French luxury group Kering. After a sharp sales decline, it is being rebuilt under creative director Demna, appointed in 2025, and chief executive Francesca Bellettini.
| Founded | 1921, Florence |
|---|---|
| Founder | Guccio Gucci |
| Owner | Kering (since 1999) |
| Headquarters | Florence, Italy |
| President and CEO | Francesca Bellettini (since 2025) |
| Creative director | Demna (since 2025) |
| Website | gucci.com |
What is Gucci?
Gucci is an Italian luxury brand producing leather goods, shoes, ready-to-wear and accessories. It is the largest house of Kering, which has owned it since 1999. Demna, formerly of Balenciaga, was named creative director in March 2025, and Francesca Bellettini became president and chief executive in September 2025.
History
Guccio Gucci opened a leather goods business in Florence in 1921, introducing handbags in 1937. The Bamboo bag appeared in 1947, the loafer in 1952 and the interlocking G logo in 1964. The first US store opened in New York in 1953. After family disputes in the 1980s, Tom Ford and Domenico De Sole revived the brand in the 1990s, and it came under the control of PPR, now Kering, in 1999. Later designers included Frida Giannini, Alessandro Michele from 2015 to 2022 and Sabato De Sarno until early 2025.
Products and positioning
Gucci is a high-luxury brand whose business is led by leather goods and shoes, supported by ready-to-wear, jewellery and watches. Beauty is licensed: after Kering sold its beauty division to L'Oréal in 2026, the Gucci beauty licence is due to move from Coty to L'Oréal from mid-2027 for 50 years.
Business model and distribution
Gucci sells mainly through directly operated stores and its own e-commerce, after Kering reduced wholesale distribution. According to Modaes, Gucci's revenue fell to 5.992 billion euros in 2025, down from 7.65 billion euros in 2024, and Kering has renewed the brand's management and cut about 20% of product references as part of its turnaround plan.
Gucci and technology
Kering has introduced AI tools for pricing and stock allocation across its houses as part of its recovery plan. In February 2026 Gucci faced criticism for AI-generated promotional imagery during Milan Fashion Week.
Why it matters
As Kering's biggest brand, Gucci's performance largely decides the group's results. Its turnaround under Demna and Bellettini is one of the most important tests in luxury fashion today.
Frequently asked questions
Who owns Gucci?
Gucci is owned by Kering, the Paris-listed luxury group controlled by the Pinault family. It has been part of the group, formerly called PPR, since 1999.
Who is Gucci's creative director?
Demna has been creative director of Gucci since 2025. He previously led Balenciaga for ten years and co-founded the collective Vetements.
