Gucci: The Fashion History of a Family, Part I
Dressed: The History of Fashion
00:00
Crafting Gucci's Heritage Narrative
Exploring how Gucci strategically constructed a false lineage and heritage narrative to elevate its prestige, from incorporating heraldic symbols to inventing an origin story predating its actual founding date. The chapter also discusses the strategic use of heritage by luxury brands, Gucci's success post-World War II, and Italy's emergence as a fashion center.
Transcript
Play full episode
