The Brands We Dream Of: The History of Iconic Italian Designer Brands
- kennedyallison
- Jun 5, 2023
- 5 min read
Allison Kennedy
Italy has long been a hub for innovation in the fashion industry. Italian designers have influenced global fashion trends and have created iconic fashion brands that are known for luxury, status, sophistication and quality. These Italian designer brands are renowned worldwide and will forever be timeless. Italy has played a pivotal role in shaping the world of design and luxury and is a global leader in fashion and design.
Italian fashion power houses like Gucci, Prada and Giorgio Armani set trends and influence with their innovative designs. The Italian brands give the vision of a lifestyle with beauty and love for finer things. All three of these designer brands can be found right here in Florence. These brands did not become influential overnight and have a long history before triumph.
Gucci
One of the oldest Italian fashion brands Gucci was founded in 1921 by Gucci Gucci. The brand started out as a luxury luggage manufacturer for Italy's upper class. Gucci’s first store opened in Florence and then expanded to Via Condotti, Rome’s luxury shopping street, in 1938.
The brand initially produced leather goods as well as knitwear, shoes, handbags and silk goods. During the second world war, the label was forced to use cotton to create their goods. Gucci’s distinctive “Double-G” monogram was developed during this time as well as their iconic Gucci stripe. This is two green stripes with a single red bar in the middle.
As Gucci began to grow, it made its way across the globe and from the 1950s onward it experienced incredible success. It became the label of choice for wealthy travelers, Hollywood stars and shoppers and known for its extravagant, opulent designs.
In the mid 60s the brand created luxury accessories like eyewear, watches and jewelry, which are now the highlight of the brand.
Guccio Gucci passed away in 1953 and the business was taken over by his three sons, Aldo, Vasco and Rodolfo. Then when Rodolfo passed away in 1983, Gucci’s successes began to fall apart under his son Maurizo. The brand experienced family disputes, tax evasions charges, sales to foreign investors and even assassinations.
In the 90s, Designer Tom Ford became the Creative Director and is credited for restoring the company's reputation and bringing back the extravagance that once defined the label. He was replaced by Frida Giannini after his final collection in 2004. She had control of both the men’s and women’s ready-to-wear design until late 2014.
When she left, Gucci was known for being stale and irrelevant and needed someone to bring it back to life. Alessandro Michele took over as creative director, after working for the company for 12 years. Since he was relatively unknown, people wondered what direction the brand would go in. Michele has a unique style and he was able to blend the brand's classic penchant for extravagance with a somewhat-kitschy pageantry. This was prevented from being a huge success and attracted young new customers as well as fashion insiders.
In early 2017, Gucci had achieved record sales under Michele. He fueled an 11% boost in profits for the brand's owner, Kering. The brand's high performance continues to this day and Michele is still the creative designer. In Florence, you can visit the Gucci Garden, a museum dedicated to the iconic brand.
Katie Leahy (left) waits in line before she makes her once in a lifetime purchase.
”I have come here today to buy a luggage set. I have done lots of research on different luggage’s and styles and the Gucci sets have the best reviews and I like them the most. I have been going back and forth between brands but ultimately Gucci is the best choice, I like its timeless look.”
Leahy brought her friend along for support.
”I have never made a purchase this large in my life and never thought I would have. I brought my friend along to make sure does not let me back out or get afraid if spending so much money. I need her here.”
Prada
A constant leader in the fashion industry, Prada, opened its doors in Milan in 1913 on the famous Galleria Vittorio Emmanuel II. The brand was formed by Mario Prada who also ran the store in Milan. The store initially sold travel accessories, trunks, steamers and leather products. The brand was put into the spotlight in 1919 when it was awarded the title of Official Supplier of the Italian Royal House.
This gave Prada its logo. The distinct triangle displays the House of Savoy coat of arms, an ode to Italian aristocracy. This same iconic logo is used by the brand today.
Mario Prada believed women had no place in the workplace. But ironically, his daughter Luisa Prada was the one who took over his company when his son had no interest in the business. Luisa ran Prada for about 20 years and is credited with contributing to its success today.
At this time, Prada had made a name for itself in the luxury industry but it was still not a household name. Miuccia Prada, Luisa’s daughter, joined Prada in the 1970s and designed luxury handbags and luggage. Then Miuccia and Patrizio Bertelli met and began to collaborate. At the time Bertelli ran a luxury leather company. He focused on the business side and pushed Prada to expand its product lines beyond luggage, handbags and trunks. The two of them, who eventually married, were dedicated to creating a new era of Prada.
They launched a popular luxury footwear in 1979 and they became well known for their tidy aesthetics and “Prada Green.” They opened stores in London, Madrid, Tokyo and Paris. Prada was launched into its current well-known name when they introduced their womenswear line of low waistlines and narrow belts.
Today, Prada is a household name and its logo is easily recognized. They have acquired other smaller brands like Miu Miu and Church's. Prada has influenced the core of the fashion industry.
This couple was pacing back and forth by the Prada store for a decent amount of time. When asked if they were planning on buying something, Bill DeSilva responded,
”My Wife has been going back and forth on which bag she wants for days. It is for our upcoming Anniversary. We have walked passed this window two times today! I am hoping she picks soon!”
His wife Maria responded,
”Its a big purchase! I want to make sure it is one I love. I always say, if you don’t love it at first sight it‘s not the one for you.”
They did not end up making the purchase this time around either!
Giorgio Armani
Giorgio Armani was born in Piacenza, Italy and after a brief military service he broke into the fashion industry. In 1964, after being a window dresser, he was taken in as a designer for the men’s clothing company, Hitman. He had an in-depth knowledge of fabric and design. In 1975, he left to create and design his own menswear label and then a womenswear collection. His brand was extremely successful and influential. He transformed the wardrobes of professional women in the 80s by putting them in chic, deconstructed pantsuits in elegant colors.
By the end of the 1990s, Giorgio Armani had over 200 stores worldwide. This included his other fashion lines Emporio Armani and Armani Exchange. They created sales of $2 billion annually. The brand expanded beyond clothes with make-up, home goods, book publishing and sportswear.
In 2005, Armani debuted his first haute couture line named, Armani Prive. This venture was launched because of his love for a challenge.
Giorgio Armani is the umbrella brand of many sub-brands designed to cater to specific needs of different market segments. It has become one of the strongest fashion and luxury brands in the world. The brand has a value of $3.1 billion making it one of the most highly valued fashion companies in the world.
These are the beautiful windows of the Florence store. Giorgio Armani himself is known to be unbelievably modest and he keeps his personal life a secret. He rarely gives interviews, mostly dresses in black and is a big fan of sports.
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