The Gucci family saga adapted by Gaumont and Alcor Film
This first joint audiovisual project will tell the story of a Family Business: from a modest artisanal workshop in Florence to one of the most important fashion houses in Italy and the world.
The Italian division of Gaumont, the world’s oldest and continuously operating film company, announces a partnership with Giorgio Gucci’s Alcor Film and his family. This first joint audiovisual project will tell the story of a Family Business: from a modest artisanal workshop in Florence to one of the most important fashion houses in Italy and the world.
"The business cannot harm the family,
but the family must not harm the business."
Guccio Gucci Jr.
This is the thematic conflict around which the plot of the new project will revolve, tracing the Gucci family history from its origins when the founder, Guccio Gucci, embarked on a new, great, and ambitious adventure in his leather bag store in Florence. It will then continue, following the journey of his son Aldo, the eldest of five brothers, who in the 1930s opened the first boutique in Rome. His intuition and innovative use of quality materials, gave rise to the iconic brand featuring the double G logo and the red and green or red and blue striped ribbons.
By the end of the war these had become a status symbol of La Dolce Vita years. Aldo Gucci coined the motto: “Quality is remembered long after the price is forgotten,” and, against his father’s wishes, he set out to internationalise the Gucci brand with expansion into the American market, opening the first store in New York. Aldo thus became the first ambassador of Italian fashion in the world. A romantic and visionary entrepreneur and designer, on a quest to conquer the global fashion system. Protagonism, rivalry, selfishness, and ambitious expansion, all wrapped in a tense and elegant family saga with a contemporary and glamorous style.
Marco Rosi, General Manager of Gaumont Italy, states: “I am proud to be announcing this ambitious project. We were thrilled to accept Giorgio and his family’s proposal to work on the story of one of the world’s most iconic brands, whose global success is indissolubly linked to Italian excellence and to the family that created it”
Giorgio Gucci, CEO of Alcor Film, adds: “We chose Gaumont because their journey is so similar to ours, a Family Business that chooses excellence on a daily basis in order to continue growing. There is a great unity of purpose between us”.
