The son of a Florentine artist specializes in leather work, Guccio Gucci spent his childhood among the major European capitals. He develops his sense of fashion and aesthetics including working at the Savoy Hotel in London. In 1921, he opened a business of leather goods shop and travel bags in Florence. The success of his confections allows him to develop other items such as gloves, shoes or belts. In the 1940s, the shortage of raw materials has forced him to be creative: he launched the ‘bamboo’ Gucci bag, one must still sold today. The company, well established in Europe, opening stores in New York and Miami. After his death in 1953, four son take the reins of the Gucci company. The Gucci handbags are put forward by international stars such as Jackie Kennedy and Liz Taylor. Gucci continues its international expansion – Hong Kong, Tokyo – and the brand is diversifying. But the 1980s sounded the decline. The company becomes a corporation, Domenico De Sole is appointed president of Gucci America (1984), and Investcorp buys 50% stake. In 1994, under the leadership of designer Tom Ford, Gucci back to the front of the stage. The stiletto, and dress in silk jersey become must. But in 2004, he left the house noisily, like Domenico de Sole. The fashion world holds its breath, but the future is assured by the new house designer, Frida Giannini.