Picking up where we left off, Guccio was prospering with his new company and, having designed a new logo, was hitting the world with a wave of new products to go along with it. After his death in 1953, his son Aldo took the reigns and began leading the company forward into the modern era.

The company opened boutiques in London, Paris, and New York, displaying Gucci clutch wallets, Gucci hats, and more to the entire world for the first time on a large scale. During this expansion, Gucci suffered in-fighting amongst family members over inheritance and rights of ownership. Despite this, the company expanded into the Far East in the late 1960s, opening stores in Hong Kong, Tokyo, and Korea.

This was when the now-famous and immediately recognizable GG label was introduced. Gucci's Floral silk scarf was made famous by actress Grace Kelly during this time as well, producing some of the hottest sales the company had seen to-date. At this time, Aldo's sons had taken over departmental operations and he was free to design more often, producing the Gucci Accessories Collection (GAC) in 1979.

This new collection allowed the company to showcase lower-priced items such as cosmetic bags, pens, and lighters to augment the Gucci Perfumes sector and to introduce people to the luxury name without luxury prices. All the while, family alliances and arguments still threatened the company.

In the last installment, we will look at how these issues resolved and how Gucci and the famous GG logo went on to dominate the luxury fashion world.

Tags: fashion, gucci, history, icon

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