Sarah Forden spent many years covering the fashion industry in Milan. In fact, at the time of Maurizio Gucci’s death–the central storyline of her novel–she was working as a reporter for Women’s Wear Daily. This gave her a front-row seat to the inner workings of luxury fashion. Her extensive experience and connections within the industry provided her with unique insights and access to key players, which enriches the narrative of House of Gucci. Forden’s expertise is evident in her meticulous research and the detailed recounting of events that many other authors might struggle to capture with such authenticity.
House of Gucci spans several decades, tracing the rise and fall of the Gucci family empire. Forden begins with the humble origins of Guccio Gucci, who worked as a bellhop in London’s Savoy hotel. Inspired by the notion that luggage functions as a symbol of affluence and taste, Guccio returned to Italy to open a small leather goods shop. The narrative then follows the expansion of the business under his sons, Aldo and Rodolfo, who transformed Gucci into a global fashion powerhouse through charisma and intuition rather than trained business acumen.
Forden intertwines the family’s history with details about how they built the handbag dynasty. She delves into the “Gucci concept,” a group of colors and designs largely derived from horse stables that’s still evident in current collections of Gucci sunglasses, clothes, and accessories. This is because the label constantly merges inspiration from the archives with fresh, modern accents. Forden also touches on the techniques behind the brand’s signature styles, including the use of rich leather materials. To produce Gucci’s trademark leather, veal calves were fed in their stalls, which prevented any scratches. Ultimately, Forden shows readers how the brand built a reputation for its high-quality craftsmanship, iconic designs, and timeless appeal.
The heart of the story, however, lies in the dramatic in-fighting among Guccio’s sons and grandsons. This in-fighting, coupled with the Guccis’ inability to adapt to increased competition, professionalize their management and maintain the value of their brand name eventually caught up with them. Maurizio’s tenure at the helm of the company was marked by financial difficulties, internal strife, and ultimately, his shocking murder. Forden meticulously details the events leading up to Maurizio’s death, the subsequent investigation, and the sensational trial of Patrizia Reggiani, who was later convicted of orchestrating his murder.
Meanwhile, the film brought to story to a wider audience and highlighted the integral role of fashion in the narrative. The recreation of Gucci’s iconic designs and the portrayal of the opulent lifestyle associated with the brand were central to the film’s success. In fact, according to Women’s Wear Daily, searches for “Gucci” increased by 31% on the ShopStyle platform following the film’s release. Terms like Gucci belt, Gucci handbags, and Gucci loafers all saw large increases in searches, underscoring the enduring allure of the Gucci name.
More than a true crime story, House of Gucci sheds light on the complexities of family loyalty and personal ambition. Peppered with real-life quotes from Gucci family members, Forden does a great job of adding intrigue to a history already splashed across newspapers. Her style of storytelling also does justice to the cast of characters, fleshing out each figure with relatable flaws that draw readers into their glitzy world. This approach allows outsiders to understand the emotional and psychological factors that contributed to the family’s internal conflicts and ultimate downfall.