The Gucci Family Boards Upcoming Television Adaptation About the Fashion Dynasty

The story of the Gucci family is headed to the small screen with members of the fashion dynasty involved, Variety revealed on Wednesday.

Producer Giorgio Gucci, a great-great-grandson of the label’s founder, Guccio Gucci, has signed an agreement with Gaumont, a French film and television studio.

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De gauche à droite Roberto Gucci, Giorgio Gucci et Maurizio Gucci lors de l'ouverture d'une boutique le 21 septembre 1983 à Paris, France. (Photo by Laurent MAOUS/Gamma-Rapho via Getty Images)
Guccio Gucci’s grandsons Roberto, Giorgio and Maurizio Gucci (L to R) at a boutique opening in Paris in 1983.

“We are interested in telling the story of a family business, because that is what the Gucci saga is about,” Giorgio Gucci told Variety. His company, Alcor Film, was among the producers of Alain Parroni’s drama “An Endless Sunday,” which scored the Venice Film Festival’s Horizons Special Jury Prize in 2023.

“Gucci was certainly one of the first Italian brands to cross our borders and land in the United States, and from there to bounce around the rest of the world, becoming the absolute protagonist of the Dolce Vita here in Rome,” he continued.

The Gucci project is currently untitled with no director or cast attached, but Variety has confirmed that it will follow the brand’s inception and rise to prominence. The series will also explore the Gucci family’s internal feuds, which ultimately led the Italian brood to sell their business in the 1990s. Filming will likely take place across Italy, the United States, France and the United Kingdom.

“One of the main reasons why we decided to board this adventure with Giorgio, Alcor and the Gucci family is because we immediately found their willingness to question themselves and therefore to not just tell the bright moments of this story,” said Marco Rosi, general manager of Gaumont Italy. “I’m very happy that we have the opportunity to really enter into the folds of a family story that doesn’t in the least want to be pure hagiography.”

Aldo Gucci with his daughter Patricia Gucci present the Gucci summer 1983 menswear collection at the Gucci flagship store in New York. (Photo by Nick Machalaba/Penske Media via Getty Images)
Guccio Gucci’s son, Aldo Gucci, with his daughter Patricia Gucci at a presentation of Gucci’s spring 1983 menswear collection.

“How the [Gucci] family destroyed itself for the sake of business is something that interests me a lot and it’s not scandalous,” Giorgio Gucci said. “In fact, it’s a very human matter, or even more to the point a psychological or anthropological matter … But it’s only by really getting to the bottom of these characters that we can fully understand them.”

Rosi added that the production “will certainly be a very glamorous series for which we will have access to the family archives.”

Before launching his namesake label, Guccio Gucci was a bellboy at the Savoy Hotel in London, where he was inspired by the luxury leather suitcases carried by British aristocrats. Gucci opened his first boutique in Florence in 1921, with his sons Aldo, Vasco, Rodolfo and Ugo joining the family business. Aldo is credited with raising the brand’s profile, opening the first Gucci boutique in Rome and introducing the label’s iconic double G monogram.

The Guccis were previously the subject of Ridley Scott’s 2021 drama, “House of Gucci,” which starred Adam Driver as Maurizio Gucci and Lady Gaga as his estranged wife, Patrizia Reggiani. According to Variety’s report, Gaumont and Giorgio Gucci’s series project was floated years before the film premiered.

Lady Gaga, Adam Driver, Al Pacino and Jared Leto at the House of Gucci Los Angeles premiere held at The Academy Museum of Motion Pictures on November 18, 2021 in Los Angeles, California. (Photo by Chris Polk/Variety/Penske Media via Getty Images)
L to R: Lady Gaga, Adam Driver, Al Pacino and Jared Leto at the premiere of “House of Gucci” in 2021.

The Gucci family issued a statement following the release of Scott’s biopic, claiming that the Oscar-nominated film portrayed them inaccurately.

“The production of the film did not bother to consult the heirs before describing Aldo Gucci — president of the company for 30 years — and the members of the Gucci family as thugs, ignorant and insensitive to the world around them,” the statement read. “This is extremely painful from a human point of view and an insult to the legacy on which the brand is built today.

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