New York, April 28, 2016 – When you get caught up in the now, it becomes easy to forget the past. You all know that Gucci was an actual guy right? Guccio Gucci (1881-1953) is the man who went from working as an elevator boy in London, to creating one of the most iconic fashion brands. He founded the House of Gucci in Florence in 1921 as a small family-owned leather saddlery shop. He began selling leather bags to horsemen in the 1920s. As a young man, he rapidly built a reputation for quality, hiring the best craftsmen he could find to work in his atelier. In 1938, Gucci expanded his business to Rome. Soon his one-man business turned into a family business, when his sons Aldo, Vasco, Ugo and Rodolfo joined the company.
“The events portrayed in this book are based on that which I witnessed and experienced, or on what my parents and others told me. Wherever possible, I have tried to verify them independently but I accept that they may not be always as others remember them. In a few instances I have changed names to protect people or avoid causing offence. Any mistakes are my own.” – Patricia Gucci
Patricia Gucci is the granddaughter of Guccio Gucci by way of his son Aldo Gucci. In the Name of Gucci charts the untold love story of Patricia’s parents, relying on the author’s own memories, a collection of love letters and interviews with her mother, as well as an archive of previously unseen photos.
She interweaves her parents’ tempestuous narrative with that of her own relationship with her father—from an isolated little girl who lived in the shadows for the best part of a decade through her rise as Gucci’s spokesperson and Aldo’s youngest protégé, to the moment when Aldo’s three sons were shunned after betraying him in a notorious coup and Patricia—once considered a guilty secret—was made his sole universal heir. It is an epic tale of love and loss, treason and loyalty, sweeping across Italy, England and America during the most tumultuous period of Gucci’s sixty years as a family business.
In the Name of Gucci comes out in traditional and online bookstores on May 10th, 2016.
Photos: Penguin Books
In the Name of Gucci: A Memoir