GUCCI VALIGERIA: ACCESSORIES WITH A STORY
In the world of fashion and advertising, few campaigns gain as much prominence as those of Gucci Valigeria. Year after year, with stars such as Ryan Gosling, Chang Chen, and Kendall Jenner leading the way, Gucci’s travel accessories campaign is launched to great fanfare. Travel accessories have always been an essential, if not foundational, element of the brand since its inception.
Since its founding in Florence in 1921, Gucci has been synonymous with the life and leisure of the upper echelons. What began as a small leather goods shop catering to Italy’s elite has evolved into a global brand.
All Aboard: Destination, Florence
Gucci’s journey began with Guccio Gucci’s admiration for luxury, which he observed during his youth while working. His experience working at London’s Savoy Hotel in 1897 allowed him to closely observe the style and elegance of the most sophisticated travellers, as well as understand their needs and seek ways to meet them.
This experience inspired Gucci to open his own shop in Florence, focusing on high-quality leather goods under the line “Valigeria Inglese” (English luggage, after the hotel’s location). The early products were primarily designed for the travels of the elite, featuring suitcases and luggage that combined functionality with a design very similar to what we see today. This initial line marked the beginning of a long tradition of leather goods.
In the 1930s, the iconic Diamante pattern was introduced, a rhomboid design that preceded the famous GG monogram now present in its Supreme pattern. These early designs already showcased the handcrafted quality and exclusive craftsmanship that would come to characterise the brand to this day. During this period, the brand also began experimenting with the use of leather combined with innovative materials such as canvas, creating unique pieces that earned the trust of the jet set.
The Rise to Fame
From discreet clients to the celebrities of the moment, Gucci navigated a path of strategic growth. During the 1950s, Gucci reached a new level of prestige with the introduction of iconic models such as the "Horsebit" bag and the "Flora" print. These designs cemented its reputation among celebrities and aristocrats for various reasons. The Horsebit, like the Tribanda or Gucci Web, emerged as a symbol of the brand due to its association with the favourite sport of the upper classes at the time: horse riding.
The Gucci Flora print was a gift to Grace Kelly, part of strategies to associate the brand with the most influential women of the era. As the decades progressed, the GG monogram became established as a universal symbol of status, thanks to clients like Grace Kelly and Jacqueline Kennedy.
In the 1960s and 1970s, Gucci continued to expand its product line, introducing new models of luggage and accessories that maintained the brand’s classic essence while incorporating modern elements. The introduction of the "Gucci Savoy" line reflects the importance of the brand’s history. Its details invite us to travel back to the house's origins, such as the triband from the 50s, the monogram from the 70s, and the label with the image of Guccio Gucci as hotel buttons embossed in leather.
The Gucci Valigeria Collection
The Gucci Valigeria collection celebrates a century of tradition in travel goods. This collection includes the famous suitcases, trunks, and travel bags, such as the Gucci Duffle bag we saw this year on the shoulders of Jannis Sinner. Models like the Gucci Savoy, in the famous GG Supreme canvas with leather details, are perfect examples of how Gucci blends its history with modern life.
The Gucci Savoy is inspired by the Savoy Hotel, where Guccio Gucci worked. This phase of his life inspired more than one moment in the house’s history. Today, the brand is represented by a burgundy colour (named Rosso Ancora) that reflects the interior of the Savoy Hotel’s lift.
Sabato de Sarno, Gucci’s current creative director and the person responsible for the brand’s new wine-red tone, has renewed the brand’s vision with collections like Gucci Cruise 2025, presented at the same Savoy Hotel in London. This new creative direction celebrates Gucci’s rich history and its connection to the world of travel, blending historical elements with a modern and romantic vision.
Today, celebrities such as Julianne Moore, Mélanie Laurent, and Dakota Johnson use the brand’s travel items for events and in their daily lives. These modern figures represent Gucci’s historic relationship with the upper echelons. The brand’s timeless style and adaptation to contemporary trends preserve its classic essence.
One could say that the Gucci Savoy line, destined to accompany us on our journeys around the world, has had a journey of its own worthy of admiration.
