By Frida Giannini, floral print cotton midi coat.

In the 1930s, the brand consolidated its reputation, while during the Second World War, due to the scarcity of leather, it experimented with innovative materials such as canvas, linen, and bamboo. From this ability to reinvent itself, some of the maison's most iconic symbols were born, including the famous Bamboo Bag, the green-red-green ribbon inspired by the equestrian world, and the metal horsebit used on the famous Gucci loafers.

In the post-war period, Gucci underwent rapid international expansion with boutiques in New York, London, Paris, and other major fashion capitals. In the 1950s and 1960s, the brand became synonymous with Italian luxury, winning over celebrities, artists, entrepreneurs, and members of royal families. Its creations are distinguished by a refined style that combines artisanal tradition and innovation.

After a complex period in the 1980s, Gucci experienced an extraordinary rebirth in the 1990s thanks to a new creative vision that profoundly renewed the brand's image while keeping its historical identity intact. In the following years, the maison continued to evolve through collections that blend heritage, experimentation, and modernity.

• Gucci.
• Midi coat.
• In floral print cotton.