Vintage oval acetate sunglasses with logo.

In the 1930s, the brand began to distinguish itself through the quality of its items, winning over wealthy clients and the aristocracy. Among the iconic products of that period was the bamboo handle bag, introduced during the Second World War due to the scarcity of raw materials. Bamboo became one of the brand's distinctive symbols.

During the 1950s and '60s, under the leadership of Guccio's sons, particularly Aldo Gucci, the company underwent international expansion, opening stores in New York, London, and Paris. The double G logo, representing the founder's initials, became a globally recognized symbol of luxury. Gucci became the preferred brand of celebrities, including Jackie Kennedy, who made the "Jackie bag" famous.

In the 1980s, Gucci went through a period of difficulty due to family conflicts and ineffective management, which brought the company close to bankruptcy. However, in the 1990s, thanks to the acquisition by Investcorp and the appointment of Tom Ford as creative director, the brand was relaunched with a modern and provocative style.

Today, under the ownership of the Kering group, Gucci remains one of the most influential luxury brands in the world. With designers such as Alessandro Michele (until 2022), the brand has continued to combine tradition and innovation, consolidating its global status.