Oval G logo rhinestone sunglasses.

In the 1930s and 40s, the brand rapidly conquered the market with suitcases, bags, saddlery, and accessories made from precious materials. During the period of wartime restrictions, Gucci demonstrated great innovative capacity by introducing new materials, such as bamboo, which gave birth to the famous Bamboo Bag, still one of the maison's most iconic models today. In the 1950s, other brand symbols were created, including the equestrian-inspired horsebit and the famous green-red-green web.

With the international expansion of the 1960s and 70s, Gucci opened boutiques in major fashion capitals and became the preferred brand for celebrities, artists, and members of royal families. The famous double G logo, created in homage to the founder, established itself as one of the most recognizable symbols of global luxury.

After a complex period in the 1980s, the maison underwent a profound rebirth thanks to new creative directors. In the 1990s, Tom Ford redefined the brand's image with a sensual and contemporary style. Subsequently, Frida Giannini, Alessandro Michele, and Sabato De Sarno have each contributed their own vision to renew Gucci's identity while maintaining its prestige intact.