Major Monogram canvas and leather boots.

In the thirties and forties, despite economic difficulties and restrictions due to the Second World War, Gucci demonstrated an extraordinary capacity for innovation. The scarcity of traditional materials led to the experimentation of new solutions, such as the use of bamboo for handbag handles, creating one of the brand's most iconic products. During this period, symbols destined to enter fashion history were also born, such as the green-red-green ribbon, inspired by equestrian bridles.

In the post-war period, Gucci experienced rapid international expansion. Boutiques opened in Rome, Milan, and New York attracted celebrities, aristocrats, and members of high society. In the fifties and sixties, the brand became synonymous with Italian luxury worldwide, thanks to creations such as the horsebit loafer and the GG monogram, which strengthened the maison's visual identity.

After the death of Guccio Gucci in 1953, family management led to internal tensions that, over time, weakened the brand. In the eighties, Gucci went through a phase of decline, marked by excessive brand proliferation and a loss of exclusivity.

The rebirth occurred in the nineties with a profound creative and managerial restructuring. Gucci regained prestige and relevance, reinterpreting its historical codes in a modern way. Tradition and innovation returned to dialogue, restoring a strong identity to the brand.