Stitched through the ‘Male Gaze’: Gucci's Tailored Vision of Fashion
From the tender age of two, my mother was responsible for curating my school clothes. Throughout my years from junior high to high school, dress codes dictated the appropriateness of my clothing choices, from shirt length to headwear. Finally, graduation marked a milestone of liberation—freedom to do what I want, be who I want, and, most importantly, wear what I want.
My initiation into the world of designer goods started with a vintage Gucci bag engraved with its iconic 'GG' symbol and vibrant red and green stripes. The designer brand began gaining a large wave of popularity due to its uniqueness, commitment to craftsmanship, and leather production. Founded and created by Guccio Gucci in the early 1920s, Gucci proudly grew its reputation of speed and excellence, producing high-quality goods worldwide. Whether you were a teenager saving up for your first Gucci purchase, or a wealthy mother buying her 5th purse, Gucci was hot, and everyone wanted a taste.
Once Aldo Gucci, son of Guccio, had control of the business, the brand skyrocketed into an iconic brand of the Italian ‘dolce vita’ period. It initially garnered attention from high-class citizens and the bourgeoisie. Although the development was under Aldo’s name, silenced geniuses mended and wove the creations.
After bursting with excitement from my first Gucci bag purchase, I delved into the history of Gucci, only to find a roster dominated by white male businessmen. From Jean-François Palus to Sabato De Sarno, even Guccio, the creator of Gucci himself, these men shaped the landscape of women's fashion, accessories, and outerwear.
The silent and linear development of the 'male gaze' quietly unfolded with the inception of Gucci, with men designing and dictating the clothing and goods that women buy and wear. The male-centric viewpoint influences the design process, dictating what is fashionable, desirable, and marketable. Women such as Jackie Kennedy had creations in their name based on what the opposite gender, who did not own a single purse, believed fit her style. Gucci items often reflect traditional notions of basic colors and styles which is attention-grabbing at first. The production of goods post the ‘dolce vita’ era became less creative and put the ‘male gaze’ into full effect.
As time went on and fashion developed (1990s and early 2000s), the fashion scene was ablaze with iconic trends, from bubbly sunglasses and tramp stamps to striped highlights, juicy tracksuits, and statement bags. The uniqueness around feminine styles increased as the ‘male gaze’ decreased with the recent abundance of female employees and designers. Now, in present times, the ratio of female workers to males at Gucci is 58% to 42%. These quintessential accessories and outerwear items defined freedom and inspiration where style was synonymous with boldness and individuality. From sleek handbags to the creation of entire collections, the world of Luxury was altered through the power of Gucci and its slow decrease of the ‘male gaze’.