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Gucci doesn’t consider knock-offs to be a sign of flattery. It didn’t take long for Aldo and two of his sons to sue Maurizio, claiming that the signature on the form ceding his father’s shares was forged. Maurizio’s top dog status was further underlined when his father died in 1983, leaving him his shares and making him the biggest stakeholder. Maurizio’s cousin Paolo, played with gusto by Jared Leto, is fired and then tries to start a line of his own, which sets off a string of lawsuits, not to mention a sub-drama that would eventually lead to Paolo’s father Also being indicted and jailed for tax fraud. Adam Driver’s character Maurizio is sent to New York to work with his Uncle Aldo and establish a line of succession. A snaffle of red and green stripe dressed up a loafer, which in turn dressed up a total look.īy the ’70s, the third generation of Guccis had entered the picture, and this is where the drama-and thus the movie-picks up.
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) The brand was indeed a status symbol, one whose value lay not in the trendiness of its products, but in their lasting “rightness.” Gucci owed its “rightness” to a balance of informality and appropriateness. “Being frosted by a Gucci clerk in New York is almost a status symbol,” The Atlanta Constitution opined in 1981. (Clerks in the packed Manhattan store, which closed for lunch every afternoon, were famously icy. Gucci’s mystique at that time came down to quality and snob appeal.