The fall of Gucci was inevitable

Fri, 05/03/2024 - 05:44

Gucci Black Leather Princetown Women's Slipper with Lamb Wool displayed as fragmented bars on a split background with Gucci Store and flowers — Gucci — recently one of the world's hottest brands — has faced headwinds, with falling sales and a diminishing reputation.
Gucci; Kyodo News via Getty Images; Alyssa Powell/BI

In 2015, as part of creative director Alessandro Michele's first line for the fashion house, Gucci's famous loafers got a makeover. While they still had the classic horse-bit buckle, the backs were shaved down to make them mules, and tufts of kangaroo fur were added to the heel.

They were everything but quiet luxury. Fur! Brand recognition! Impractical!