'House of Gucci' and Maison sales: how a film production can drive a fashion house's revenues to dizzying levels

A few days from the debut of “House of Gucci” and the sales of the Italian brand reach stellar figures. Yes, the film that tells the chilling story of the Maurizio Gucci assassination is a showcase for the brand’s most iconic garments.

Bags, accessories, sliders and vintage coats are the most popular among the public, as long as they have the double G embossed.

According to ‘The Guardian‘, searches for the garments used in the film increased by 73%, while those for bags by over 250%!

In addition, a special auction was launched by the European online platform Catawiki to sell the most representative pieces in Gucci’s history. The auction that started on November 28 will end on December 5, 2021.

Gucci’s value

The economic value, but above all the cultural one, of Gucci, which is already one of the most established and followed brands in the world thanks to the artistic contribution donated by Alessandro Michele and the Heritage of the Maison, is experiencing a real increase thanks to the film by Ridley Scott.

It could be said that the Maison, part of the Kering group, has foreseen such a success that it has collaborated with director Scott and with the production company MGM. The props so coveted by fans and fashion victims are the result of a selection studied and offered by Gucci to production. Furthermore, one of the scenes in the film was held in the Roman boutique in via Condotti, again with the authorization of the brand.

Unlike the TV series about the murder of Gianni Versace, from which Donatella immediately distanced herself without calling any collaboration, ‘House of Gucci’ was created in perfect synergy with the Kering group, which saw a 60% increase. in sales since the beginning of the year.

The film, whose trailer has received 3 million views, strengthens Gucci’s iconography by associating artistic and charismatic personalities with iconic garments, first of all Lady Gaga, then Jared Leto, Adam Driver and again Al Pacino.

The collections of the 70s / 80s are therefore surpassing and inspiring the new ones, once again bringing vintage into vogue.

Overseas the film has already been released in theaters. In Italy the premiere is scheduled for December 16, we at Wait are too excited, and you?

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Alessia Fazzolari

Laureata in IULM e studentessa di moda presso la Statale di Milano. Da sempre attratta dal mondo del fashion, essendo cresciuta a Milano, giorno per giorno mi lascio guidare da tutti gli stimoli che questo mondo può dare, senza rimanerne mai delusa.