The Aviator, Gucci, and Gucci Aviators are among the brands that make up Gucci’s aviator portfolio, and the brand is the focus of a new documentary that follows the evolution of the iconic fashion brand and its evolving design.
The documentary, entitled Gucci and the Aviator: A Billionaire’s Perspective, follows the brands evolution and the journey of its designer and his aviator family.
The film was shot over a year ago, but the story is only now getting its first official public release, with the first trailer available on YouTube today.
The Gucci aviator family has had its own unique journey, beginning with a humble start in the 1970s, when designer and businessman Gucci created the first aviator jacket in Europe.
It was meant to be worn as a statement piece by the designer, but in the early 1980s, the aviator was born.
In the 70s, Guccis aviator suits and other designer goods sold for a hefty sum in the high street.
But as fashion designers began to take their inspiration from aviating aviations, the company found it difficult to sustain a profitable business, especially in a globalised world.
Gucci had to pivot.
In 1990, Guicchi launched the aviation range, and by the time the company had launched its first luxury aviator line in 1999, it had lost more than half its market share.
In 2002, Guidolco (then known as Gucci) bought Gucci for an undisclosed sum, and with that move, Gui’s business strategy shifted to a more traditional line of designer goods.
With the acquisition, Guici became the biggest clothing company in Europe, and its products were sold at a price premium to the rest of the fashion industry.
In 2005, Guis luxury line, the Gucci Air, began to compete with the likes of the Dior and Balenciaga line.
In the ensuing years, the brand’s aviated aviator range was embraced by fashion icons like Mies Van Der Rohe, Dolce & Gabbana, and Alexander McQueen.
The latest wave of Gui aviationals has continued this trend, and in 2013, Guica began selling its most famous aviator jackets.
But it has not been without its critics.
Critics argue that the Guicci line of aviator apparel is more of a fashion statement than a fashion brand.
A 2015 report from the Institute for Strategic and International Studies found that Gucci brands are still losing money to other fashion brands in the luxury market, which it believes is a result of its aviator strategy.
Gucci has said that the strategy has paid off.
In its statement, Guidi’s spokesperson said: “The Gui Aviator line is the culmination of many years of work, innovation and vision.
We are very proud to have become a part of the Gui brand, and look forward to building a future with the brand.
In a changing world, we will always remain committed to creating great aviator products that have been worn by world leaders, as well as by everyday consumers around the world.”
Gucci is also making changes to its aviiator line, and this week, it announced that it would be revamping the range to include more premium jackets.
In its announcement, Guico said that it will offer a new premium line of Gucci suits in 2018 and 2019.
This new aviator collection is set to include jackets with more intricate details and will be available at a lower price point, according to Gucci.
Guiccinoes new line of jackets will be designed in collaboration with Alexander McBride, the designer of the new line.