An forthcoming series will explore the rise of the famous Italian luxury business Gucci, which is now owned by Kering, and the fascinating Gucci family tale, bringing the house’s rich history back to the big screen. An independent Roman production firm headed by Giorgio Gucci—the great-great-grandson of founder Guccio Gucci—and the Italian branch of the prestigious French production business Gaumont will collaborate on the series.

Guccio Gucci, the son of straw hat masters from Tuscany, is the protagonist at the outset of the story. After working at the famous Savoy Hotel in London, Guccio dabbled with leather products and, in 1921, founded a baggage store, which would later become the foundation for the legendary Gucci dynasty.

“This inaugural audiovisual venture aims to chronicle the evolution of a familial enterprise: from its humble origins as a modest artisanal workshop in Florence to its emergence as one of Italy and the world’s foremost fashion houses,” said Gaumont in a statement to the media.

After setting the stage with the founding of the house, the focus will shift to Guccio Gucci’s son, Aldo, who was an important role in the late 1930s when the first Gucci boutique opened in Rome. The brand became a true icon thanks to Aldo’s revolutionary ideas, which are now instantly recognizable by their double G emblem and distinctive red and green striped ribbons. During the Dolce Vita period that followed World War II, Gucci catered to affluent clients, including Hollywood stars.

Rodolfo and Aldo were the driving forces behind the brand’s meteoric rise to prominence in the American market and beyond. Aldo is described by Gaumont as “a romantic and visionary entrepreneur and designer, who left an indelible mark on the global fashion landscape.”

After Ridley Scott’s 2021 film House of Gucci received backlash from the Gucci family, the series gives them a chance to reclaim their story. Gaumont is an enthralling family saga that avoids hagiographic tendencies while delivering on promises of protagonism, rivalry, ambition, and growth in a taut and clever plot.