The Globalisation of Luxury Fashion: The Case of Gucci

Abstract This article offers the reader an encounter with crucial writings on the globalisation of luxury fashion. In so doing, it introduces an original conceptualisation of luxury fashion. The historical meaning of the globalisation of luxury fashion from Roman times up until the present period is examined. The globalisation of Gucci, the Italian luxury fashion brand specialising in leather goods, is then analysed. Through this case study the complexity of the globalisation of luxury fashion is revealed. The Italian luxury fashion brand has from its inception in 1921 drawn on and absorbed a range of cultures from across the globe. Globalisation of national luxury fashion brands is, therefore, far from unidirectional. Rather, such processes involve a multidirectional flow of luxury cultural influences. Indeed, it is concluded that luxury fashion itself is a globalising medium of luxury culture.