The fact is that most Italian fashion brands did get their start as family-run businesses. Some, for example, developed into world-class brands after humble beginnings as workshops crafting horse tack. And while they may look glamorous on the outside, behind the scenes, there have been repeated, dramatic family conflicts and power struggles—often making headlines. The Gucci founding family, for example, underwent an internal battle for control so intense that it ended with the murder of the founder’s grandson, Maurizio Gucci, by his ex-wife. The story is depicted in the film The House of Gucci, revealing a brand history dark enough to be told as a suspense-filled drama.
Versace founder Gianni Versace also met a tragic fate at the hands of gun violence. The brand then passed to his sister, Donatella, whose flamboyant fashion sense and strong personality have since become a key part of the brand’s identity.
Missoni founder’s son, Vittorio Missoni, and his wife went missing in a small aircraft in Venezuela, and although the wreckage was found a few months later, the cause of the accident remains a mystery.
Miuccia Prada, the current CEO of the company, was apparently once involved in artistic pursuits like masked dramas and circus performances—while also being active politically. The personality and past of this impassioned woman are now reflected in Prada’s collections.
Even more intriguing is the tax evasion scandal plaguing the Dolce & Gabbana house. Their emotionally-charged speech became a problem over more than seven years of protracted legal battles, leading to a rather unusual “language strategy” that made headlines: their representatives were advised to speak in English rather than Italian to give a calmer, more collected impression. The defense team’s advice was reportedly based on the fear that their clients’ overly-expressive speech in court was showing Dolce & Gabbana in a poor light, since Italian is full of passionate expressions that tend to trigger emotional responses in its speakers and amplify qualities like anger and sarcasm.
As you can see, the Italian fashion houses are rife with human drama that goes beyond simply making clothes. The brands are beloved throughout the world, perhaps not only for the gorgeous materials and exquisite craftsmanship of their fashion pieces, but also for the life stories that stir our hearts behind the scenes. Each house is truly unique, a patchwork of urban culture, artistic pride, family loyalty, and even the occasional scandal.
Next time you reach for a famous Italian brand, take a moment to imagine the story woven into its clothing.
