Amid Gucci’s revenue decline, Alexandra Gucci Zarini ventures into luxury fashion with AGCF, focusing on ethical practices and social accountability.
Gucci, a cornerstone of luxury fashion, has recently experienced a significant decline in revenues, dropping nearly 30% from $10.9 billion in 2022 to an anticipated $7.9 billion in 2024. Under the stewardship of luxury conglomerate Kering, the brand has faced numerous challenges, including criticisms that it lost touch with its heritage and legacy. This downturn contrasts sharply with the performance of other industry leaders such as Louis Vuitton and Chanel.
Amidst Gucci’s struggles, Alexandra Gucci Zarini, a third-generation member of the Gucci family, is stepping into the fashion arena to establish her own luxury brand, AGCF, alongside her husband, Josef Zarini. The name represents both her heritage—’AG’ for Alexandra Gucci—and a commitment to social accountability—’CF’ for Creative Framework. Alexandra emphasizes that AGCF aims to create “purpose-driven luxury,” a concept she elaborated on, stating, “We’re building a movement towards a more responsible and ethical luxury industry.”
AGCF operates as a Public Benefit Corporation, pledging 20% of its profits to charitable initiatives focusing on young women, children, and environmental causes. Prior to her venture, Alexandra founded the Alexandra Gucci Children’s Foundation, exemplifying her commitment to philanthropy.
Josef Zarini remarked on the potential of fashion as a medium for societal change, asserting, “Fashion is a hugely powerful tool to message change.” He alongside Alexandra aims to create a collection that not only embodies high craftsmanship but also carries a positive ethical message. The couple is outspoken about the ethical breaches they perceive in the luxury industry, citing issues such as labor exploitation and past controversies, including the 2022 Balenciaga advertising scandal.
AGCF debuted in April 2024, offering a core collection of handbags with prices ranging from $1,400 to $2,900. The brand also features a demi-fine jewelry line priced between $200 and $1,500. Its flagship boutique is located on Rodeo Drive in Beverly Hills, a tribute to Aldo Gucci’s pioneering efforts in luxury retail on that iconic street. Following a successful showcase at Paris Fashion Week, AGCF is expanding its reach, including partnerships with five stores in Japan’s renowned Takashimaya department store chain.
Alexandra addressed the challenges of maintaining her grandfather’s “Made in Italy” legacy, noting that due to systemic issues within the Italian fashion industry, she chose to partner with family-owned workshops in Spain for production. “The artisans use the same tools that their great grandfather’s used,” she said, highlighting the respect and dignity afforded to workers in these workshops. The materials used, specifically leather, are by-products of the meat industry, aligning with AGCF’s sustainability goals.
Although Kering’s Gucci appears to have strayed from the brand’s foundational luxuries, Alexandra’s new venture aims to revitalize those values while introducing a focus on ethical consumerism. Daniel Jame Cole, an adjunct assistant professor at the Fashion Institute of Technology, remarked on the way Alexandra’s designs reflect her family’s culinary heritage while expressing how Gucci’s recent runway collections have diverged from that refined aesthetic.
Alexandra’s overarching mission with AGCF is to illuminate the darker facets of the luxury industry. “I started AGCF because I saw there was a lot of darkness hidden behind luxury and all that prestige,” she concluded, encapsulating her vision for a future of luxury that emphasizes ethical practices alongside artistry.
Source: Noah Wire Services
