What Is Guccissima?

In the Italian language, affixing an "-issima" to the end of an adjective forms the absolute superlative of that word. Adding the suffix to the brand-name Gucci was the brainchild of Gucci creative director Frida Giannini. Guccissima is the ultimate Gucci-branded pattern, and it is embossed or printed on its many luxury goods. An ornate design that includes the now signature double G's logo, it has been applied to handbags, watches, footwear and even athletic goods.

The Creator

Frida Giannini became Gucci's accessories design director in 2002, after a transition from Fendi. In 2005, the same year Giannini was appointed Gucci's creative director of ready-to-wear, she put her stamp on the Italian fashion powerhouse by inventing the "La Pelle Guccissima." The print was expeditiously translated to accessories, and the Guccissima handbag collection hit the runway to accompany the launch and preview of Gucci's spring/summer 2006 clothing collection.

Guccissima Print

The Guccissima print is a triangular-shaped, baroque-inspired pattern punctuated with Gucci's famous double-connected G's. Leather was the first application of this now iconic print, as it was originally hot stamped on tanned or treated leather. In later collections the print was embossed, embroidered and printed on a myriad of materials including toile canvas, waterproof fabrics and rubber.

Accessories

Gucci's accessories are the core of the brand, and the Guccissima leather and toile handbags have helped to increase the sales of this collection, according to a Sept. 9, 2005, "The New York Times" article, "PPR's Luxury Strategy Pays off." Since its creation, the embossed, printed and sometimes engraved logo, has been included on signature handbags, such as the bowl-shaped purse, crescent-shaped hobo bag and over-sized duffel. A staple in Gucci's branding arsenal, the print also has been translated to other accessory lines, including wallets, belts, leather watches, hats and footwear. Even Gucci's jewelry collection features rings that are engraved with the Guccissima design.

Sporting Goods

In 2008, on the heels of a trend that was noted by "The Independent" as high-end designers intermingling with fitness apparel, Gucci launched a collection of Guccissima sporting goods and equipment. These eight sought-after, limited-edition items included the "I-Gucci" watch, which was the first digital watch produced by the luxury company. And, in keeping with the brand, the watch's band was fashioned out of Guccissima-printed rubber. Another application was a tennis sneaker that was cited by "Forbes" magazine as one of the most expensive of its time. Lastly, straying from wearable goods, Guccissima was stamped onto sporting items such as a printed bicycle and mah jong game set.

References

• Vogue.com: Frida Giannini
• "Italian"; Carmela Ciarcia Forte, Raymond M. Mantione; 1994
• "Dizionario della moda 2010"; Guido Vergani; 2009
• "The New York Times": PPR's Luxury Strategy Pays Off; Sara Gay Forden and Mark Deen; Sept. 9, 2005
• Forbes.com: Most Expensive Men's Sneakers
• "The Independent": Too Posh to Play: Can Fashion and Fitness Really Mix?; Rhiannon Harries; Jan. 13, 2008

Resources

• Gucci