Gucci is a brand recognized and admired around the world. It was created by Guccio Gucci who opened his first luxury leather goods store in Florence exactly a century ago.
At the end of the 1970s, the Italian fashion empire was at a critical turning point in its history. If the company now shines internationally, it is handicapped by rumors of financial embezzlement, innovation at half mast and a devaluation of the brand. The group is led by the two sons of the founder – Aldo, a cunning and colorful character, and his brother Rodolfo, much more cold and traditional.
Pugnacious, Aldo has no intention of ceding control of the empire to anyone – and certainly not to his son Paolo, a whimsical boy who aspires to become a fashion designer. As for Maurizio, shy and overprotected son of Rodolfo, he wants to study law more than to lead a globalized luxury group.
It is then that Maurizio falls in love with the lovely and manipulative Patrizia Reggiani and, against his father’s advice, decides to marry her. When Aldo discovers an affinity with Patrizia, he succeeds, with the help of the young woman, in convincing his nephew to give up his legal ambitions to join the company of which he becomes, de facto, the probable heir. This does not fail to feed the resentment of Paolo, whose talent is not up to his artistic dreams…