Untitled Gucci Saga TV Adaptation

Gaumont, the French film and television group behind “Narcos,” “Lupin” and upcoming fashion world series “Becoming Karl Lagerfeld,” has signed an agreement with producer Giorgio Gucci, who represents the Gucci family, to make a TV series about the rise of the iconic Gucci brand. The show will follow the company’s beginnings with founder Guccio Gucci and delve into the conflicts that ensued within the fashion family dynasty that led to the sale of their empire.

The still-untitled project is in the development stage with no director or cast attached, but is looking to shoot in Italy, the U.S., France and the U.K.

As the story goes, Guccio Gucci worked as a bellboy at the Savoy Hotel in London, where he became inspired by the luxury leather suitcases carried by British aristocrats. In 1921, Gucci opened his first retail location in Florence and his four sons — Aldo, Vasco, Rodolfo and Ugo (his adopted stepson) — were soon brought into the family business. Aldo, the eldest of the five brothers, opened the first Gucci boutique in Rome in the 1930s. His intuition and innovative use of quality materials turned Gucci into the iconic brand featuring the double G logo.

“How the [Gucci] family destroyed itself for the sake of business is something that interests me a lot and it’s not scandalous,” Giorgio Gucci said. “In fact, it’s a very human matter, or even more to the point a psychological or anthropological matter … But it’s only by really getting to the bottom of these characters that we can fully understand them.”

Giorgio Gucci said the story is more suited to a TV series than a film “if we are interested in understanding how the brand was built and how everything inevitably collapsed.”

Rosi also said that the longform Gucci story they are developing “will certainly be a very glamorous series for which we will have access to the family archives.”

Giorgio Gucci underlined that the Gucci family chose Gaumont, which has almost 130 years of history, to team up on this project “because their journey is so similar to ours: a family business that chooses excellence on a daily basis in order to continue growing.”