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In the Name of Gucci: A Memoir

4.02  ·  Rating details ·  285 ratings  ·  36 reviews
The gripping family drama--and never-before-told love story--surrounding the rise and fall of the late Aldo Gucci, the man responsible for making the legendary fashion label the powerhouse it is today, as told by his daughter.

Patricia Gucci was born a secret: the lovechild whose birth could have spelled ruination for her father, Aldo Gucci. It was the early 1960s, the ha
Hardcover, 304 pages
Published May 10th 2016 by Crown Archetype (first published September 9th 2014)
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Gucci is a world-class Italian fashion empire that has been around for almost 100 years. While there may be people in the outback or a comparatively isolated place that have not heard of Gucci, I think I’m safe in saying that most of you reading this aren’t included in that group. I myself love all things fashion so I was immediately drawn to this book.

In the Name of Gucci is a heartfelt memoir penned by Patricia Gucci, Aldo Gucci’s daughter. Between these pages, Patricia Gucci tenderly recolle
Aug 27, 2016 rated it liked it
Shelves: biography, business, italy

Patricia Gucci diplomatically tells her parents’ story. Today, our sympathies are with Bruna Palumbo, but in 1958, the advances Aldo Gucci made on his vulnerable young employee were viewed very differently. Bruna surely had mixed emotions about her debonair and wealthy boss as she saw Aldo Gucci’s temper flare over things like a finger print on a display case, but her fiancé had no better self-control.

It was a time and place where adultery and/or divorce had big consequences, so, after the inev
May 11, 2016 rated it liked it
Patricia Gucci is the daughter of the late Aldo Gucci (yes, that Aldo Gucci) and Aldo's long-time mistress, Bruna. Ms. Gucci would have you think that her parents' story is a love story for the ages. I'm not so sure. From when I'm sitting, in the year 2016, it appears to be more of a story of sexual harassment on the part of 53 y.o. Aldo Gucci against his 20 y.o. secretary, Bruna. In spite of what Gucci wrote, and she did her best to spin it, I can't help but feel that Bruna was essentially forc ...more
Sarah -  All The Book Blog Names Are Taken
What a roller coaster of a ride. This one is tough to rate, I have to think on it for a bit. Full review to come.


Check out my full review on my blog:
Josh Nobles
i thought the book was going to be about gucci products but guccci was a name
Aug 18, 2018 rated it it was amazing
Approched it with certain reservations... didn't know what to expect and for some reason was biased that the book was written to potentially bring more publicity to Gucci.. this probably comes from the current image of Gucci where big part of the stock reminds no Gucci of old times ( except loafers, bamboo bag etc). Current clientele of Gucci has nothing to do with old elegance... I was very soon proven to be wrong when it comes to the book. Patricia, daughter of a visionary Also Gucci did an am ...more
Jun 14, 2018 rated it really liked it
A very good and touching memoir from the daughter of Aldo Gucci. Some behind the scenes of the making and undoing of sorts of the greatest Italian luxury brands. Very happy that I picked this up and read it.
Italo Italophiles
May 11, 2016 rated it it was amazing
In the Name of Gucci is a heartfelt recounting of several lives and one iconic business through the lens of Patricia Gucci, the daughter of the family-firm Gucci's powerhouse behind the company's growth into an international luxury goods firm, Aldo Gucci.

Aldo Gucci's daughter by his second wife, Patricia is now a mature woman with a mature understanding of human nature, and is informed by her mother's strong memories. The author sets out to do three things: to honor her father, to honor her moth
Carson Harkrader
Jul 06, 2016 rated it really liked it
I am always on the lookout for a good memoir by a female author who has lived an interesting life, and I very much enjoyed this book by Patricia Gucci! The book is well written, and is clever in the way it tells the life of Patricia's parents and grandparents in a very personal way, weaving their stories with sections about how the history affected her personally. I felt connected to Patricia as well as her family throughout the book, and she managed to tell a decades long story with warmth and ...more
Jun 03, 2016 rated it really liked it
I enjoyed the memoir Patricia Gucci wrote about her life. Patricia was born with the Gucci name and her father was Aldo Gucci, the head of the Gucci family business. However, her mother, Bruna, was not his wife and he was not able to divorce to legally marry her. The reader can image the difficult decisions that they made and see the consequences of them. The book spans several decades and you see the ups and downs of relationships and the effects of extended family dynamics on the Gucci busines ...more
May 13, 2016 rated it it was amazing
I loved this book. It's a love story, a rags to riches story of an Italian family who went from struggling working class to becoming masters of a global empire. It's the story of loyalty, family dysfunction and family betrayal over a span of almost 100 years from the time when grandfather Guccio Gucci was a page at the Savoy hotel in London in the late 1800s to the 1990s when his son Aldo Gucci, mastermind of the Gucci corporation, died in Rome. The story of the Gucci family and the love affair ...more
Jun 18, 2016 rated it really liked it
Shelves: italian, people, 2016
Patricia Gucci was the illegitimate daughter of Aldo Gucci, the man who created the luxury Gucci brand. In her memoir, she talks about her unconventional upbringing at a time when her parents could have been thrown in jail for adultery. She talks about her troubled relationship with her mother, who was often dealing with her own emotional problems. Her father wanted his sons to inherit the family company, but their reckless behavior led to its downfall. An interesting book, even if you don't hav ...more
Sep 06, 2016 rated it it was amazing
This book is a rare opportunity for us to get insight to a man, Aldo Gucci who built the Gucci empire through his daughter's eyes. It is not only a book about the struggles of life (love, family, deceit) but how to overcome them and still lead in spirit after you lose everything. It also reflects the strength needed to be married to and a child of a man bigger than life.
Ashley Hasty
Feb 20, 2017 rated it really liked it
#HastyBookList I selected "In The Name of Gucci" by Patricia Gucci for my student reading group this semester. So far it has inspired discussion of the ethics of fast fashion, what makes a successful brand, the pros and cons of luxury fashion, the history of fashion, and more. I'm looking forward to one more discussion with my students on the final chapters of this book before moving on to our next one. I loved hearing the story of Aldo Gucci, the making of the Gucci brand, and the love of Aldo' ...more
Jun 16, 2017 rated it liked it  ·  review of another edition
Shelves: fully-finished
Aldo and Bruna's love is kind of one of a kind.
It's a great memoir from personal point of view. The last 30-35 page is a little bit emotional and that's what makes it a great memoir book. It doesn't really stunning but it's not from a miracle writer's pen, but it doesn't really have to be from it, because that would make it a make up story.
And it is not that.
You can read it once in a summer afternoon if you're interested in fashion and biographys.
Nov 14, 2018 rated it it was ok  ·  review of another edition
Рядко чета мемоари, но от този очаквах много. Очаквания, които не се припокриха. В книгата имаше факти и събития и случки, но не беше достатъчно емоционална за мен и определено не беше скандална, нямаше никакво напрежение, а като че ли можеше да се измисли някакъв по-интригуващ подход за разказване на интересните мигове от живота на семейство Гучи.
Jul 14, 2018 rated it liked it
Aug 03, 2018 rated it it was amazing
Not only is this a history of the brand it is also a beautiful love story written by their daughter.
May 10, 2018 rated it it was amazing
Shelves: my-books
Very touching and sometimes sad story of Gucci and his family
Oct 10, 2018 rated it it was amazing
Honest story of the Gucci family - lovely book with fabulous photographs
Oct 11, 2016 rated it liked it
This book was an interesting enough, but seemed to mostly be a poor little rich girl story.
John Morrison
Sep 24, 2016 rated it it was amazing
Fascinating roller coaster true story. Great story!! I won this book through the giveaways.
Feb 12, 2017 rated it really liked it
I never knew anything about the family now I do the daughter wrote this it was memoir so it was from her perspective .
Sydney Kamps
Jul 25, 2016 rated it really liked it
This memoir was so beautiful. Patricia was honest, sincere, and entertaining. I thoroughly enjoyed every moment of this book. I have for years been fashion-obsessed, and learning some of the more personal ins and outs of one of the industry's biggest names was really cool. I want to read more books like this! Currently, I'm on the hunt for something similar about Valentino. If you love fashion, romance, history, dysfunctional families, or unique behind-the-scenes takes on business, this book is ...more
Tanvee Agrawal
Sep 29, 2016 rated it liked it
This book may tell you things about Gucci which internet would not. All the hush hush about the empire being built and turning to ashes have been very diplomatically portrayed by Patricia, Aldo Gucci's daughter from a secret wife.
Why to read fiction when you have such dynasties with such turn of events in real? With all the elements of a family drama, I do foresee a movie based on this memoir.
Oct 26, 2016 rated it it was amazing
I received this beautiful book through Goodreads Giveaways. It is a very well written and honest account of the Gucci family. Interesting and very telling, Ms. Gucci draws the reader in with all the detail in this book, the photos are also wonderful!
Jun 16, 2016 rated it really liked it
Pretty interesting story of the Gucci family.
Jul 18, 2016 rated it liked it
2.5 stars at the beginning, but I would give it closer to 4 stars at the end.
Jul 31, 2016 rated it liked it  ·  review of another edition
Interesting read

It was interesting reading about a family that I did not know much about. At times it really seemed to drag.
Tyra Sherese
Dec 02, 2016 rated it it was amazing
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