Within a few years time, the label enjoys such success as it attracts a sophisticated international clientele, who seek out the equestrian-inspired collection of bags, trunks, gloves, shoes and belts. The horsebit and stirrup motifs were born of this world and become enduring symbols of the fashion house, and of an increasingly innovative design aesthetic.

Faced with a shortage of standard materials during the difficult years of Fascist dictatorship in Italy, Gucci establishes itself as an enterprise synonymous with exceptional creativity and resourcefulness. The "Bamboo Bag" is introduced, becoming one of the first of Gucci's many iconic products. A favorite of royalty and celebrity alike, the bag is still available today.

Gucci continues its global expansion, true to the original aspirations of Aldo, now targeting the Far East. Stores open in Tokyo and Hong Kong. The company increases and diversifies production, carrying out significant research on new more luxurious materials and innovative approaches to design never tabling the legendary quality and craftsmanship synonymous with the brand. The great classics are revamped in new shapes and colors, and new product categories are introduced.

In 1982, Gucci becomes a public limited company, and leadership is passed to Rodolfo's son, Maurizio Gucci, who holds 50 percent of the shares. In 1984, Domenico De Sole becomes president of Gucci America. Investcorp, a Bahrain-based investment company, purchases the remaining 50 percent belonging to Aldo Gucci and his descendants in the late 80s.

After De Sole and Ford left their posts in 2004, Mark Lee is appointed President and CEO of Gucci division in 2005. Today, creative direction of Gucci is the responsibility of Frida Giannini and Gucci continues to explore its roots. "La Pelle Guccissima" - an entirely original, heat-printed signature leather - has been launched under Giannini’s direction, and is destined to become the label's next icon, expressing in its workmanship and impeccable quality a strength that is singularly Gucci's.