The essay "The evolution of Italian Fashion" discovers the evolution of fashion in Italy. Gucci noted that Savoy Hotel customers used quality leather luggage, prepared by European craftsmen. He discovered that the wealthy individuals were obsessed with quality, and never cared much about the cost. Later, Gucci returned to Florence where he worked in an antique store before moving to a leather firm. After the World War I, Gucci began working in a leather firm that manufactured quality leather products. The owner of the firm, Franzi, taught Gucci all the elements of leatherwork, including the tanning processes, selection of hides, and how to work with different kinds of leather. Gucci started his own leather business in Florence in 1921; the store prepared leather for the affluent tourists who visited Florence. Since the business grew the reputation of Gucci, quality luggage started to spread in Europe. By the end of 1923, Gucci gained wide recognition for its distinctive craftsmanship. The dictatorship of Benito Mussolini in 1920s led to harsh sanctions on the country. As a result, Gucci was not able to purchase all leather he needed in his shop. Gucci began designing and making handbags and luggage of both leather and canvas. In his book, Jones notes that affluent customers of Gucci products increased thus enhancing the business in both Florence and Rome. Wallets, belts, and Gucci floral scarf were among the products of Gucci stores. Guccio died in 1953, and immediately, his son Aldo.
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