Allegra Gucci Fights Back
TORONTO – When Ridley Scott’s House of Gucci (2021) doubled its budget in earnings at the box office, it wasn’t without controversy. For starters, the entire cast save one (Giancarlo Giannini as Aldo Gucci) was non-Italian.
After seeing the film, the Heirs of Aldo Gucci bemoaned that they weren’t consulted by the filmmakers, citing the film’s portrayal of the family as “thugs” and “ignorant”. But now, Sky Studios and Allegra Gucci are fighting back with more than words: a six-part TV series.
The series is based on the book “Gucci: Game Over”, by Allegra Gucci – daughter of Maurizio Gucci and Patrizia Reggiana. The book, formatted as letters to her murdered father, details her parents’ relationship and the murder of her father.
“I have two young children…and seeing the hype caused by the film House of Gucci, I didn’t want them to grow up without knowing the truth about the family they come from”, stated Allegra at the book’s launch.
Her mission to restore truth to her family’s reputation is being fiercely supported by the production team. “We will tell the Italian point of view as a response to House of Gucci through the eyes of Allegra Gucci”, said Nils Hartmann, executive vice president of Sky Studios Italia. Director Gabriele Muccino tripled down on the objective: “It’s a very complex story that we’re telling from Allegra’s point of view”.
The sentiment is justified, and the efforts applauded. But the lingering question many moviegoers are asking – since having watched House of Gucci – is why Italian filmmakers hadn’t beaten Hollywood to the punch on their own story.
While Scott’s film included a crass and lazy portrayal of Italians, he quite rightly (though insensitively) refuted the family’s criticism by citing public domain. The story was up for grabs. And it shouldn’t have been.
Gucci is consistently ranked as Italy’s most valuable brand, and the largest revenue generating brand within its parent company Kering.
From the popularizing of Gucci’s then-named Hobo Bag in 1961 (worn famously by Jackie Kennedy) to the plethora of Celebrity Endorsements from Serena Williams to Ryan Gosling, Gucci has for decades been a pop culture brand. One of the many symbols and successes that most internationals recognize as a pride of Italy.
But while the international community continues to admire – and pillage – Italy’s history for profit, some in the Italian film community prefer to “internationalize” their product.
The thinking is twofold. Some Italian Producers are bottom-line thinkers. And some Italian filmmakers prefer to explore beyond their borders.
Understandable. But while that’s happening, people like Ridley Scott and Michael Mann (Ferrari) are distorting Italy’s history through the artform.
In the pics: Gucci family and the book ”Gucci: game over” by Allegra Gucci
Massimo Volpe is a filmmaker and freelance writer from Toronto: he writes reviews of Italian films/content on Netflix
