In an era where luxury fashion grapples with its identity, Alexandra Gucci Zarini, granddaughter of Aldo Gucci, emerges as a beacon of change. With the launch of her brand, AGCF (Alexandra Gucci Creative Framework), she intertwines heritage with a profound commitment to ethical practices, aiming to reshape the luxury landscape.
A Legacy Reimagined
AGCF stands as a tribute to the Gucci lineage, with “AG” representing Alexandra Gucci and “CF” denoting Creative Framework. This nomenclature encapsulates the brand’s mission: to honor tradition while pioneering innovations in luxury. “AGCF is more than just a fashion house,” Alexandra asserts. “It’s purpose-driven luxury. We are creating a creative framework to bring meaningful change and impact.”
Purpose-Driven Luxury
Operating as a Public Benefit Corporation, AGCF pledges 20% of its profits to charitable initiatives supporting young women, children, and environmental causes. This commitment is a natural extension of Alexandra’s philanthropic endeavors, including the Alexandra Gucci Children’s Foundation. “We’re not just building a brand. We’re building a movement towards a more responsible and ethical luxury industry,” she emphasizes.
Craftsmanship with Conscience
AGCF’s debut collection, launched in April 2024, features handbags and demi-fine jewelry that marry timeless design with sustainable practices. Handbags, priced between $1,400 and $2,900, are crafted in family-owned workshops in Spain, chosen for their ethical labor practices. The jewelry line, ranging from $200 to $1,500, incorporates lab-grown diamonds and recycled metals, reflecting the brand’s commitment to environmental stewardship.
A Boutique with a Message
The flagship AGCF boutique, located at 479 North Rodeo Drive in Beverly Hills, is more than a retail space; it’s a homage to Aldo Gucci’s pioneering spirit. “It all happened very organically. We didn’t choose to be so close to the Gucci store. We just found the best location on Rodeo Drive,” Alexandra explains.
Global Expansion and Ethical Advocacy
Following a showcase at Paris Fashion Week, AGCF announced partnerships with Japan’s Takashimaya department stores, marking a significant step in its international expansion. “Japanese consumers have an unparalleled appreciation for quality, artistry, and ethical values, which are at the core of AGCF,” Alexandra notes.
Art as a Catalyst for Change
In November 2024, AGCF hosted its inaugural “Unità” art auction during LA Fashion Week, featuring works by female artists exploring the theme of unity. Proceeds benefited The Mama Bear Effect, a nonprofit dedicated to protecting children, underscoring AGCF’s commitment to social impact.
Looking Ahead
Alexandra envisions AGCF as a catalyst for industry-wide transformation, blending luxury with responsibility. “When ethics and aesthetics align, the result is not only beautiful but profoundly impactful,” she reflects.
As AGCF continues to grow, its foundation remains rooted in the belief that luxury should not only delight but also make a difference.
