In May 1999, François Pinault’s group, Pinault-Printemps-Redoute (now known as Kering) bought a controlling 42 percent stake in Gucci. This sparked a major revival for Gucci, with Ford pushing the boundaries of what was accepted in fashion and in media, producing groundbreaking, hyper-sexualised campaigns. The house was then helmed by CEO Domenico De Sole, who hired Tom Ford as creative director. The scandals involved CEO Maurizio Gucci, who was later murdered - a story that is the subject of a highly-anticipated biographical crime drama film, House of Gucci. The house remained a family-run business until the 1990s, before family feuds (which dominated the press in the 1980s) resulted in a reshuffle. Gradually attracting more and more artisans, Gucci established itself as a master of craftsmanship, which earned the reputation we still know of the brand today. Founded in 1921 in Florence, Tuscany, by Guccio Gucci, the house started as a leather goods shop.
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