Thereallist 1997

Long before trend-bucking creative director Alessandro Michele brought his hallucinatory “Utopian Fantasy” campaign to Gucci, it was a modest Italian leather shop. Today, it’s an internationally renowned luxury house with an iconic logo, and vintage Gucci clothing, handbags and shoes are among high fashion's most covetable goods.

Guccio Gucci (1881–1953) admired the stylish suitcases he saw wealthy guests arrive with at the Savoy Hotel in London, where he worked as a bellhop. So, in 1921, after a stint at Franzi, a luggage company in his hometown of Florence, he opened a leather goods shop of his own.

At first, Gucci’s Florence business specialized in equestrian accessories. But as its reputation flourished, particularly among the English aristocracy, so too did its footprint. In 1938, he brought three of his sons — Aldo, Vasco and Rodolfo — into the business and expanded it to Rome and later Milan. In the mid-1930s, a League of Nations embargo against Italy pushed Gucci to experiment with alternatives to imported leather. Its woven hemp fabric from Naples, adorned with the brand’s signature diamond print, was a hit, especially among A-list celebrities. The material was first used on suitcases before finding enduring popularity on handbags. (No list of revered designer purses would be complete without Gucci.)

In the 1950s, Elizabeth Taylor carried one of Gucci’s bamboo-handled tote bags, another adaptation to material rationing. After Jackie Kennedy was seen sporting a slouchy Gucci tote in 1961, it was renamed for the First Lady. Then Grace Kelly, on a visit to the boutique in Milan, inspired Rodolfo Gucci to work with Italian illustrator and Gucci textile designer Vittorio Accornero on the Flora print in 1966. Taking cues from Sandro Botticelli’s Primavera, with its pattern of flora and insects, it was painted entirely by hand and featured no fewer than 37 colors.

In 1953, just 15 days after opening his first store on New York’s 5th Avenue, Guccio passed away at 72. The early 1970s saw store openings in Tokyo and Hong Kong, but by the late 1980s, Gucci was floundering. Rodolfo Gucci took charge in 1982, but family drama and lawsuits ensued. In 1993, Rodolfo’s son, Maurizio, transferred his shares in the company to Investcorp, ending the family’s involvement in Gucci. Dawn Mello, then-president of Bergdorf Goodman, joined as creative director in 1989. But it was Tom Ford, who took over as creative director in 1994, who ultimately revived the brand.

Ford’s racy ads, shot by photographers such as Mario Testino, stirred controversy. And his potent vision of sexed-up femininity — with “jewel-toned satin shirts unbuttoned to there,” as Vogue described his breakthrough 1995 runway show — was wildly successful. The new millennium brought new ownership — Pinault Printemps Redoute in 2004 — and a more toned-down vision from Frida Giannini, who became sole creative director in 2006. Alessandro Michele was named creative director in 2015, and the storied brand took a giant leap forward.

Find vintage Gucci clothing and accessories on 1stDibs.

For fashion lovers, the 1990s have become associated with styles adopted by today’s supermodels and influencers, who never wear the same thing twice. And because fast fashion didn’t yet exist, the design associated with 1990s fashion — vintage '90s handbags, clothing and accessories — has a quality appreciated by the millennial generation: authenticity.

If there was one concept unifying fashion in the 1990s, it was the lean silhouette. “Fashion is a game of proportion,” Alexander Fury wrote in the New York Times in 2016. “Narrow-shouldered and narrow-hipped, the ’90s were skinny.”

If it takes a practiced eye to identify that single concept, that’s because in truth, ’90s fashion was many things to many people. After the 1980s era of strong-shouldered working women, glossy aerobicized bodies and Madonna, fashion branched out.

The industry gained momentum from big-money relaunches of the great Paris houses Dior, Givenchy and Balenciaga, rescued at long last from the constraints of licensing. Japan and Belgium gave fashion new avant-garde ideas to play with. From America came denim, minimalism, '90s grunge fashion and hip-hop. From Italy came sex appeal. And Prada.

For the colorful corsets of her 1990 Portrait collection, audacious British designer Dame Vivienne Westwood drew on 18th-century oil paintings — her models donned the pearl choker necklaces that have become a social media star and a favorite of influencers and fashion lovers all over the world. For a jacket-and-shorts suit from her Fall/Winter 1996–97 Storm in a Teacup line, the designer used the extreme asymmetry of a tartan mash-up to confront, according to Westwood, “the horror of uniformity and minimalism.”

“The ethos of the time was, you could have style, you could be into all kinds of cool stuff. It wasn’t about money, it wasn’t about status,” says Katy Rodriguez, cofounder of Resurrection. In contrast, “our last 10 years have seen the domination of nonstop luxury, money and status.”

Vintage 1990s Chanel bags, for example, are among the most prized of the brand’s offerings — at Newfound Luxury, proprietor L. Kiyana Macon has "clients who only buy ’90s Chanel because they recognize that it is the best quality.” 

Things were different in the ’90s, and the difference is reflected in the clothes. Pull up any recent “How to Do the 1990s” fashion article (or look at photos of current supermodels Gigi, Kendall and Bella), and you’ll see iconic '90s outfits — knee socks, cardigans, fanny packs, fishnet stockings, slip dresses, flannel shirts and combat boots.

Rodriguez has recently noticed something similar happening. Before COVID, customers searched 1990s stock “for very sexy Galliano, Dior, Cavalli — that kind of thing,” she explains, noting that just a few months ago, “people were posting [on social media] the poshest things they could.” Now, in the age of shutdown, “that would just look out of touch.”

Instead, people are looking for “things that are cool but also easy and comfortable, not necessarily super-luxe,” Rodriguez continues. They’re “heading back to the more avant-garde, anti-fashion designers, like Helmut Lang, [Martin] Margiela and [Ann] Demeulemeester.”

Late designer Franco Moschino shocked and titillated the ’80s fashion elite with his whimsical, irreverent parodies of bourgeois finery. Whether emblazoning a sober blazer with smiley faces or embellishing a skirt suit with cutlery, Moschino rendered high style with a hearty wink. He famously said, “If you can’t be elegant, at least be extravagant” — words that, with all due respect to Susan Sontag, epitomize the essence of camp.

Vintage Moschino pants, jackets and other '90s Moschino garments remain so bold and fresh today that even the house's former creative director, Jeremy Scott, drew on the brand's past and the pop culture of the decade for his debut collection in 2014.

Find vintage 90s dresses, skirts, sweaters and other clothing and accessories on 1stDibs — shop Thierry Mugler, Miuccia Prada, Jean Paul Gaultier and more today.