Is Gucci Guilty From Gucci?

In the world of fashion, Gucci is a name that needs no introduction. From its iconic double-G logo to its innovative designs, Gucci has been at the forefront of the luxury fashion industry for decades.

However, in recent years, the brand has faced controversy and backlash over accusations of cultural appropriation and insensitivity. One such instance is the infamous “blackface” sweater from their Fall 2018 collection. The question remains: Is Gucci guilty from Gucci?

The Controversy

The controversy surrounding Gucci began in early 2019 when they released a sweater that many people felt resembled blackface. The sweater featured a balaclava-style turtleneck that covered most of the face and had a cut-out for the mouth outlined in bright red. This design was widely criticized for its resemblance to blackface and was quickly pulled from stores.

Gucci issued an apology stating that they were “fully committed to increasing diversity throughout our organization and turning this incident into a powerful learning moment.” However, this was not enough to quell the backlash from consumers and celebrities alike.

Impact on Sales

The fallout from the blackface sweater had a significant impact on Gucci’s sales. In their first quarter financial report for 2019, parent company Kering reported a decrease in sales for both Gucci and Yves Saint Laurent. This was attributed to “the decline in sales of Gucci’s leather goods and accessories,” which were their biggest revenue drivers.

According to Business Insider, online resale sites like The RealReal reported a sharp decline in demand for Gucci products following the controversy. Additionally, several celebrities publicly boycotted the brand, including Spike Lee who vowed not to wear or buy any more Gucci products.

  • Lessons Learned

In response to the backlash, Gucci announced several initiatives aimed at increasing diversity and sensitivity within the company. These initiatives included the appointment of a global director for diversity, equity, and inclusion and the creation of a scholarship program to support underrepresented communities in the fashion industry.

In addition to these initiatives, Gucci also released a series of campaigns featuring diverse models and hired more diverse staff members. These actions were seen as a positive step towards rectifying their past mistakes and rebuilding trust with consumers.


While Gucci has taken steps to address their past mistakes, the controversy surrounding the blackface sweater serves as a cautionary tale for other fashion brands. As consumers become increasingly socially conscious, brands must be mindful of the messages their designs send and strive for greater inclusivity and sensitivity.

As for Gucci, only time will tell if their efforts are enough to regain the trust of consumers and repair their damaged reputation. However, it is clear that they are taking steps in the right direction towards greater diversity and inclusion in the fashion industry.