The family has released a statement admonishing the new film, which depicts the Italian fashion dynasty’s decline.
The family said that the film, starring Lady Gaga as Patrizia Reggiani, who served jail time for the murder of her former husband, Maurizio Gucci, “conveys a narrative that is anything but accurate.”In the statement, the Gucci family details its complaints, including the presentation of family members “as thugs who were ignorant and insensitive to the world around them.”
The statement also condemned the portrayal of the Gucci brand under the family’s ownership as “a masculine and chauvinistic corporate culture.”
The family, which has not owned Gucci since 1993, claims the film’s production “did not bother to consult the heirs.”
The Gucci brand, however, had limited involvement in the film, loaning items from its archive and allowing the crew to shoot a scene in its Rome store. The brand had no further creative or financial involvement, a spokesperson for the label said.
The film, directed by Ridley Scott, is based on Sara Gay Forden’s “The House of Gucci: A Sensational Story of Murder, Madness, Glamour, and Greed,” first published in 2000.
The Lady Gaga star-vehicle is lending welcome buzz to the Gucci name. But the brand has its reasons for keeping the project at arm’s length.