Driving
What is Gucci? The answer to the question is one not easily answered. Or, alternatively, it is one too easily answered. But in either sense and in almost all occasions, the preferred means of answering the question is through the comparative qualities afforded by the simile. Gucci is above all else, however, Italian. And with that in mind:
“Gucci is like a fine racing car…Like a Ferrari…but we are driving it like a Cinquecento…referring to the small, postwar utilitarian model produced by Fiat.”
Fordism
Actually, Fordism is a term used to refer to increasing the efficiency of mass production related to assembly-line methodology. In this case, the term is used here to refer to how noted designed Tom Ford wanted to revamp and revolutionize the Gucci which existed at the time:
“Maurizio had a very strong viewpoint about what everything should look like,” recalled Ford. “Gucci was round and brown and curved and soft for a woman to touch. I kept wanting to do black!”
Elegance
If there is one word that many people would use to describe Gucci products it would have to be overpriced. But, of course, that would require people to be honest. So, instead, they usually just fall back on “elegant.”
“Elegance is like manners…You can’t be polite only on Wednesday or Thursday. If you are elegant, you should be every day of the week. If you are not, then it’s another matter.”
Never Go Against the Family, Fredo
Before pop culture shifted the focus for some over to Michael and Fredo, the go-to brothers for metaphorically referencing extreme sibling rivalry had remained with the originators of the trope: Cain and Abel. It is easy to understand why Italians would prefer not to bring up awkward associations with the Mafia unless necessary, so the reference here remains intact:
“Since the time of Cain and Abel, family disputes have been marked by the irrational and impulsive decision of those involved, the fierce battles which ensue, and the senseless destruction they cause,”
Drinking
The comparisons are persistent and widespread. We began here by drawing a line from Italian automobiles to Italian clothing. Now that the simile has stepped out from behind the wheel, it is relatively safe to move the metaphor into the arena of alcohol:
“Gucci is as Florentine as Johnnie Walker is Scotch”
