During Paris Fashion Week in September, I had the privilege of sitting down with Alexandra Gucci to discuss her presentation of AGCF‘s latest collection, which showcased a stunning array of jewelry and accessories. Alexandra’s vision for AGCF goes far beyond creating beautiful luxury items; her work is deeply rooted in a commitment to sustainability, ethical craftsmanship, and a mission to make a meaningful impact on the lives of women and children worldwide.
Our conversation went into the meticulous process behind designing pieces that are not only elegant and functional but also carry a deeper intention of positive energy and purpose. Alexandra’s reflections on her grandfather Aldo Gucci’s legacy added a personal dimension to the dialogue, as she shared how his influence continues to shape her approach to design and innovation.
From overcoming challenges in establishing a socially conscious luxury brand to the strategic choices behind AGCF’s growth, Alexandra offered candid insights into the intersection of ethics and aesthetics. It was a conversation that underscored her dedication to redefining what modern luxury can—and should—represent in today’s world.
Could you describe the creative process that goes into designing a new handbag or piece of jewelry for AGCF? – Our creative process is deeply rooted in the belief that energy transfers through our creations. While we focus on elegance, beauty, and practicality in our designs, we’re equally conscious of the positive energy we infuse into each piece. My approach to design is influenced by my heritage and particularly my grandfather’s commitment to timeless elegance– Throughout our collections, you’ll find subtle tributes to my grandfather’s legacy.
I find myself drawn to clean lines and classic silhouettes that extend beyond trends. Our core colors are deliberately chosen – sophisticated neutrals that will be as relevant in twenty years as they are today. It is crucial to me that our pieces not only look beautiful, but also serve a woman’s daily needs effectively. I consider everything from the weight of the bag to the placement of pockets, the length of straps, and how the piece transitions from day to night. Every detail is considered– not just for its aesthetic value, but for how it carries our message of hope and positive change into the world.
I believe that when a customer carries an AGCF piece, they’re carrying not just a beautiful object, but also the positive intention and purpose that went into creating it. Our designs need to work as hard as the women who carry them, while maintaining an effortless elegance that makes them feel confident and purposeful.
What were some of the challenges and rewards of creating a brand that combines luxury with a strong social mission? Can you share the inspiration behind AGCF’s first collection? – As I reflect on the inspiration behind AGCF’s heritage collection, I have a mix of emotions – pride, determination, and a deep-seated desire for change. I’ve witnessed how an industry that once stood for elegance and craftsmanship has lost its way. When I started AGCF I felt a powerful calling to transform the very industry my grandfather, Aldo Gucci, once revolutionized.
AGCF was born, not just as another luxury brand, but as a beacon of hope in an industry that had lost its way. I envisioned a brand that transcends designing luxury products– one that simultaneously weaves ethics and responsibility into every fiber of its being. AGCF isn’t just a company, it is my way of proving that when ethics and aesthetics align, the result is not only beautiful, but profoundly impactful.
As a Public Benefit Corporation, AGCF is my commitment to championing causes that support the wellbeing of women and children, while also prioritizing our planet in every decision we make. I won’t pretend this journey is easy. The industry is tight-knit, and building a reputation based on ethics as much as aesthetics takes time. Sometimes it takes longer for people to understand just how and why we’re doing what we’re doing. But with each customer interaction and positive campaign we put out there, I feel us moving forward. The response has been overwhelming – so many people tell me how refreshing it is to hear our story and see what we’re doing.
Alexandra, how do you ensure that the craftsmanship of AGCF products meets your standards while adhering to your commitment to sustainability? – At AGCF, we believe that true luxury lies not just in the final product, but in the entire journey of its creation. By combining traditional craftsmanship with innovative sustainable practices, we’re proving that it’s possible to create exquisite luxury goods that don’t come at the cost of our planet or the wellbeing of workers. It’s challenging, but it’s a challenge we embrace wholeheartedly, as it aligns perfectly with our vision of what modern luxury should be.
This process starts with the exceptional artisans with whom we’ve chosen to work. We were aware of the labor law violations in leather goods sweatshops in Italy well before the recent scandals exposing these practices, and the knowledge of this was deeply troubling. That said, we made the conscious decision to partner with one of the most exceptional leather artisan workshops in Spain—a decision that allows us to maintain the highest standards of craftsmanship while ensuring our commitment to ethical labor practices.
So, as AGCF is a Benefit Corporation, can you explain how this status influences your decisions? – Being a Benefit Corporation influences every decision we make. This commitment empowers us to prioritize our mission of protecting the most vulnerable, even when it might not align with maximizing short-term profits. To some brands this might seem like a foreign concept, but for us, it’s the only way forward. We’re not just creating a brand; we’re building a movement towards a more responsible and ethical luxury industry. It’s our way of proving that business can be a force for good, and that luxury can be synonymous with responsibility, ethics, and positive impact.
When it comes to ethical luxury industry, what role do family-owned workshops play in your production? – We work hand in hand with a family-owned workshop in Spain—a production choice which is central to our mission. The workshop is majority women-owned, and every artisan and employee is treated as family. Witnessing their operation is an incredible experience, and I feel privileged to work with them.
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How do you select the organizations you support? – This journey began during my four years in the non-profit sector where my eyes were opened to the urgent need for support when it comes to protecting children and young mothers. When I initially approached the fashion industry for support, I was met with shocking rejection. This disconnect between the industry’s values and the real need to help vulnerable populations deeply troubled me. In selecting organizations to support, AGCF prioritizes those that align with our core mission of protecting and empowering women and children. We look for organizations with a proven track record of making tangible impacts in their communities, those that demonstrate transparency in their operations, and those that share our vision of creating lasting, positive change. By supporting these carefully chosen partners, we’re not just creating beautiful products; we’re actively contributing to a more compassionate and equitable world.
How do you envision AGCF’s future growth? – As I look to AGCF’s future, I’m looking at growth through a strategic and purposeful approach—one that stays true to our core values and mission. We’re excited to be expanding our presence in Europe and Asia, with a particular focus on Japan and Korea. These markets have shown a deep appreciation for our commitment to ethical luxury, and we believe our message will resonate strongly there.
In terms of product development, we’re thoughtfully growing our existing collections and adding more items across small leather goods, including wallets and belts. Over the next year, we’ll be carefully expanding into new categories, starting with scarves and moving into eyewear as well.
Beyond products, we’re focusing on building meaningful connections and spreading our message. We’re collaborating with various groups and individuals for local activations and philanthropic programs, which allows us to make a tangible impact in communities while sharing our vision of purpose-driven luxury.
We’re also exploring how we can expand our movement, particularly through hosting events and initiatives that inspire change. At AGCF, we believe that true growth isn’t just about increasing sales or expanding product lines– it’s about amplifying our positive impact and inspiring a difference within the luxury fashion industry and beyond.
Interview with Alexandra Gucci by Zarko Davinic, DSCENE Editor In Chief
ABOUT AGCF by Alexandra Gucci
Founded by Alexandra Gucci Zarini, AGCF redefines luxury by integrating artisan craftsmanship with a profound commitment to hope, compassion, and unity. Through its inaugural collection of leather handbags and fine jewelry, Alexandra honors the legacy of her grandfather, Aldo Gucci, a trailblazing figure in the Gucci family’s storied history.
AGCF’s ethos is built on unwavering values, reflected in a Creative Framework that combines authentic purpose with meticulous craftsmanship. Each design exudes sophistication while aligning with the brand’s mission to inspire meaningful change. Established as a Benefit Corporation, AGCF dedicates a portion of its sales and 20% of its profits to grassroots organizations that champion its core values.
Crafted by skilled artisans in family-owned workshops, AGCF’s handbags are priced between $1,400 and $2,900, while the demi-fine jewelry collection ranges from $200 to $1,500. The brand’s first boutique, located at 479 N. Rodeo Drive in Beverly Hills, pays tribute to Aldo Gucci’s pioneering spirit, harkening back to his establishment of one of the first luxury boutiques on Rodeo Drive in 1968.
