Starting as a small leather goods and luggage shop inspired by the refined luggage of guests at London's Savoy Hotel, the brand expanded rapidly under the founder's sons during the mid-20th century. Gucci overcame material shortages during World War II by innovating with alternative luxury materials like hemp, bamboo, and woven canvas, which birthed iconic designs like the bamboo-handled bag and the horsebit loafer. Over the decades, the label transformed into a global symbol of opulence favored by Hollywood icons. Following periods of family conflict and a brand rebirth under visionary designers like Tom Ford and Alessandro Michele in later decades, the historic fashion house is now owned by the French luxury group Kering and remains a titan of modern haute couture.