A New Voice in Modern Luxury

Gucci stands alongside other elite names in the luxury pantheon, such as Louis Vuitton, Dior, Hermès, Chanel and Cartier. However, under the ownership of luxury conglomerate Kering, the Gucci brand has taken quite a fall, unlike its luxury cohorts.

Alexandra Gucci Zarini, third-generation scion of the Gucci family, can’t do anything about the brand her great-grandfather Guccio Gucci founded and her grandfather Aldo made famous, but with fashion in her blood, the 40-year-old luxury insider is following in her progenitors’ footsteps by starting her own luxury fashion brand, called AGCF, with her husband and business partner Josef Zarini.

The name stands for:

• AG (Alexandra Gucci): A tribute to legacy, honoring a tradition of excellence while pioneering new innovations in luxury.
• CF (Creative Framework): A commitment to artistry and accountability, ensuring that every piece embodies a deeper purpose beyond aesthetics.

“AGCF is more than just a fashion house,” Alexandra shared with me. “It’s purpose-driven luxury. We are creating a creative framework to bring meaningful change and impact.”

To that end, AGCF is a Public Benefit Corporation that pledges 20% of profits to charitable initiatives supporting young women, children and environmental causes. And that’s no surprise because prior to forming her company, she founded the non-proift Alexandra Gucci Children’s Foundation.

“We’re not just building a brand. We’re building a movement towards a more responsible and ethical luxury industry,” she continued. “It’s our way of proving that business can be a force for good and that luxury can be synonymous with responsibility and ethics and that it can have a positive impact in the world, which is why we use the phrase ‘purpose-driven’ luxury.”

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