Why Millennials Are Obsessed with Gucci
The double-G belts. The dark beige overcoats with green and red stripes.
This is the iconic image of Gucci, an Italian luxury fashion brand, and it’s everywhere. You’ve probably seen it on Kylie Jenner, Dapper Dan, and countless Instagram lifestyle influencers. But what used to be a brand preferred by the upper and older class for horseback riding has now turned into a fashion moment of conspicuous consumption favorited by millennials under 30. How exactly did that come about, and what is the appeal? Business Insider’s video has an explanation.