AGCF
In 2023, Alexandra Gucci founded AGCF (A.G. Creative Framework), a purpose-driven luxury fashion house which officially launched in April 2024. [6] With the launch of AGCF, Alexandra Gucci opened a flagship store on Rodeo Drive in Beverly Hills, a location that pays homage to the enduring influence of her grandfather Aldo Gucci, who was one of the early pioneers to open a store for a luxury fashion house on the street. His visionary initiative helped pave the way for Rodeo Drive to become the iconic landmark that it is today. [1] [7] [2] [3]
Following numerous ethical breaches that Alexandra Gucci called the luxury industry out on, from the 2022 Balenciaga advertising scandal that sexualized children [8] , Gucci's 2022 HAHAHA campaign featuring Harry Styles posing in a Teddy Bear T-Shirt next to a toddler's mattress [9] , to recent accusations of labor exploitation throughout the luxury supply chain, FORBES called Alexandra Gucci a "Change Agent" of the luxury industry for her visionary approach. Whereas her grandfather helped create the foundation for the luxury industry in the 20th century, Alexandra is envisioning a luxury business model for the 21st century, one that goes beyond creating beautiful, high-quality products available to the few for the benefit of large corporations and their shareholders, to a model founded on responsible, humanistic capitalist principles. [10]
Beyond being a change agent of the industry her grandfather once built, Alexandra Gucci wants to use AGCF as a platform for raising awareness about child abuse. AGCF was founded as a Benefit Corporation, and it donates 20% of its profits to support grassroots charitable organizations that are committed to advocating for children. She believes a fashion brand is a particularly good vehicle for telling this story, because it’s also part of an industry that exploits children. [11]
