In a world where travel accessories are often driven by trends and logos, Aviteur stands apart as a beacon of timeless elegance and refined craftsmanship. Coined in 2018 by Patricia Gucci— businesswoman, author, and heir to the Gucci family legacy—the brand is rooted in a deep reverence for Italian design and artisanal excellence.
As the only daughter of Aldo Gucci and granddaughter of Gucci founder Guccio Gucci, Patricia brings a rare perspective to the luxury space—one informed by heritage but not bound by it. With Aviteur, she set out to reimagine the carry-on as a statement piece of enduring beauty, marrying form and function in a way only true Italian luxury can.
In this interview, Patricia shares the inspiration behind Aviteur, how her upbringing shaped her design instincts, and where she hopes to take the brand next.
Let’s talk about Aviteur. What inspired you to create a brand that blends fashion with the world of luxury travel, and how did you bring your vision into the design process?
“The inspiration came less from a desire to build a brand and more from a passion for creating beautiful things. I wasn’t looking to start a brand—I just had this vision for a beautiful carry-on. In 2017, I was at the airport, watching travelers pass by. Everyone had elegant briefcases and handbags, but their carry-ons were dull. I thought, ‘Why hasn’t anyone created something truly special?’ That’s when I decided I wanted to design a one-of-a-kind piece that would make people stop and take notice.
I envisioned a carry-on that blended tradition with innovation—and from there, the collection evolved organically. My design process is quite intuitive: it starts with an idea, then a sketch, followed by a technical drawing, and finally a prototype. I design for myself first, and if others resonate with it, that brings me immense joy.”
How has your upbringing and heritage influenced your approach to business and design, particularly when creating Aviteur?
“In the ‘70s and ‘80s, walking into a Gucci store felt like entering an Aladdin’s cave—everything was crafted to perfection, without the need for flashy logos. That was the world I grew up in. My father taught me the importance of doing things the right way—from how leathers should be presented to why craftsmanship matters. After his passing in 1990, I took time to raise my family and eventually wrote my memoir, In the Name of Gucci. People encouraged me to start a brand, but I wasn’t interested in launching another handbag line—there are so many out there.
My time at Gucci—and the opportunity to work closely with my father—instilled in me a deep sense of perfectionism. It’s a trait that continues to guide every decision I make, whether it’s selecting a new material, choosing a color, or determining the right partners to collaborate with. Gucci’s reputation was built on its legacy of impeccably crafted leather trunks and suitcases, and that level of quality remains my benchmark with Aviteur.”
What sets your brand apart from other luxury luggage lines, and do you incorporate any elements from Gucci’s legacy into your models?
“Designing a carry-on is a bit like building a car—there are countless components to consider. When we began developing ours, we traveled to Italy, specifically to Varese, the heart of carry-on manufacturing, and interviewed several companies before finding the right partner. I had a vision for a new kind of handle—button-less, made from plexiglass, and inspired by the luminosity of crystals. It was an engineering feat.
At first, the Italian artisans would classically say, ‘No, it’s not possible.’ But then they’d go away, think it over, and come back with a solution. Even the wheels were a design choice—they’re silent, because to me, luxury is about more than just aesthetics, it’s also about the sound and feel of the experience. Aviteur is 100% made in Italy.
I’ve never seen Aviteur as just a luggage brand. Our retail partners often want to categorize us—luggage, handbags, men’s, women’s—but I’ve always envisioned our pieces as unisex designs that transcend those labels. What I have carried over from my past is an unwavering commitment to quality. In a luxury market largely dominated by French brands, our goal is to champion the very best of Italian craftsmanship.”
Looking ahead, what innovations or exciting developments are you most eager to explore for Aviteur in the future?
“There are countless directions we could take—cashmere, eyewear, fragrances—but it’s crucial to stay focused. For Aviteur, that means continuing to refine our travel-centric pieces in leather, suede, or canvas, introducing new colors, and creating variations of our existing models.
That said, developing new styles is so compelling. We introduced handbags because, over time, I felt drawn to designing something slightly more feminine—pieces that still tie back to the spirit of travel. From totes to backpacks, all of our designs emulate what the carry-on represents: it’s our crown jewel.”
Every designer has a favorite piece. What bags from Aviteur are the most popular among your customers? And do you have a personal favorite from the collection?
“By and large, our walnut pieces have been the most popular across the board—from the Weekenders in calfskin and nubuck to the smaller handbags with our trademark weave, like the Cristallino. I love all our creations equally, but if I had to choose, my personal favorite would be The Gigi in elephant grey.”
– As told to by Britney Eschelman
