1970s Gucci Book of Matches

This book of matches was made for Gucci in the 1970s, printed with a design on both sides, and it remains untouched. In the 1970s Gucci, led internationally by Aldo Gucci, opened boutiques across the world and became one of the defining names of jet-set luxury. Branded objects like this matchbook extended the house's image into small, everyday moments.

The 1970s were a decade of rapid growth for Gucci, with the GG monogram, the horsebit and the web stripe recognised internationally. The house's boutiques were destinations for a global clientele, and branded details, from packaging to matchbooks, contributed to a coherent image of luxury.

In the 1970s smoking was still part of social life, and matchbooks were everywhere: in bars, restaurants, hotels and shops. Luxury brands used them as discreet souvenirs, small enough to carry away and keep. Today they are among the most fragile traces of that culture.

The matchbook is printed on both sides, so the design can be seen whichever way it lies on a table. Its small size and simple construction belie its role as a carrier of the brand. That it remains untouched, never used, is unusual for an object made to be consumed.

Collectors of Gucci increasingly seek the small ephemera of the house's history, from packaging to promotional objects. An untouched 1970s matchbook in like-new condition is an affordable and characterful piece of that history.