FLOAT 100 · Handbags · No. 61
Gucci GG Marmont Small
Alessandro Michele found a double-G belt buckle from the 1970s in the Gucci archive, scaled it up, set it on soft chevron-quilted leather, named the bag after a Hollywood hotel, and turned out the defining Gucci bag of the past decade.
- Year
- current
- Maker
- Gucci
- By price in handbags
- 98 of 100
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Create a free account- Maker
- Gucci, made in Italy
- Designer
- Alessandro Michele, creative director 2015-2022
- Debut
- Fall/Winter 2016 season; Gucci's Fall 2016 show was reviewed on February 24, 2016
- Named for
- Chateau Marmont, the Los Angeles hotel
- Signature details
- Antiqued double-G hardware from a 1970s belt buckle; matelassé leather quilted in a chevron pattern
- This entry
- GG Marmont small matelassé shoulder bag with chain; the record's reference listing is a pink GG-canvas small zip-top (style 447632)
- Family
- Mini, small, medium, large and maxi, plus bucket, backpack and camera-bag shapes
- Gucci US price
- $2,600 for the current small shoulder bag in black lambskin, October 2026
- Resale ask seen
- $975 for the pink GG-canvas small, October 2026
A designer who went into the archive
In January 2015 Gucci's new chief executive, Marco Bizzarri, named Alessandro Michele creative director. Michele had worked at Gucci since 2002 and had been Frida Giannini's deputy and head accessories designer. At his first show, in February 2015, he introduced what Wikipedia's account calls 'a different Gucci,' and he went on to revive house classics such as the double-G logo and the Jackie bag.
His method was to dig through the archive. Vogue's critic Sarah Mower, reviewing the Fall 2016 show on February 24, 2016, noted that only twelve months had passed since Michele took over. In that time, she wrote, his vintage-minded 'renaissance' had made him 'the most-copied fashion-diviner on Earth.' The collection mixed puffed 1980s shoulders with bodices from 16th-century portraits.
The GG Marmont arrived that Fall/Winter 2016 season. Vogue says it debuted on the fall 2016 runways. It was meant to capture the bohemian spirit of the 1970s and what the magazine called 'the hush-hush glamour of the Château Marmont,' the Los Angeles hotel the bag is named for.
A belt buckle, scaled up
The defining detail is the hardware. For the Marmont, Michele took a 1970s Gucci belt buckle bearing the double G, enlarged it, gave it an antiqued finish and put it on the front of the bag. At a time when minimal, logo-light bags were in fashion, one handbag guide notes, the Marmont brought branding back to the front of the bag.
The second signature is matelassé leather quilted in a zigzag chevron pattern, soft and slightly puffed. Gucci has also made the bag in suede, velvet and metallic lamé, and with diagonal or geometric quilting. The house's description of the small camera bag adds a detail to check: 'GG on the back.'
The Marmont grew into a family rather than a single bag. A March 2026 guide lists mini, small, medium, large and maxi sizes, along with bucket, backpack and camera-bag shapes, priced across the range from $1,500 to $4,300. Of all of them, one reseller calls the small shoulder bag the most balanced and popular choice.
Which small is which
'GG Marmont small' covers more than one bag, so the style number matters. Style 447632 is the zip-top small that Gucci calls the GG Marmont small camera bag. Gucci lists it at 24 by 15 by 8 cm, about 0.39 kg, in black chevron matelassé leather with antique gold-toned hardware. It has a ruthenium-toned zip, a microfiber lining with a suede-like finish, an interior open pocket and an adjustable chain strap with a 60 cm drop. Gucci's Australian site now lists it as no longer available.
The small shoulder bag Gucci sells today is a flap style, style 837280, at 8.7 by 4.9 by 2.4 inches and about 1.2 pounds. It is black matelassé chevron lambskin with light gold-toned hardware and a spring-closure flap. It has a sliding chain strap with a 21.7-inch drop and a lining in red viscose in the house color Gucci Rosso Ancora, a shade introduced under Michele's successor.
The reference example for this entry is a less common version of style 447632. It is pink GG canvas quilted on the diagonal, with blue leather trim, a blue leather and chain shoulder strap, a GG logo on the front, a zip top and a beige microfiber lining. A resale listing measures it at about 9.5 inches wide and 3 inches deep, giving its height as 5 inches in one place and 5.5 in another. The same listing calls the hardware both shiny gold-toned and silver, so check the photos and the bag itself.
After Michele
Michele left Gucci on November 23, 2022. Sabato De Sarno was appointed in January 2023, and his first collection, Gucci Ancora, introduced the oxblood shade Rosso Ancora that now lines the current small Marmont. De Sarno left in February 2025, and Demna became creative director in March 2025.
The Marmont stayed in the line through all three. In 2026 Gucci's site described it as the house's signature collection, with new styles featuring a vertical quilting motif, two-tone hardware and trim inspired by the Web stripe. It also listed a Jetset GG Marmont small in a worn-in leather, sold online only, at $1,750.
Writing in March 2026, one handbag guide called the Marmont 'one of the most discussed, debated, bought, resold, and searched-for designer bags in the world' over its first ten years. It added that resale prices vary with size, condition and demand.
Retail and resale
In October 2026 Gucci's US site priced the current GG Marmont small shoulder bag in black lambskin at $2,600, and the Jetset small at $1,750. Gucci's discontinued Australian listing for style 447632 still shows A$1,910.
On the resale side, a seller in Scottsdale, Arizona, offered the pink GG-canvas small 447632 in October 2026 for $975, describing it as very good, with minor wear throughout. That is an asking price. No source gives production numbers for any Marmont size.
The numbers
- Dimensions (style 447632, Gucci)
- 24 x 15 x 8 cm; about 0.39 kg
- Dimensions (pink GG canvas 447632, resale listing)
- 9.5" W x 5-5.5" H x 3" D
- Dimensions (current small, style 837280)
- 8.7" W x 4.9" H x 2.4" D; about 1.2 lb
- Material
- Matelassé leather quilted in chevrons (classic); pink GG canvas quilted on the diagonal with blue leather trim (reference example)
- Hardware
- Double G; antique gold-toned on 447632, light gold-toned on 837280
- Strap
- Chain; 60 cm drop with a leather shoulder detail (447632), 21.7" sliding drop (837280)
- Closure
- Zip top (447632); flap with spring closure (837280)
- Production quantity
- Not stated by any source
Timeline
Guccio Gucci opens his shop in Florence.
Gucci makes a belt buckle with a double G, which later inspires the Marmont hardware.
Alessandro Michele is named Gucci's creative director.
Vogue reviews Michele's Fall 2016 Gucci show. The Marmont debuts in the Fall/Winter 2016 season.
Gucci opens the Gucci Hub, its new Milan headquarters, in a former Caproni aircraft factory.
Gucci opens ArtLab outside Florence, a center for developing leather goods and hardware.
Michele leaves Gucci.
Sabato De Sarno is appointed creative director. His Gucci Ancora collection introduces Rosso Ancora red.
Demna becomes Gucci's creative director.
A handbag guide marks the Marmont's first decade as one of the most resold designer bags.
Gucci lists the black lambskin GG Marmont small shoulder bag at $2,600 in the US.
The world in 2016
The World Health Organization announces an outbreak of the Zika virus.
Journalists publish the Panama Papers, 11.5 million leaked documents on offshore companies.
The United Kingdom votes in a referendum to leave the European Union.
Pokémon Go is released and breaks sales and revenue records.
The Summer Olympics open in Rio de Janeiro, the first held in South America.
The Chicago Cubs win the World Series for the first time since 1908.
Donald Trump is elected president of the United States.
Italy holds a constitutional referendum; Prime Minister Matteo Renzi resigns after it fails.
Price record
| Date | Price | Kind |
|---|---|---|
| Oct 1, 2026 | $2,600 | Asking price, not a saleGucci US price, current GG Marmont small shoulder bag in black matelassé chevron lambskin (style 837280). |
| Oct 1, 2026 | $1,750 | Asking price, not a saleGucci US price, Jetset GG Marmont small shoulder bag in worn-in leather, online exclusive. |
| Oct 1, 2026 | $975 | Asking price, not a saleResale listing, small style 447632 in pink diagonal matelassé GG canvas with blue leather trim, very good condition. |
| Oct 4, 2026 | $1,343 | Asking price, not a saleThe maker's Australian online store: AUD 1,910 (asking price), shown in USD at the Federal Reserve rate on the sale date (1 AUD = 0.7033 USD). |
This is an asking price, not a sale. It is what a seller wanted on the date shown. Asking prices often sit above what buyers pay, but an ask is not a ceiling: a sale can land on either side of it. It is not a value.
By reference price, Gucci GG Marmont Small is number 98 of 100 in the handbags entries of the FLOAT 100. 19 of those 100 rest on a realized sale; the rest carry an asking price or a guide value, and each page says which. Rank within the FLOAT 100 itself (61 here) is editorial: how much an object defines its field, not price alone.
Did you know
- The Marmont is named after Chateau Marmont, the Los Angeles hotel.
- Its double-G hardware comes from a Gucci belt buckle of the 1970s, scaled up and given an antiqued finish.
- Gucci calls the zip-top small style 447632 a camera bag, and it carries a GG on the back.
- The current small Marmont is lined in Rosso Ancora, the red introduced by Michele's successor, Sabato De Sarno.
- The Marmont debuted in the same season Gucci was moving into its new Milan headquarters, a former aircraft factory.
How this page is made
- The figure
- One reference price, shown with its own kind. FLOAT does not average it with anything or adjust it for time.
- Realized or not
- A realized price is a completed sale. An asking price, an estimate and a price-guide value are not sales, and are labeled as such wherever they appear.
- The story
- Researched from published records and checked fact by fact. Updated Oct 1, 2026.
- Archive
- Oct 5, 2026