The Buckle Is The Secret To Winning Back Consumers

For years, the double G on the Gucci belt buckle has been the symbol of entry-level pricing in the luxury universe. Small leather goods, in fact, represented the first real step for the aspirational consumer, who could invest an accessible amount to own an item from a brand they identified with. Today, after years of extremely high prices even for accessories, fashion houses are once again attracting potential customers with products capable of expressing their universe at attainable prices, with belt buckles as the focal detail.

From a creative perspective, there is wide room for personalization, as demonstrated on the runways. Even the logo itself can be reinterpreted in ever-changing ways, becoming part of the collection’s mood, as shown by the work done by Chemena Kamali at Chloé, who each season creates a belt that immediately becomes a top seller. Here, craftsmanship plays a key role.

“Especially when volumes are not large and the processes are more complex, brass is the best material—particularly if the design is highly elaborate and requires welding, because it lends itself to multiple processes,” explains Anna Andrei of Andrei, a Tuscan company specializing in the production of metal accessories for leather goods. “Brass can in fact be cut from sheet metal, worked through hot stamping, or—if the pattern is particularly sculptural and complex—micro-casting can be used.”

Once the “raw” piece is obtained, it must be finished: any components such as the prong and pins are welded on, while tumbling is used to smooth edges and even out the surface. “It’s a long process carried out using a machine filled with small stones or pieces of ceramic, but it’s very effective and sometimes makes it possible to avoid or reduce subsequent steps such as grinding,” Andrei continues. Finally, the piece is polished before moving on to galvanization.

After this stage, the customization process continues, which may include painting or decoration with stones and rhinestones—often planned from the initial design phase. These elements help make the buckle a key feature of entry-level luxury items, contributing to the construction of brand identity and the reconquest of the consumer.