Patrizia Reggiani, an ambitious outsider from humble beginnings, marries into the prestigious Gucci family through her union with Maurizio Gucci. Initially, Patrizia is welcomed into the fold by the family patriarch, Rodolfo Gucci, and Maurizio's uncle, Aldo Gucci, who together oversee the iconic fashion house. As Patrizia's influence over Maurizio grows, she starts to assert herself more aggressively in the business, pushing for more control and asserting her vision for taking Gucci in a modern direction. She quickly reveals her ambitions and manipulative schemes to get ahead, which causes rifts within the family and business.

As tensions rise, Patrizia's relentless pursuit of power begins to strain her marriage and alienate other members of the Gucci clan. The family's internal conflicts escalate as they struggle over control of the fashion empire. Maurizio's transformation under Patrizia’s influence leads to a series of betrayals, both personal and professional, setting the stage for a dramatic struggle over the future of the Gucci brand. Plots of revenge and rivalry unravel, highlighting the destructive potential of greed and ambition.