Gender identity is a social and cultural construct widely associated with the fashion system. It represents how a person feels, regardless of sex or sexuality, and can be a combination of sensations easily expressed through the tools that fashion provides. In the past few years, these concepts have been evolving within post-modern societies, accompanying zeitgeist phenomena and breaking paradigms of inclusivity and representativity. Fashion brands are at the forefront of this gender (r)evolution and can be beacons of change, just by adjusting their business model and strategies. Product design, merchandising, retail, social media; just a few of the ways that fashion brands can innovate towards a more diverse industry. Gucci is one of those brands, paving the way and leading by doing. In this case study, we analyze several parameters to determine and gather the tools that Gucci is using to promote a more inclusive vision of fashion and its products. Through literature review, in depth research of relevant articles and reports, and a SWOT analysis, we want to trace an inclusivity and fluidity profile to determine whether, or not, a playbook can be the answer for brands to integrate practices and tools that guarantee a successful recognition of the full spectrum of gender identities known today.