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Produced by Taiga, the series is directed by Gabriele Veronesi, who also co-wrote the project with Luca Bedini and Gabriele Parpiglia. With a runtime of 2x60 minutes, the docuseries reinforces Sky Crime’s focus on character-driven, real-life stories that intersect crime, culture and contemporary history.
At the center of the story is Matteo Cambi, a young man from Parma who, at the end of the 1990s, inherited a sudden fortune and transformed it into a fashion empire. With sharp instinct, bold ambition and a natural flair for marketing, Cambi turned a simple stylised daisy into Guru—one of the most recognisable lifestyle brands of its time. At its peak, Guru became a cultural phenomenon, heavily associated with celebrity endorsement and aspirational branding. Cambi positioned the brand at the heart of the entertainment and sports industries, sponsoring high-profile VIPs, Serie A football players and even entering the world of Formula 1. His rapid ascent made him a symbol of a generation driven by visibility, excess and the pursuit of success.
However, behind the glossy image lay a far darker reality. As the brand grew, so did Cambi’s personal struggles. A spiral of excess, addiction and unchecked ambition ultimately led to legal troubles, bankruptcy, imprisonment and a period in a therapeutic community. His story mirrors the contradictions of an era captivated by image and consumption, exposing the fragility behind seemingly unstoppable success.
Guru: The Story of Matteo Cambi reconstructs this extraordinary trajectory through exclusive interviews with key figures of the time, including Cambi himself, alongside well-known personalities such as Lele Mora, Flavio Briatore, Gabriele Parpiglia, Gianluca Vacchi and Raffaella Zardo. The narrative is enriched by previously unseen archival footage and immersive reconstructions that capture the atmosphere of the early 2000s.
