Gucci mocks counterfeit culture with its playful Fake/Not collection


If imitation is the best form of flattery, Gucci has got to be the most flattered luxury brand in the world. They aren’t oblivious to the counterfeit culture that has them outranking other luxury brands which is why they are poking fun at the copycats through a collection dubbed the Fake/Not Collection. Spearheaded by Alessandro Michele, Gucci is exploiting the appeal of irony with a collection that’s dipped in the iconic monogram pattern and bears the motto ‘Not Fake’ printed in yellow and capital letters. In a playful manner, each word is located on one side of the item so that, they aren’t read together and a passerby will only focus on the product with the word ‘fake’ emblazoned on it. Gucci’s Fake/Not collection includes backpacks , bags, suitcases, apparel, scarves, trucker hat, and footwear. But both male and female versions of the Ace Sneakers and slides are available to purchase on the website however a popular favorite is this most interesting piece of the collection- the nylon windbreaker padded jacket decorated with monogram and web tape.


The “Gucci Fake Not” motif was first seen on the runway at the Gucci Autumn/Winter 2020-21 men’s fashion show. The bicolor stripe has been reinvented from the rock and roll era of the 80s. The two-sided use of the Fake Not lettering has also been applied to luggage in the collection, which includes a top-handle tote, backpack, belt bag, medium-sized duffle, small, hard suitcase, and hard beauty case. The entire Fake/Not by Gucci is already available on the brand’s official website.

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[Via: SOLDOUTSERVICE]