Gucci gets ironic with its new bags

Alessandro Michele has accustomed the audience to a maximalist and flashy aesthetic, but the bag and trunk spotted at the show of the collection Men's FW20 seems to be the most ironic piece ever produced by Gucci. A leather bag and briefcase, decorated with the classic monogram with the double G and the double red and green colored band with a yellow cubital print with the inscription "Not Fake", of which each word is printed on one side. Carrying them in hand, only the inscription "Fake" is visible, almost a double ironic arrow to the counterfeit culture of which Gucci is often a victim and to the consumer obsession with the authenticity of the garments.

The brand had already been interested in the exploration of counterfeit culture with the art exhibition organized in Shanghai in September 2018 together with Maurizio Cattelan and entirely dedicated to the copies and imitations of "elevated" products. The very name of the exhibition "The Artist is Present" was a cheeky and ironic copy of the performance of the famous Marina Abramovich.  Going even further back in time, a similar move, but much more subtle, had been made with the Washed T-Shirts that were already ruined, with holes and discoloration. The counterfeits of those t-shirts, devoid of that finishing, appeared paradoxically newer and more intact than the authentic ones.

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