Gucci unveils Fake/Not Collection

To be a fashion house that capitalizes outrageously on its logo, inserting it virtually in each of its own items, Gucci knows how to exploit the appeal of irony. The latest capsule of the brand led by Alessandro Michele is in fact the Fake/Not Collection, of which a suitcase had made an appearance during the last FW20 show of Gucci, and which has now been presented in its entire extension – with each item covered with a monogram pattern that bears the motto Not Fake printed in yellow and capital letters. Each word is located on one side of the item so that, wearing them, only the word Fake is visible. The entire collection is an ironic arrow to the counterfeit culture of which Gucci is often a victim and to the consumer's 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 copies and imitations of "high" 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, without that finishing, seemed paradoxically newer and more intact than the authentic ones.

The collection consists mostly of leather goods and accessories: a backpack, bags and pouch of various sizes, a wallet, a scarf and a trucker hat. But both male and female versions of the Ace Sneakers and slides have also been produced, while the most interesting piece is the nylon windbreaker padded jacket decorated with monogram and web tape.