STYLE Edit: Gucci’s new Fake/Not collection drew inspiration from the unlikeliest of places – imitation knockoffs – and features a new signature print and motif
Instead of pooh-poohing imitation knockoffs, Gucci creative director Alessandro Michele used them as inspiration for the luxury fashion brand’s latest collection, which comprises ready-to-wear apparel, accessories, luggage and shoes
A fashion house’s logo immediately conjures a distinct style image – and reputation – which is perhaps why they’re eagerly picked up and replicated far and wide by copycats. Since the 1980s, imitating designer logos has become so commonplace that the practice is now considered an intrinsic part of street fashion language, and the unique low-and-high-brow combo continues to have an impact in fashion circles today.
Fake/Not began with a beige and ebony print inspired by the 80s retro appropriation of the Gucci logo, incorporating the brand’s iconic red and green bicolour stripe. Michele then applied the treatment to bags, accessories, T-shirts and activewear. As development continued through 2020, the broad “fake” and “not” lettering came into play, appearing splashed on top of the stripe in contrasting yellow.
While the word motifs might be arranged in different ways on different pieces in the collection, they always take centre stage against the print background.
Large, slightly oversized white or black washed cotton T-shirts feature the bicolour stripe on both sides, while “fake” appears on the front and “not” on the back. The motif is repeated on black and white felted sweatshirts, a hooded outerwear blouson with light padding, and a lightweight lined blouson with a stand-up collar. The latter two pieces are both in the signature print with the same words and sporty stripes.
