Not a Fake!

Turning the concept of brand rip-offs on its head, Gucci’s Creative Director Alessandro Michele draws attention to this anti-trend of the ’80s, introducing cheeky new accessories for the AW2020-21 men’s fashion show, with the clear message that high-end fashion is always real.

Gucci Fake/Not GG backpack

Once again, Gucci’s inimitable Creative Director Alessandro Michele strikes gold with his unique social commentary-turned fashion statement. This time, he turns the idea of copying and duplicating fake logos, on its head. The ‘Gucci Fake Not’ motif is a playful commentary on the idea of imitation, and was a strong theme in the Gucci Autumn/Winter 2020-21 men’s fashion show. From clothes to accessories, audiences were treated with tongue-in-cheek messages that reinforce the idea that the act of imitation is, at the end, pointless, and the maison always wins.

The ‘Gucci Fake Not’ motif draws inspiration from the appropriation of logos that began in the early ‘80s and became part of the language of streetwear. It is Alessandro Michele’s irreverent and ironic homage to the institutional code of the brand: the logo. While fashion is usually defined by who did something first, Gucci’s Creative Director decided to approach this idea from the opposite way. This design story began with the fake Gucci logo with the bicolour stripe, first seen in the ‘80s. Alessandro Michele put this print on T-shirts and other activewear pieces. The latest chapter in this idea is ‘Gucci Fake Not’, where the lettering is combined with the colours of the bicolour stripe. The message is that Gucci’s verbiage of fashion is not only high-end, but also about mixing different worlds to make the offer more compelling.

Gucci Not Fake GG slides

For menswear, slightly oversized white or black washed cotton T-shirts have a retro, sporty look on account of the bicolour stripe in red-green running down the middle of the front and back, with the words FAKE on the front and NOT on the back, in yellow. The same motifs appear on black and white felted sweatshirts. A hooded outerwear blouson with light padding, and a lightweight lined blouson with stand-up collar, both with an all-over beige/ebony GG pattern, have the same arrangement of words and sporty stripes.

Gucci Fake/Not belt bag

This two-sided use of the FAKE/NOT lettering has also been applied to luggage, where beige-ebony GG supreme material has been used as a base and trim is in brown leather. An East/West top-handle tote, backpack, belt bag, medium-sized duffle, small duffle (with gold Horsebit detail), hard suitcase and hard beauty case all come in this material and all feature the vertical red-green bicolour stripe and the word FAKE on one side and NOT on the other, again in yellow. The same design adorns small leather goods in GG supreme – a variety of wallets, a pouch and a cosmetics case, all with the words FAKE and NOT in yellow on the front and back.

Gucci Fake/Not baseball cap in GG supreme canvas

For accessories, a baseball cap in GG supreme canvas and a stole in light gauze-effect wool with an all-over beige/ebony GG pattern also feature the red-green bicolour stripe and the words FAKE and NOT in yellow (on the cap, FAKE sits on the top side of the peak, and NOT on the bottom). There are also mid-calf-length socks in ivory or black with the red-green bicolour stripe running their full length and the words FAKE and NOT in yellow (one word per sock) displayed just under the cuff at the top. A lightweight, water-repellent oversized cape, with detachable hood, in beige ebony GG supreme pattern also has the red-green bicolour stripe front and back with the words FAKE and NOT in yellow (FAKE on the front, NOT on the back).

Gucci Fake/Not GG print Ace sneakers

Genderless styles have also been given the FAKE/NOT treatment. The Ace is introduced with a GG supreme material base, this men’s and women’s sneaker has the House red-green bicolour stripe on the sides and a green leather back tab bearing a gold Gucci logo. It features rich brown leather piping too, and the word FAKE in yellow over the Web stripe on one shoe and the word NOT in yellow on the other shoe in a matching position, also over the Web stripe. Finally, the Pursuit slide is offered, also in GG supreme, with the same red-green bicolour stripe running down the centre of its band with the words FAKE and NOT in yellow printed over this – one word on each shoe.

Gucci Fake/Not GG scarf


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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