The Gucci Fake Not motif makes an ironic statement

Imitation is the sincerest form of flattery, so the saying goes. The ‘80s saw the appropriation of logos and mass inundation of counterfeits that quickly became a part of the streetwear lexicon. Rather than detest the phenomenon, Gucci creative director Alessandro Michele instead draws inspiration for the Gucci Fake Not motif – a key print from the Autumn/ Winter 2020-21 men’s collection. 

Irreverent and rebellious, the collection is an ironic homage to the institutional code of the brand: the logo. Though fashion is typically led by originality and the narrative of who did it first, Gucci’s creative director toys with a reverse approach. This design story began with the fake Gucci logo with the red and green bicolour stripe that first came into circulation in the ‘80s. 

Gucci ‘Fake/Not’ print Ace sneaker

Michele puts this print on activewear pieces, including T-shirts. The newest chapter in this concept is Gucci Fake Not, wherein bold lettering combines with the colours of the bi-colour stripe. 

The two-sided use of the Fake/Not lettering applies to a range of menswear from T-shirts and sweatshirts to blousons. Similarly, a range of luggage also features the motif from an East/West top-handle tote, backpack, belt bag, medium-sized duffle, small duffle with gold Horsebit detail, hard suitcase, and hard beauty case. 

Gucci ‘Fake Not’ print cape

Meanwhile, in accessories, a baseball cap in GG supreme canvas, mid-calf-length socks in ivory or black and a water-repellent oversized cape are also available. Moreover, non-binary styles duly receive the Fake/Not treatment that includes the Pursuit slide and the Ace. 

The Ace features a GG supreme material base. This genderless sneaker has the housered- green bi-colour stripe on the sides and a green leather bag tab bearing a gold Gucci logo. The sneaker features rich brown leather piping, 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, providing a fitting kick-off to a captivating, playful collection .

This story first appeared in Prestige Malaysia’s October 2020 issue.