The “GUCCI FAKE NOT” motif is a fun commentary on the idea of ​​imitation and was a major theme at the Gucci Fall/Winter 2020-21 Menswear Show. Inspired by the appropriation of logos that began in the early 1980s and became part of the language of urban fashion, “GUCCI FAKE NOT” is Alessandro Michele’s irreverent and ironic homage to the brand’s institutional code: the logo.

While fashion is generally defined by who did something first, Gucci’s creative director decided to approach this idea in the opposite way. This design story began with the fake Gucci logo with the two-tone stripe, first seen in the 1980s. Alessandro Michele put this print on T-shirts and other sportswear. The last chapter of this idea is “GUCCI FAKE NOT”, where the letters are combined with the colors of the bicolor stripe. The message is that Gucci’s language in fashion is not only high-end, but also mixing different worlds to make the offer more attractive.