Gucci pokes fun at counterfeiters with “Fake/Not” collection

Italian designer brand Gucci has been battling counterfeiting of its products for decades, and has drawn attention to the problem with a tongue-in-cheek new collection.

According to Gucci, the “Fake/Not” collection for Fall/Winter 2020 – which includes men’s and women’s wear as well as bags and shoes – “began with a print inspired by a retro appropriation of the Gucci logo featuring the bicolour stripe.”

It goes on: “Entering a new chapter, the green and red design mixes with 'Fake/Not'—a playful commentary on the idea of imitation.”

‘Fake’ is printed in bold lettering on one side of the item – in fact, it looks a lot like the real/fake comparisons one might see in pictures online - with ‘Not’ on the other.  More information on the new range is available here.