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On November 15, the collection dropped globally at 74 physical spaces – including pop-up locations and transformed Gucci/Balenciaga stores.

In the digital, social media-oriented era that consumes us, brands are constantly seeking the next buzz-worthy, Instagram-able moment to garner attention. And, in the spirit of some mind-bending fashion humor, Gvasalia vandalized a large tote bag with the spray-painted words “This Is Not A Gucci Bag.” Objectively, it’s the print and monogram mash-ups that make these co-branded bags the collection’s highlight. Instead of shying away from the logomania of recent years, the Hacker Project leans right in. Gucci’s iconic GG monogram canvas – a staple since the ‘60s – was reimagined with the double-B logo. While this collection signifies a new creative chapter for both fashion houses, it also embraces tradition. The result is underground edge met with floral whimsy… and a social media frenzy waiting to happen. “Exploring ideas of authenticity and appropriation, Gucci and Balenciaga motifs merge to create new interpretations of signature pieces.” This hybrid universe is seemingly simple but actually complex, forcing consumers to confront their expectations of branding, collaboration, and design ownership, all at once.Īs the Hacker Project narrative goes, Alessandro Michele is “contaminating” Demna Gvasalia’s bold Balenciaga designs with Gucci’s retro, feminine aesthetic.

“Ideas from a hybrid universe,” is how Gucci describes the Hacker Project.

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