Behind Gucci’s Unexpected Hire

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Photo: Milanfashionweekbuzz

“Imitation” is a sensitive word in the fashion industry. While some are allegedly blatant rip-offs, others tread along the fine line between being inspired and just plain copying. The fashion world is not without its copycat drama either, with Roberto Cavalli recently slapped with two lawsuits alleging trademark infringement and “literal misappropriation”. In a rather similar case, New York based cult label Mansur Gavriel has also launched a series of lawsuits accusing some Italian brands of ripping off its trademark bucket bag.

Given the touchy subject regarding intellectual property, it comes as a surprise that Gucci will be enlisting a certain graffiti artist who has been reinterpreting the double G logo of the Maison on the streets. Trevor Andrew, who also goes by the name GucciGhost, is officially a new member of the Gucci design team after Alessandro Michele’s discovery of his unsolicited graffiti street art.

Michele, the creative director at Gucci, found Trevor’s street reinterpretation of the Gucci symbol to be “quite genius”.

"It's completely different than the idea of copying,” he said in a statement to WWD. It's the idea that you try to take to the street, through language like graffiti, the symbols of the company."

The unlikely collaboration first debuted in the label’s Autumn Winter 2016 collection in Milan, where pieces inspired by "bourgeois Renaissance" entranced alongside graffiti embellished bags courtesy of GucciGhost.

Michele himself had only praises for the graffiti artist. “Trevor’s language is authentic; Trevor is authentic,” Michele said. “He lives in Brooklyn, he knows Gucci. The way he used the color, the way he’s translating our power is real.”

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