Balenciaga and Gucci present The Hacker Project
The collaboration between Balenciaga and Gucci, named “The Hacker Project”, sees the light of day on social networks and will be available from November 15, 2021.
Balenciaga has decided to hack Gucci pieces. In fact, in their collaboration, Balenciaga revisits the iconic pieces of the Gucci brand, both owned by the Kering Group, in their own way. In 74 physical spaces around the world, pieces using Gucci’s signature silhouettes interpreted by Balenciaga will be available, including bold versions of the Jackie bag as well as duffles covered with a “BB” monogram.
The whole partnership is a nod to counterfeiting, as well as branding and logomania. We’ve already seen examples of “hacking” in the luxury sphere, including Fendace by Fendi and Versace.
Store spaces have also been transformed for the occasion by the same creative approaches. Each launch is also accompanied by special activities, which explore the project and the two brands. In some locations, people who purchase the double B monogrammed bags will have the opportunity to have them personalized with “THIS IS THE BAG of *insert name*”.
The pieces in the collection were photographed by Andrea Artemisio and the models are equipped with exoskeletons designed by Ikeuchi in partnership with Skeletonics.
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Featured photo : © Balenciaga
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