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Gucci x Balenciaga‘s collaboration – no, sorry, hacking – might have felt like a fever dream at first, but now the anticipated “Gucciaga” collection is finally here.
Officially named The Hacker Project, the first release will take place across Balenciaga pop-up stores on November 15. In a total of 74 physical spaces worldwide, the pieces using Gucci’s signature silhouettes interpreted by Balenciaga will be available, including bold takes on the Jackie bag as well as duffles and totes covered in a “BB” monogram.
When looking at the collection, it almost feels wrong. We’re so used to associating a signature silhouette with a recognizable monogram, so when the two get mixed up, so do our brains. I guess our brains are also part of the great hack.
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The whole partnership is a nod to counterfeit culture, as well as branding and logomania, and has been the catalyst for a handful of other surprising collaborations in the luxury sphere, including Fendi and Versace‘s Fendace, and Fendi x Skims.
It’s not just the collection that sees the reinterpreted designs, the store spaces have been transformed through the same creative approaches. The co-branded ready-to-wear, accessories, and bags will all be available, and will be displayed in the unique pop-up locations.
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Each launch also comes with special activations, further exploring the Hacker Project and its re-contextualization of both Gucci and Balenciaga. At select locations, those who purchase the double-B monogram bags will have the opportunity to get it customized to read “THIS IS *insert name*’s BAG.”
Information as to the locations and prices is yet to be shared, but the anticipated pieces that debuted in the Spring/Summer 2022 collection are finally making their way onto shelves and we can’t wait to see them in person.