In the world of luxury fashion, some brands are undeniably iconic and instantly recognisable. Gucci is one of many. But what happens when Gucci decides to 'hack' another luxury brand? 'The Hacker Project'.
This collaboration between Balenciaga and Gucci produced some of the trippiest designs in collaboration history. As a journalist from Highsnobiety correctly notes; the collection feels almost 'wrong', it challenges what we understand Gucci to be. Our own perceptions and minds become part of the great 'hack'!
The Collection
This modern-day love affair involves no star-crossed lovers. It does, however, involve two fashion houses, both alike in dignity. In this love story, you'll be happy to know - we all come out alive. And some of us even get to keep a bag born out of this affair!
One chilly morning in 2021, the Balenciaga shop on Madison Avenue opened its doors to the word 'Gucci' spray-painted across its window. Punters were confused as there seemed to be a Gucci pop-up inside Balenciaga, but upon closer inspection, the iconic double-G monogram was replaced with a double-B. In the shop, they even had the artist Jack Greer 'vandalize' people's new bags with the words "THIS IS NOT A GUCCI BAG".
This partnership is a reference to 'counterfeit' culture, challenging how we think of brand identity and design ownership. While the collaboration produced many new designs, but it also played with classic silhouettes. The Gucci Jackie 1961, for example, received a new pattern of Balenciaga logos.
'The Hacker' Project at Auction
We have a couple of lovely pieces from the collection in our upcoming Handbags auction. As a lover of classic styles, the Jackie bag is calling my name - you better not bid before I do!
Gucci x Balenciaga - 'The Hacker Project' Web Mini Horsebit 1955 crossbody bag.
Estimate: £1,500 - £2,000
