From rappers to nonnas, Demna hits shuffle on Gucci stereotypes for SS27

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Everyone has an idea of Gucci in their heads. After Louis Vuitton and its monogrammed handbags, Gucci is the second-most copied luxury brand in the world. For many people, the illegal counterfeit industry is their introduction to the brand – whether they realise they’re looking at a fake or not. And while mass knock-offs are ultimately detrimental to any luxury label, they also result in a wider reach and broadened awareness. You couldhellip;read more raquo;