2020’s viral content nucleus TikTok has spawned a fresh fashion oddity. This time, a monotonous voiceover guides content creators as they do their best DIY impression of a Gucci fit. The challenge hinges on the design tropes of Gucci under the creative helm of Alessandro Michele, i.e. colorful turtlenecks, egregious layering, gender non-conformity, and naturally, a silky headscarf.
In addition to disguising random clothing as high-end, the challenge is basically asking users to do their best impression of a Gucci model which, as the house's casting roster suggests, vibes out as a kind of trust fund, pre-Raphaelite dandy with heaps of jewellery – the only thing missing from these TikTok videos to complete the look is a menagerie of wild animals. @scarfxce.xoDid I do this right ? 🧐 (creds: @unofficiallachwatson ) ##fyp ##NBAThundersticks ##readySETgo ##MedievalTikTok ##asian ##xybca♬ original sound - unofficiallachwatson
The challenge, arguably just harmless fun for teenagers who are bored at home, begs bigger questions of viral campaigns, brand identity, and whether or not these kind of challenges are sanctioned by Gucci - or if that even matters at all?
A less recent TikTok x fashion crossover arrived from the Harry Styles hive when wily users were tokumenting their crocheting skills to recreate a $1,500 JW Anderson cardigan which the Watermelon singer wore on The Daily Show. Aside from highlighting how complicated it is to actually knit things in different colors, the challenge caught the attention of Jonathan Anderson himself who ended up making the pattern available to download.
Could the #GucciModel challenge generate a similar ripple effect back to the source?
Recent casting for Gucci's Resort 20201 collection took a leaf out of the mid-’00s American Apparel (RIP) handbook and used their own staff to model the latest designs. Perhaps some lucky tik tokker will be the next face of Gucci SS21?
Better yet, perhaps TikTok users could also whip up a challenge speaking to some of the recent controversies surrounding Gucci, including repeated incidents of launching racially-insensitive products, or the “illegal conspiracy" to “suppress the total compensation of their employees" which, thanks to our collective online cultural amnesia, was all but forgotten about.
Enjoy more of the #GucciModel clips below, featuring an original voiceover from @unofficiallachwatson.