Alien Invasion

Never one to shy away from the spotlight, Gucci has been churning out more than a few newsworthy campaigns this year. However, their latest Pre-Fall campaign has ended up at the wrong end of some critical Instagram buzz. Central Saint Martins fashion student Pierre-Louis Auvray was unsurprisingly nonplussed with a new video series released on Instagram last week by the Italian Fashion house.  To the young designer, the clips in question looked a little too similar to Auvray’s intellectual property- namely his penchant for sci-fi creatures modeling his collections. In response the student posted some choice words for the mega-brand on his Instagram account, “I am just a student working hard on building my own stuff and the last thing we need as young creatives is to be ripped off”. The CSM student was supported by his university in another Instagram post that included the hashtags #PayYoungCreatives and #CreditYourInfluences.

Gucci’s creative director Alessandro Michele told the Business of Fashion yesterday that he hadn’t seen Auvray’s work until after the accusation – claiming the similarities were “purely a coincidence”.  Michele, who cites cult sci-fiction classics such as the Creature from the Black Lagoon and Forbidden Planet as his primary sources of inspiration, has proven that no aesthetic is too niche for his maximalist aesthetic.

The case raises an interesting point regarding today’s visual culture.  The rate at which images are produced, shared and duplicated makes the boundaries of intellectual property, which are hazy at the best of times, all but nonexistent.  The urge for recognition and validation among emerging creatives is amplified when a huge brand can get away with using their concept.  We all know that imitation is the highest form of flattery, however flattery doesn’t pay the bills.