The recent PR fiascos in fashion took no break for Black History Month. In fact, some even felt that brands had decided to use the month as an opportunity to stir up some buzz by antagonizing the Black community. Balmain’s late January blackface incident, Gucci’s questionable sweater design and Burberry’s blatantly bizarre use of a noose on the runway caused understandable outrage on social media.
As with all social media conversations sparked by outrage, boycotting inevitably came up. Most people seem to agree that if brands can’t be culturally sensitive then they don’t deserve the Black dollar, yet it still seems boycotting is something that’s hard for us to commit to.
Just as everyone else, arguably even more, luxury brands are an aspiration for much of the Black community. Labels are a symbol of wealth and as an oppressed people, it feels good to look and feel upper-class occasionally; furthermore, for those who have obtained substantial wealth it feels good to finally flaunt. This is why there are countless Gucci and Prada references in hip-hop.
In the spirit of protest, though, Young MA says at the end of her “Thotiana” remix, “we ain’t buying Gucci, we ain’t buying Prada,” likely referencing the aforementioned Gucci sweater as well as Prada keychains that went viral in December 2018 for similar reasons.
However, when discussing protests we may have to broaden how we view the issue. I saw someone on Twitter note that Black people can’t protest luxury brands because we buy knockoffs instead of the real thing. While I think it’s important to note that everyone buys knockoffs, not just Black people, this got me thinking about the stigma behind fake luxury pieces, because although they’re common they’re still a source of shame.
What Dapper Dan proved over 30 years ago, though, is that it doesn’t matter if its authentic as long as it fly. His now iconic work was often made from knockoff materials because at the time high-end brands had no interest in this Black man’s shop in Harlem. He was a pest who received numerous cease and desist letters.
Fast forward to 2019 and we’re simultaneously looking for an effective means of protest while shaming people wearing fake labels. To me, the answer is evident. While I obviously see that value in authentic fashion and wouldn’t normally encourage counterfeits, there is no protest in doing what you should and normally would do.
Be the zeitgeist.