Thanks to their rarity and uniqueness, prized bootlegs can often cost more than the real thing. Gucci is no stranger to the bootleg’s appeal, which is why as part of its 2018 campaign, it teamed up with Dapper Dan – Harlem’s bootleg tailor to hip-hop royalty – who was once a luxury outsider.

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

French label Vetements has turned heads in the fashion industry ever since it rose to fame for selling a $330 replica of a DHL driver’s uniform t-shirt. Now, it’s endorsed internet-era copycat Vetememes, in a move that proves it understands a younger, more internet-savvy luxury consumer.

As the stigma of purchasing second-hand items disappears, the value of the pre-owned luxury market has soared to over $16 billion. Yet counterfeits still pose a big problem. Can consignment store InstantLuxe ease worries around authenticity and get shoppers spending big on pre-loved?