Simon Cracker, an independent Italian fashion brand, took a bold stance against the luxury fashion industry during Milan Fashion Week, unveiling an upcycled collection that simultaneously pays tribute to the past and critiques the present. Co-creative directors Simone Botte and Filippo Biraghi used their platform to comment on the excesses of luxury fashion, addressing issues of sustainability, creativity, and mass production. Their collection, made entirely from recovered and deadstock garments, materials, and accessories, carried a clear message: the luxury industry’s obsession with exclusivity and high-end items like the iconic Birkin bag has become outdated.
The designers, known for their irreverent approach to fashion, drew attention by parodying the highly coveted Hermès Birkin bag, a symbol of wealth and status. Instead of creating bags in the traditional sense, they opted to repurpose leather bags by adding humorous touches. They incorporated metal hardware reminiscent of the Birkin’s famous lock and drawstrings, effectively turning what is often a status symbol into a critique of the commodification of fashion. The team also featured screen-printed images of the Birkin bag on sweaters, further challenging the exclusivity of the iconic accessory.
Botte and Biraghi, ever the provocateurs, were delighted when Walmart released what many considered a Birkin knockoff. This move seemed to align perfectly with their collection’s message, underscoring the way luxury goods are mass-produced and replicated in a market that blurs the lines between high-end and fast fashion. Their take on the Birkin bag not only made a statement about the brand’s ability to replicate the aesthetics of luxury but also served as a commentary on the absurdity of branding and the trivialization of valuable items.
Simon Cracker’s Milan Fashion Week show was a thought-provoking blend of humor, satire, and reflection. With the fashion world increasingly under scrutiny for its environmental impact, the duo’s choice to upcycle materials was more than just a trend—it was a conscious decision to challenge the fast-fashion industry. By using deadstock garments, Botte and Biraghi emphasized sustainability and resourcefulness, providing a stark contrast to the wastefulness often associated with high-end fashion production.
Their collection was a play on the concept of “luxury,” pushing boundaries by turning ordinary, discarded materials into statement pieces. The designs, which ranged from recycled leather bags to oversized sweatshirts, carried a subtle yet powerful message: luxury is not just about brand names or price tags; it’s about creativity, innovation, and sustainability. Simon Cracker’s decision to create upcycled pieces from overlooked or discarded materials highlighted the potential of fashion to evolve into something more inclusive and conscious.
The designers made it clear that their aim was not to create a collection for the ultra-wealthy but to challenge the very notion of what luxury fashion represents in today’s world. Their playful parodies of high-end brands like Hermès highlighted how the industry has strayed from its roots of true craftsmanship and artistry. By taking deadstock garments and turning them into stylish and wearable pieces, Simon Cracker showed that fashion does not have to be wasteful or exclusive.
As the fashion industry continues to grapple with issues of sustainability and ethical practices, Simon Cracker’s approach offers a refreshing alternative. The duo’s upcycled collection speaks volumes about their commitment to creating a fashion system that values creativity, innovation, and responsible consumption. By upcycling materials that would otherwise end up in landfills, Botte and Biraghi demonstrated how the fashion world can adapt to a more sustainable and thoughtful future, one where style and substance coexist.
Simon Cracker’s Milan Fashion Week show was not just a fashion statement but a rallying cry for a more inclusive, sustainable, and imaginative fashion landscape. The designers effectively turned the tables on the luxury fashion industry, using humor and upcycled materials to reclaim the conversation around fashion’s future. Their bold stand against the excesses of the industry is a timely reminder that luxury can take many forms—sometimes it’s found in the most unexpected places.
Simon Cracker’s upcycled collection marks a pivotal moment in the ongoing discussion about the intersection of fashion and sustainability. The brand’s choice to critique luxury through the lens of humor and innovation signals a shift in the industry’s narrative. Instead of glorifying excessive consumerism and the high price tags that accompany it, Simon Cracker calls for a return to substance and purpose. Their collection rejects the idea that luxury must be expensive, exclusive, and harmful to the planet. It shows that creativity and craftsmanship can shine through without relying on mass production or the luxury establishment.
The designers, Botte and Biraghi, have long been champions of individualism and thought-provoking design. Their latest show exemplified this, as the upcycled garments proved that fashion can be both stylish and responsible. The collection’s focus on reusing materials and reviving forgotten pieces emphasized how fashion can evolve into a circular economy. With climate change becoming a central concern in all industries, Simon Cracker’s approach is a reminder that fashion must adapt to the challenges of sustainability, prioritizing both artistry and the planet’s future.
The impact of their work extended beyond just the garments themselves. Their bold critique of luxury fashion also resonated with younger consumers who are increasingly concerned about the ethics behind the clothes they wear. With social media amplifying voices that challenge traditional luxury brands, Simon Cracker’s stand against fast fashion and waste was well-timed. It captured the spirit of today’s consumer, one who values authenticity and environmental consciousness over brand names and superficial exclusivity.
Furthermore, Simon Cracker’s playful nods to popular luxury items like the Birkin bag also serve as a clever commentary on how the fashion industry has commodified art and culture. The luxury fashion system, long revered for its artistry and craftsmanship, has increasingly become a game of status and branding. Simon Cracker’s deconstruction of this system highlights how fashion has shifted from a form of self-expression to a marketing-driven machine. By making high-end symbols like the Birkin more accessible and less precious, they challenge the notion that luxury should be about exclusivity, wealth, and ostentation.
In the end, Simon Cracker’s Milan Fashion Week presentation wasn’t just about showcasing a collection—it was about starting a conversation. The collection pushed the boundaries of what fashion could represent in terms of sustainability, creativity, and individual expression. It opened up a dialogue about the future of fashion, one that looks beyond the old systems of wasteful production and excessive consumption. With their use of upcycled materials and playful subversion of luxury’s sacred symbols, Simon Cracker offered an alternative vision: a fashion industry that values the environment, the artistry of design, and the inclusivity of creativity. It was a powerful message, and one that resonated with many who were ready to rethink what it means to truly be stylish.