Word Of The Week: Gucci


Do you feel overwhelmed or intimidated by the rapid expansion of the English lexicon? You’re not alone. A lethal combination of celebrity culture and twitter has given rise to a host of new and at times seemingly unintelligible words. As such, we shall be taking an in-depth look at one word each week, exploring its etymology, meaning and significance in pop culture and beyond. It’ll be just like learning your ABCs again. Welcome to Word of the Week.

Slang. Used to indicate approval.

If someone said to you ‘That’s so Gucci…” what would you do? Do you try and play it cool, as though your down with the youth, or do you have that bemused look on your face? The same confused look you have when a friend tells you she fancies Russell Brand, or when someone explains the laws of cricket. 

We all have a pretty similar idea of what Gucci means. You think it refers to high-end clothes right? We know it as a brand so expensive it is virtually never heard in regular conversation. Even the upper-middle class bourgeoisie tend to stay away from Gucci. Just to remind ourselves as to why we actively avoid it, we had a scan of their website. Lo and behold, a plain old shirt costs in excess of £300. Those kinds of prices are a massive middle finger to ‘unwashed’ in society (ourselves included). 

What’s more important is the new meaning it has taken on. Emanating from Brooklynite teenagers, Gucci essentially means cool. Who are these teenagers? 

In an age of rampant, exhausting, almost cannibalistic capitalism, the desire to be a ‘baller’ is stronger than ever. Perhaps it is simply comes down to Gucci being a marker of success in this day and age. So if Gucci is a marker of success, does that mean the people who wear Gucci are inspirational figures? Role models? Here at the humble word of the week HQ, rather than being a marker of success, Gucci is a marker of twat. 

We talk about being a materialistic society, but surely this is on another level? Will aspiring young people in the tech industry soon be talking about 21st Century role models Siri and Watson? Jeez what a scary thought. 


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