Ramsey Naja is chief creative officer at JWT MEA
“Call me naïve, but it is only recently that I discovered that there were two classes of fakes in the world of luxury brands: Fake Fakes and Real Fakes. Now this could be disconcerting, syntax-wise, but it goes like this: Fake Fakes are proper bona fide rubbish goods that manage to misspell the very brand names they try to emulate or, at best, accelerate their expiry date so much you’d think you’re travelling in time. Real Fakes, on the other hand, are not really fakes, in that they are real, but not supposed to exist. They are factory excesses that were never accounted for, except perhaps in Fake Market, Nanjing Road, Shanghai. Or in
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