Good news for this who love impractical things: Gucci’s umbrella won’t keep you dry
By Ray Zhang
If I go by the definition that I had learnt in school, the umbrella is a cover that is used to protect us from the rain. I have never really owned an umbrella until I started working, and bought one for myself. At that time, if my memory serves me well, I bought the foldable umbrella because it was raining. I never thought of an umbrella serving other function until my mother once asked me to buy one for her in Tokyo (where I was holidaying one Christmas season) because she wanted a “nice shade” to shield her from the sun. Which means, she reminded me, it must come with a UV layer or coating. But, for me, the umbrella is synonymous with the rain. I am, therefore, able to understand the thunderous outrage in China when Netizens found out that an umbrella, marketed under the much-hyped Gucci X Adidas collaboration, was described as “不防水” (bufangshui) or “not waterproof”.
Drenched with curiosity, I hit the SG Gucci website and was surprised that the said umbrella was not among the 147 items listed that would be on sale from the 7th of next month. A quick check at the American pages showed the brolly with the accompanying encouragement, “join the wait list for this item”. I did note that Gucci was careful to describe the product as a “sun umbrella”. Prior to the uproar in China, it is not clear if this phrase was used, but the Chinese equivalent 阳伞 (yangsan) was not seen. Instead, “雨伞 (yusan)” or “rain umbrella” appeared online. Is it a wonder that those interested (and those not) are angered and resentful that Gucci would charge 11,100 yuan (or approximately S$2,280) for the yusan and not make it waterproof? Gucci was quick to react to the derision: On their webpage, they changed the description by deleting the 雨 (yu), leaving the less specific 伞 (san).
Some members of the Western press chose the more suitable (17th century) ‘parasol’ to describe the Gucci X Adidas offering, presumably not to offend both brands. But in China, no euphemistic efforts were discerned. The hashtag #售价11100元联名款雨伞不防水# (the collaboration umbrella sold for 11,100 yuan is not waterproof) started trending and quickly attracted more than 140 million views on Weibo alone. When the local media picked up the controversy, a Gucci spokesperson was quoted saying that the umbrella (I’ll just stick to this unambiguous word) “适合人们日常搭配造型，但并不建议当做日常晴雨伞使用 (is suitable for everyday styling, but is not recommended for daily protection from rain)”.
Now that it is clear the umbrella from the Gucci X Adidas collab was not conceived with inclement wet weather in mind, I wonder if it is still enticing to those for whom high-low pairings are their obsessions and the yushan and the rain are a pair made in heaven. Why had Gucci not considered what the French called en-tout-cas (or “in any case”), combination of umbrella and parasol! Truth be told, I am not impressed with the collaboration that Gucci describes to compose of “silhouettes inspired by collegiate style unfold through a retro colour palette and reimagined sports clubs’ uniforms”. How an umbrella with limited function fits into Adidas in a revivalist mood, materialised through retro-bent Gucci is rather beyond me. When in bed, two can have fun without, you know, climax.
Illustration: Just So