Something uncanny – or, unheimlich – is happening in fashion. A shift of doppelgangers is playing with ideas of identity and our deepest, darkest fears surrounding dystopian technology, simulated realities and – the horror! – someone copying our outfit.
For Acne Studios’ autumn-winter 2023 campaign, Kylie Jenner was photographed alongside a replica of herself in dirty denim while last year, a Gucci campaign depicted a femme fatale Billie Eilish confessing her love to … Billie Eilish. Meanwhile, Kaia Gerber recently went face-to-face with a futuristic lookalike for Alexander McQueen’s cruise 2023 campaign, visibly haunted by her stylish simulacrum. Fashion is in its unheimlich era.
