Duce. A vivid example of the conceptual brand, frankly exploiting some fascist ideas, the fashion for which is clearly now becoming stronger. The epigraph to the advertising texts is an ambiguous quote from the revelations of former Italian Prime Minister Silvio Berlusconi: "Mussolini did not kill people, but simply sent them on vacation!".

The very advertising texts are completely transparent: "Duce - a symbol of unity, strength and justice! Duce-style of new leaders! Leaders who are conscious of their mission and represent the people moving forward. Such a leader must speak great words, encourage people to do great things and great ideas. People free, strong, bright and able to fight! For struggle is the source of all things, therefore all life is full of contrasts: love and hatred; White and black; day and night; good and evil; And until these contrasts come to equilibrium, struggle as the highest fatalism will always be the basis of human nature. In the end, it's good that this is so. Today there is a military, economic, ideological struggle, but the day when we would no longer fight would be a day of melancholy, end, destruction. However, this day will not come. If we now return to the world, Tranquility and silence, then the struggle against the current trends of the present dynamic period would begin. We must prepare for new surprises, for a new struggle. We represent moral and spiritual strength. We must have the spirit, and morality, which gives strength to our decisions and compelling obedience. We do not believe in a single solution, be it economic, political or moral; We do not believe in a straightforward solution to life's problems, for life is not straightforward, it can never be reduced to a limited segment of primary needs. We deny the possibility of a materialistic understanding of "happiness," we deny equality: "welfare-happiness," which would turn people into cattle, thinking of one thing: being content and saturated, that is, limited to simple and purely plant life. Our idea is the will to power and domination!

Duce-dictatorship of style! " Of course, the portrait of Benito Mussolini is present on the branded packaging and certificates. In connection with the generally accepted in civilized countries taboo on the swastika, the design of products exploited the theme of Roman imperial symbols, but stylized in such a way as to evoke obvious associations with the heyday of the fascist dictatorships of the twentieth century. Some ornaments (eg cufflinks "Duce") openly copy the stylistics of the uniform rings of SS officers.


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