KEY POINTS
Gucci continues its foray into the metaverse, announcing its latest venture set to debut on Apple Vision Pro virtual reality (VR) headsets.
As per an X (Twitter) post, Gucci will present an immersive rendition of “Who is Sabato De Sarno? A Gucci Story” on the headset. Directed by Ariel Schulman and Henry Joost, and narrated by brand ambassador Paul Mescal, the short film delves into the pivotal moments that defined the “Gucci Ancora” show.
The documentary showcases never-before-seen footage unveiling Sabato De Sarno, an Italian designer and creative director of Gucci since 2023, as he articulates his vision for the brand.
The film will be accessible through the Gucci App for Apple Vision Pro starting April 3, 2024.
Gucci Ancora captivated audiences at Milan Fashion Week last year, marking De Sarno’s debut on the runway. Described as “a story of life’s joy, passion, humanity, and the collaborative energy of individuals,” the show made waves not only in the physical world but also in the metaverse.
The fashion house collaborated with leading metaverse platforms, including Zepeto, Roblox, and China’s QQ, to virtually showcase designs inspired by Gucci Ancora. It offered a virtual replica of the Milan Fashion Week show’s venue in Milan’s creative Brera district.
Gucci boasts a history of exploring Web3 experiences, being among the pioneers in the luxury fashion domain.
In November 2023, the brand launched “Gucci Cosmos Land,” an immersive metaverse experience hosted on The Sandbox platform. This virtual journey delved into the brand’s rich heritage and origins.
In earlier initiatives, Gucci joined forces with Superplastic, a global entertainment brand recognized for designer toys and digital collectibles, to introduce its inaugural non-fungible token (NFT) collection — “SuperGucci” in 2022. In the same year, the House unveiled “Gucci Vault Land,” its first metaverse experience on The Sandbox platform.
