Sabato de Sarno, the newly-appointed creative director at Gucci, took center stage at Milan Fashion Week on Friday for his inaugural runway presentation. However, the debut was not limited to the physical world alone, as it unfolded in tandem with two immersive experiences in the metaverse.
The new collection, titled “Gucci Ancora,” is a story of life’s joy, passion, humanity, and the collaborative energy of individuals. It aims to embrace inclusivity, making all feel not just invited but truly welcomed.
The driving force behind this move towards the metaverse was, undoubtedly, the brand’s commitment to inclusivity. Gucci chose to embark on this journey by collaborating with prominent metaverse platforms: South Korea’s Zepeto, Roblox, and China’s QQ.
On Roblox, Gucci Town, the virtual world launched by the brand in 2022 to enable global exploration of the House and its rich heritage, received a facelift. Now, the digital space showcases designs inspired by Gucci Ancora, offering a virtual replica of the Milan Fashion Week show’s physical location in the creative Brera district. The same change occurred on Zepeto.
These newly integrated experiences also allow visitors to participate in three interactive mini-games and earn limited-edition rewards.
Gucci’s foray into the metaverse is not a standalone effort. The iconic brand has previously demonstrated its commitment to providing immersive experiences for its fanbase, while also ensuring accessibility to its brand narrative and rich history.
In 2022, Gucci partnered with Superplastic, a global entertainment brand renowned for designer toys and digital collectibles, to create the “SuperGucci” NFT collection. During the same year, the House unveiled “Gucci Vault Land,” a metaverse experience on The Sandbox.
Recent developments also showcase Gucci’s dedication to merging art, technology, and fashion in innovative ways. In July 2023, a collaborative venture between Gucci and Christie’s resulted in a groundbreaking NFT auction that fused artistry and digital technology.
Additionally, at the end of that month, Gucci announced its intention to reward holders of its Vault Material NFTs with exclusive physical rewards.
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