Gucci has introduced its new creative director with a unique twist, by bringing its Milan Fashion Week runway show to life on three virtual platforms.
On September 22, the Italian fashion powerhouse Gucci showcased its latest collection, “Ancora,” under the direction of new creative leader Sabato de Sarno. The show was presented both in the physical world and on three prominent digital platforms: Zepeto, Roblox, and QQ.
Originally planned to take place near the esteemed Accademia di Brera in Milan, the show had to be moved indoors due to inclement weather. However, the virtual versions of the show stayed true to the original concept, offering a global audience the opportunity to engage with the collection without any weather-related disruptions.
On Roblox, Gucci’s virtual experience underwent a transformation to mirror the physical location of the show in the Brera district. The fashion house also introduced three mini-games for visitors to the virtual show, providing them with the chance to win exclusive rewards.
Similarly, Zepeto live-streamed Gucci’s runway show and incorporated elements from Brera and the physical show in its Gucci Ancora space. Users were able to purchase items showcased at the physical show for their avatars from a virtual Gucci store.
In addition, the Chinese social platform QQ hosted a screening for its Gucci community to partake in the event.
Gucci has been making strides in the realms of crypto, NFTs, and the metaverse in recent years. Since 2021, the luxury brand has been collaborating with Roblox, releasing digital versions of its iconic Dionysus handbags on the metaverse gaming platform. Initially priced at $6, the NFT accessories saw their value skyrocket to as high as $4,000, exceeding the cost of their physical counterparts.
In May 2022, Gucci announced plans to accept crypto payments at select U.S. stores, with intentions to expand the service to all 111 outlets in the U.S. and Canada. Furthermore, in March 2023, Gucci partnered with Yuga Labs, the creators of Bored Ape Yacht Club (BAYC), following the launch of the Gucci Vault Metaverse on another gaming platform, the Sandbox.
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