Gucci, the renowned Italian fashion house, unveiled its latest collection, “Ancora,” during Milan Fashion Week in a groundbreaking manner. The brand’s new creative director, Sabato de Sarno, orchestrated the fashion show not only in the physical world but also across three prominent digital platforms: Zepeto, Roblox, and QQ.
Originally planned to grace Milan’s prestigious Accademia di Brera, the event was moved indoors due to inclement weather. However, Gucci’s innovative approach allowed it to maintain the essence of the original show while granting global accessibility free from weather-related limitations.
On Roblox, Gucci’s permanent experience was redesigned to replicate the physical show’s Brera district location. Additionally, three mini-games were introduced, offering virtual attendees the chance to earn exclusive rewards.
The Zepeto platform live-streamed the Gucci runway show and incorporated elements from Brera and the physical event into its virtual Gucci Ancora space. Users were even able to purchase items featured in the physical show for their avatars from a virtual Gucci store.
In parallel, the Chinese social platform QQ hosted a special screening for its Gucci community, allowing them to participate in the fashion event virtually.
Gucci has been progressively exploring the realms of cryptocurrency, non-fungible tokens (NFTs), and the metaverse. The brand’s partnership with Roblox, initiated in 2021 with the release of digital versions of its iconic Dionysus handbag on the platform, was a significant step in this direction. These NFT accessories, initially priced at $6 each, saw their value soar to as high as $4,000, surpassing their physical counterparts.
Moreover, Gucci announced plans in May 2022 to accept cryptocurrency payments in a select number of U.S.-based stores, with intentions to expand this service to all 111 U.S. and Canadian outlets.
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