Gucci Unveils Metaverse Recreation of Milan Fashion Week Show
New Gucci creative director Sabato de Sarno made his highly anticipated runway debut at Milan Fashion Week, and now the luxury brand has released a metaverse recreation of the event that can be experienced across various platforms. The collection, called “Ancora,” is described as a celebration of life, passion, humanity, and inclusivity. Gucci has translated the event into dedicated experiences on gaming platforms such as Roblox, Zepeto, and QQ to ensure that everyone can participate in the metaverse. Unlike the real-life runway show that had to be moved indoors due to rain, the metaverse versions proceeded as planned in the digital realm. Gucci Town on Roblox has been renamed Gucci Ancora and offers visitors an immersive experience in the show’s location in Milan’s Brera district.
Gucci’s Relationship with Roblox
Gucci’s partnership with Roblox began in 2021 when it launched a virtual Dionysus handbag for sale in the game. The initial price was 475 Robux (approximately $6), but demand was high, leading to resale prices reaching as high as $4,115. Elements from both the Brera district and the physical runway show are incorporated into the Gucci Ancora space on Zepeto, where avatars can explore looks from the show in a purpose-built theater. Zepeto also recently livestreamed Gucci’s Cruise runway show and hosted a virtual store where visitors could purchase items. QQ is hosting a screening for its Gucci community to enjoy the action.
Gucci’s Digital First Strategy
According to Gucci, a “Digital First” approach is essential to its business strategy. In addition to partnerships with gaming platforms, Gucci entered the Web3 space in 2021 with its first NFT auction through Christie’s. The brand has also collaborated with native NFT communities, including 10KTF through its Gucci Vault platform. In July, Gucci partnered with Christie’s again for an NFT sale featuring the work of digital artists. The brand continues to explore innovative ways to engage with its audience and embrace the digital landscape.
Hot Take: Gucci Expands Its Reach into the Metaverse
Gucci’s metaverse recreation of its Milan Fashion Week show demonstrates the brand’s commitment to inclusivity and embracing new digital platforms. By translating the event into experiences on gaming platforms like Roblox, Zepeto, and QQ, Gucci ensures that anyone can participate in the virtual fashion experience. This move not only allows Gucci to reach a wider audience but also showcases its willingness to adapt and experiment with emerging technologies. As the fashion industry continues to evolve, Gucci’s digital-first strategy positions it as a forward-thinking brand that understands the importance of engaging with consumers in virtual spaces.
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