Sabato de Sarno, Gucci’s newly appointed creative director, made his much-awaited catwalk debut at Milan Fashion Week, showcasing the premium label’s “Ancora” collection. This historic event did not remain in the physical world; Gucci moved into the metaverse, creating a digital reproduction of the fashion show that is available across many platforms. According to the designer, the “Ancora” collection, which translates to “yet” or “even now,” is more than simply fashion; it’s a story about the joy of life, passion, humanity, and inclusivity.
Gucci Ancora enters the metaverse
Gucci has purposefully designed this collection to be inclusive of all people, ensuring that its appeal transcends beyond the domain of fashion. In an audacious move, the designer moved the fashion show into the metaverse, making it more accessible to a larger audience. The luxury fashion label has collaborated with gaming platforms like Roblox, Zepeto in South Korea, and QQ in China to develop dedicated metaverse experiences that mimic the actual runway show. Unlike the real-life Milan runway event, which had to be moved indoors owing to severe rain, the metaverse versions went down without a hitch, unfolding in the digital realm perfectly. Gucci Town, the brand’s long-standing presence on Roblox, has undergone a makeover.
It has been renamed “Gucci Ancora,” and it now has a streamlined design that transfers viewers to a virtual recreation of the show’s actual setting in Milan’s innovative Brera area. Within this virtual universe, Roblox players may interact with flat artwork, earning immersive missions that provide them access to elements from the actual show as well as additional exclusive material. The fashion label’s cooperation with Roblox began in 2021, when they released a virtual Dionysus purse. Originally priced at 475 Robux (about $6), demand for these digital items skyrocketed, with resale prices exceeding the cost of the real-world equivalent.
Digital transformation continues for fashion brand
Elements from both the Brera area and the runway presentation have been incorporated into the designer’s redesigned Zepeto metaverse setting. In a specialized theater, avatars can experiment with looks from the physical show. Zepeto had previously livestreamed Gucci’s Cruise runway show and held an avatar version of the event, where spectators could purchase virtual goods. This fusion of the actual and virtual worlds exemplifies Gucci’s dedication to creating unique fashion experiences. Gucci’s metaverse expansion also includes QQ, a prominent Chinese site. It is arranging a screening event where members of the community can immerse themselves in the excitement of Milan Fashion Week.
Gucci’s entry into the metaverse and gaming platforms is in line with the company’s “Digital First” objective and “test and learn” business philosophy. This forward-thinking approach demonstrates the brand’s ambition to remain at the forefront of the fashion business by embracing digital technologies and communicating with a younger, tech-savvy clientele. Gucci made its first foray into the world of Web3 with the auction of their maiden NFT through Christie’s in 2021. Since then, the company has used its Vault platform to build agreements with native NFT communities such as 10KTF.
In July, the fashion brand teamed up with Christie’s once more to showcase the work of top digital artists, including Iskra Velitchkova. The generative algorithm that was based on the Bamboo 1947 bag served as an example of Gucci’s commitment to utilizing cutting-edge technology in the fashion industry. The brand’s involvement in the metaverse, along with its investigation of NFTs and digital art, demonstrates its commitment to remaining a leader in the ever-changing fashion landscape. Gucci hopes to revolutionize fashion experiences while simultaneously ensuring its relevance in a digital-first society by embracing the metaverse and Web3 technology.