Gucci Unveils Milan Fashion Week in the Metaverse for its Debut
Gucci has introduced its new creative director with a unique twist, recreating its Milan Fashion Week runway show across three virtual platforms. On September 22, Gucci showcased its first runway show under the leadership of Sabato de Sarno, both in the physical world and on three major digital platforms: Zepeto, Roblox, and QQ.
The collection, named “Ancora,” meaning “encore” in Italian, was originally planned to take place near Milan’s prestigious fine arts university, Accademia di Brera. However, due to inclement weather, the show had to be moved indoors. Nevertheless, the virtual versions of the show retained the original concept and offered global access and engagement without being constrained by weather conditions.
On the Roblox platform, Gucci’s permanent experience underwent a transformation to replicate the physical location of the show in the Brera district. The fashion house also introduced three mini-games that allowed visitors to the virtual show to win limited edition rewards.
Similarly, the Zepeto platform live-streamed Gucci’s runway show and incorporated elements from Brera and the show into its Gucci Ancora space. Users on Zepeto could also purchase items from the physical show to dress their avatars through a virtual Gucci store.
In addition, the Chinese social platform QQ hosted a screening for its Gucci community to join in on the action.
Gucci has been making strides in the world of crypto, NFTs, and the metaverse in recent years. The brand first partnered with Roblox in 2021, releasing a digital version of its iconic Dionysus handbag on the metaverse gaming platform. The NFT accessories were initially priced at $6 each but saw their value soar to as high as $4,000, surpassing the cost of their physical counterparts.
In May 2022, Gucci announced that it would begin accepting cryptocurrency payments in at least five of its stores in the United States, with plans to expand the service to all 111 outlets in the US and Canada.
Furthermore, in March 2023, Gucci collaborated with Yuga Labs, the creators of the Bored Ape Yacht Club (BAYC), following the launch of the Gucci Vault Metaverse on another gaming platform, the Sandbox.
Gucci’s foray into the metaverse and its creative use of virtual platforms demonstrate the brand’s commitment to innovation and embracing new technologies to engage with its global audience.
