Gucci, a name synonymous with luxury fashion, has boldly embraced the digital frontier, setting new standards for the fashion industry's presence in the metaverse. Despite a change in creative leadership and the departure of Robert Triefus, the former CEO of Gucci Vault and Metaverse Ventures, in April, the fashion powerhouse's commitment to Web3 remains unwavering. Under the guidance of new creative director Sabato de Sarno, Gucci made a stunning runway debut at Milan Fashion Week, and the luxury giant has unveiled an ambitious metaverse recreation of the event, open to all across multiple platforms.
The collection, aptly named "Ancora" (meaning "yet" or "even now"), is more than just a fashion statement; it's a narrative of life's joys, passions, and inclusivity—a testament to the brand's commitment to welcoming everyone. In conjunction with De Sarno's inaugural collection, Gucci introduced "Gucci Ancora" activations on Roblox, Zepeto, and QQ, reaching gamers worldwide with its fresh creative vision. Users can step into a virtual rendition of the Gucci Ancora show, faithfully recreating the original outdoor location in Milan's Brera district. Within this digital realm, avatars have the opportunity to view the IRL collection from the comfort of a virtual theater.
Gaming has become a cornerstone of Gucci's Web3 strategy, with initiatives like Gucci Town and Gucci Garden attracting a staggering 53 million users, according to metaverse data platform Geeiq. This dedication to gaming has culminated in dedicated experiences on platforms like Roblox, Zepeto, and QQ, extending the brand's inclusivity to the metaverse. Remarkably, while the physical Milan runway faced challenges due to inclement weather, the metaverse versions proceeded without a hitch in the digital realm.
Roblox players can engage with two-dimensional artwork that, when interacted with, unlocks immersive quests leading to real-world show elements and exclusive content. Gucci's relationship with Roblox began in 2021, with the brand's virtual Dionysus handbag taking center stage in a digital accessory sale. Originally priced at 475 Robux (approximately $6), this digital item witnessed unprecedented demand, with resale prices surging to over $4,115—exceeding the cost of its physical counterpart.
Gucci's innovative foray into the metaverse demonstrates the luxury industry's readiness to embrace new digital horizons, transcending traditional fashion boundaries and creating immersive experiences for a global audience.
