The first runway presentation by Gucci’s new creative director, Sabato de Sarno, is currently available online.
At Milan Fashion Week on Friday, new Gucci creative director Sabato de Sarno made his much-awaited runway debut, and the luxury brand has now released a metaverse reproduction of the event, which can be experienced by anybody across several platforms.
The brand says that the collection, called “Ancora” (which means “yet” or “even now”), is “a story of joy of life, of enthusiasm, of humanity, of people, of real life” and that “everyone is welcome.”
The Italian powerhouse, owned by Kering, has created immersive experiences for the event on Roblox, Zepeto in South Korea, and QQ in China, guaranteeing that the spirit of acceptance and acceptance extends into the virtual world as well.
The actual Milan runway had to be moved inside at the last minute due to heavy weather, but its virtual counterpart went ahead without a hitch in the metaverse.
The House’s permanent experience, Gucci Town on Roblox, premiered in May 2022; it has since been rebranded as Gucci Ancora and updated to take players to a meta-equivalent of the show’s actual site in Milan’s artistic Brera neighborhood.
Roblox users may uncover the real-world show’s components and other material by interacting with the artwork in the game, which will lead them to “surprises, Easter eggs, and secret portals.”
The partnership between Gucci and Roblox dates back to 2021. While the iconic Jackie purse was the showstopper on the Milan runway on Friday, Gucci introduced the Dionysus handbag as part of an online sale of its distinctive accessories at the time.
Demand skyrocketed despite an initial retail price of 475 Robux (about $6). After being traded, the products fetched as much as $4,115, much over the original purchase price of $3,400.
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