Gucci

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Gucci has welcomed its new creative director by reenacting its Milan Fashion Week runway show across three virtual platforms. 
On Sept. 22, Italian fashion house Gucci had its first runway <a href="https://www.voguebusiness.com/technology/gucci-brings-sabato-de-sarnos-big-debut-to-three-metaverse-worlds" target="_blank" rel="noopener noreferrer nofollow">show</a> under new creative director Sabato de Sarno both in the real world and on three major digital platforms: Zepeto, Roblox, and QQ. 
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 Discover the Roblox experience <a href="https://t.co/evQokRBBE6" target="_blank" rel="noopener noreferrer nofollow">https://t.co/evQokRBBE6</a> <a href="https://t.co/876eM6G1Vt" target="_blank" rel="noopener noreferrer nofollow">pic.twitter.com/876eM6G1Vt</a>— gucci (@gucci) <a href="https://twitter.com/gucci/status/1705311145274614255?ref_src=twsrc%5Etfw" target="_blank" rel="noopener noreferrer nofollow">September 22, 2023</a> 
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The collection, named “Ancora” — Italian for an encore — was initially slated to take place near Milan’s prestigious fine arts university, Accademia di Brera. Still, bad weather forced organizers to move the show indoors.&nbsp; 
Nonetheless, its virtual versions kept the original concept and allowed global access and engagement free from weather constraints. 
On the Roblox platform, Gucci’s permanent <a href="https://www.roblox.com/games/7830918930/Gucci-Ancora-Fashion-Show" target="_blank" rel="noopener noreferrer nofollow">experience</a> underwent a facelift to mimic the physical location of the show in the Brera district. The fashion house also made three mini-games available to visitors to the virtual show, allowing them to win limited edition rewards. 
 You might also like: <a href="https://crypto.news/robbie-williams-to-debut-in-metaverse-with-lightcycle/" rel="noopener noreferrer nofollow"> Robbie Williams to debut in metaverse with LightCycle </a> 
Similarly, the Zepeto platform live-streamed Gucci’s runway show and accommodated elements from Brera and the show in its Gucci Ancora space. Users could also purchase items from the physical show for their avatars from a virtual Gucci store.&nbsp; 
On its part, the Chinese social platform QQ hosted a screening for its Gucci community to join in on the action. 
In recent years, the high-end luxury brand has made inroads into crypto, NFTs, and the <a href="https://crypto.news/miley-cyrus-becomes-guccis-first-celebrity-avatar-on-metaverse-platform-roblox/" target="_blank" rel="noopener noreferrer nofollow">metaverse</a>. It had partnered with Roblox since 2021, when it released a digital version of its iconic Dionysus handbag on the metaverse gaming platform. Initially selling for $6 per piece, the non-fungible token (NFT) accessories saw their prices rise to as high as $4,000, <a href="https://hypebeast.com/2021/5/virtual-gucci-bag-roblox-resale" target="_blank" rel="noopener noreferrer nofollow">surpassing</a> even the cost of their physical counterparts. 
In May 2022, the company <a href="https://crypto.news/gucci-crypto-payments-us-stores/" target="_blank" rel="noopener noreferrer nofollow">announced</a> it would start accepting crypto payments in at least five U.S.-based stores, aiming to expand the service to all 111 outlets in the U.S. and Canada. 
Likewise, in March 2023, Gucci <a href="https://crypto.news/gucci-dives-into-web3-with-its-recent-yuga-labs-partnership/" target="_blank" rel="noopener noreferrer nofollow">partnered</a> with Bored Ape Yacht Club (BAYC) creators Yuga Labs following its launch of the Gucci Vault Metaverse on another gaming platform, the Sandbox. 
 Read more: <a href="https://crypto.news/metaverse-poses-unprecedented-privacy-threats-report-says/" rel="noopener noreferrer nofollow"> Metaverse poses ‘unprecedented’ privacy threats, report says </a>

Gucci premieres Milan Fashion Week in the metaverse

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