Style Gucci continues its journey into the digital world
Stylestyle

Gucci continues its journey into the digital world

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Andrea Tuzio

If there is one brand that is looking more closely than others at the digital and virtual world, which the Metaverse will make increasingly central to our lives, it is certainly Gucci.
Thanks to the 360° vision of its creative director Alessandro Michele, the Italian fashion house is expanding its horizons like very few other players not only in the fashion world.

Over the past year, Gucci has embarked on a wide-ranging marketing strategy, creating accessories and digital apparel for games and avatars, expanding its universe in the most economically viable directions. 
The landing in the gaming world with partnerships with Tennis Clash, The Sims, Genies, Roblox, Pokémon Go and Animal Crossing are a prime example. The gaming industry in fact reached $159 billion in revenue globally in 2020, to give you a yardstick the film industry earned $100 billion in 2019 – so pre-pandemic.
“It’s different, it’s inclusive, and in that sense, it’s a community akin to fashion. Games today have a strong correlation with the idea of self-expression”, said Robert Triefus, EVP of Gucci during the Vogue Business and TikTok Technology Forum held in March 2021. It’s a chance for gamers to express themselves and personalize their gaming experience even more, while at the same time Gucci is trying to bring home a new slice of audience and market that it wasn’t attracting before.

 
 
 
 
 
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Un post condiviso da SUPERPLASTIC® (@superplastic)

The latest collaboration of the maison in chronological order, which should also go in the digital direction, is the one announced a few days ago with Superplastic
With the phrase “welcome to tha fam” the brand specializing in the creation of digital characters, art toys and accessories and founded by the multifaceted entrepreneur – but also a writer, photographer and filmmaker, as well as having founded at least a dozen other companies including KidrobotPaul Budnitz, announced the joint venture with Gucci. Unfortunately the info ends here but the reception from fans has been crazy.

 
 
 
 
 
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Un post condiviso da Janky (@janky)

Superplastic has already made collaborations with the likes of J. Balvin, Fortnite, Gorillaz and many others and lately created a digital duo that has quickly become a global phenomenon, Janky & Guggimon, characterized by a real personality and a precise background. 

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Un post condiviso da Janky (@janky)

Janky is a self-proclaimed streetwear icon thanks to his raids through dumpsters looking for discarded clothes on movie sets and outside celebrity homes in Beverly Hills.

Guggimon is a fashion horror artist, axe collector, and DJ. While keeping his identity a secret due to social media anxiety, he has amassed a huge fan base.
The two live together at the House of Plastic located just outside of Brooklyn. Fans of the “evil” duo are obsessively addicted to their violent, provocative, and sometimes illegal content.

 
 
 
 
 
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Un post condiviso da Guggimon (@guggimon)

It’s very likely that the Superplastic x Gucci collaboration will result in accessories, toys and almost certainly one or more NFTs as well as a digital collection. We continue to see an escalation of collaborations that, after characterizing 2021, will continue to be a hallmark of contemporary fashion in this just begun 2022.

Stylestyle
Written by Andrea Tuzio
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