Enter the Gucci universe.
Italian powerhouse, Gucci, has announced the launch of its ” Gucci Sneaker Garage”, a digital platform entirely dedicated to the House’s eclectic sneakers and their digital counterparts.
Bringing together a mix of storytelling, gaming and user-generated content, the section will also house the first virtual sneakers ever imagined and designed by Creative Director Alessandro Michele: the Gucci Virtual 25. Gamers will be able to purchase the 80s’ inspired silhouette by exploring the virtual environments through digital personas. The footwear will also be available on Aglet, where they will launch together with the full spectrum of the House’s sneakers, and are wearable on the popular immersive platforms Roblox and VRChat through game patches included in the purchase, along with additional customized contents.
Users will also be able to customise their own model, tweaking, hybridizing and combining elements from the existing designs, allowing users to “bring their self-expression to post-physical and unexplored territories.”
Leading the platform is a group of artists, including Helen Kirkum, Michael Cutini, Mattias Gollin, Rudy Lim, Bodega Rose, Haram With Sugar, Ghica Popa, Jemma Mason, Christopher Chan, Pix Sellers, Delphine Dénéréaz, and long-time Friend of the House Trevor Andrew – all of whom offered up their own creative takes on the brand’s most recognisable footwear staples.
The launch follows the fashion house’s previous work – such as its series of 8-bit arcade games and partnerships with Snap Inc. on Try-On Snapchat Lenses, with the global e-sports entertainment organization Fnatic, and with the world’s favourite mobile tennis game: Tennis Clash.