During the ongoing Milan Fashion Week, Gucci’s creative director, Sabato de Sarno, made a remarkable debut by unveiling an enthralling metaverse collection titled ‘Ancora,’ which translates to ‘yet’ or ‘even now.’ This collection immersively recreates the fashion event across various platforms, capturing the essence of joy, humanity, and inclusivity in life, with various items available for purchase.
Gucci, a luxury fashion brand under Kering, has creatively transformed the physical Milan Fashion Week into a virtual world within gaming platforms such as Roblox, Zepeto in South Korea, and QQ in China. This ensures that the sense of inclusivity extends to the metaverse. Unlike the real Milan runway, which faced last-minute venue changes due to rain, the metaverse versions proceeded as planned, bringing this digital vision to vibrant life.
Previously known as Gucci Town on Roblox since its launch in May 2022, Gucci Ancora has undergone enhancements, offering a meta-version of the physical Milan show’s location in the Brera district. In the 3D avatar world of Zepeto, Gucci’s Cruise runway show was live-streamed, allowing visitors to virtually shop at a Gucci store through avatars. Similarly, QQ hosted a screening for its Gucci community to engage in the event.