In a groundbreaking move, Gucci's Milan Fashion Week show was recently livestreamed on both Roblox and Zepeto, two popular metaverse platforms. This marks the first time that a major luxury fashion house has debuted a new collection in the metaverse, and it represents a significant milestone in the convergence of fashion and technology.
The Gucci show on Roblox took place in Gucci Town, a permanent virtual experience that launched in May 2022. Gucci Ancora, as the space was renamed for the show, featured a newly refined design that transported visitors to a meta-version of the show's IRL location in Milan's creative Brera district.
On Zepeto, the show was hosted in a crimson theater setting, where avatars could explore the outfits showcased during the event. Gucci also partnered with China's QQ to host a screening of the show for its community.
The show itself was a dazzling display of Gucci's latest collection, which was inspired by the joy of life, passion, humanity, people, and real life. The collection was also described as inclusive, welcoming everyone.
Gucci's decision to debut its new collection in the metaverse is a sign that the luxury fashion industry is finally taking the metaverse seriously. As more and more people spend time in virtual worlds, fashion brands are recognizing the need to create immersive and engaging experiences for their customers in these spaces.
The Gucci show on Roblox and Zepeto was a resounding success, with millions of people tuning in to watch. The show was also praised for its inclusivity and accessibility, as it allowed anyone with an internet connection to experience the latest fashion trends.
Gucci's metaverse debut is just the beginning. As more and more fashion brands enter the metaverse, we can expect to see even more innovative and exciting experiences in the future.
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