Milan Fashion Week Show Debuts On Roblox, Zepeto
Gucci, the luxury brand, has unveiled a metaverse recreation of its runway debut at Milan Fashion Week, titled “Ancora.” The collection, which means “yet” or “even now,” is described as a story of joy, passion, humanity, people, and real life, and is inclusive, welcoming everyone.
Italian company Kering has incorporated the Milan runway event into virtual experiences on gaming platforms Roblox, Zepeto, and QQ, ensuring inclusivity in the metaverse. The virtual versions of the event, unlike the real-life Milan runway, went smoothly in the digital realm, despite weather-related venue changes.
Gucci Town on Roblox, launched in May 2022, has been renamed Gucci Ancora and offers a meta-version of the show’s IRL location in Milan’s Brera district. Players interact with flat artwork, unlocking immersive quests and content like surprises, Easter eggs, and secret portals, transforming the experience into a unique and immersive experience.
(With inputs from Shikha Singh)
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