Own a bored monkey or a cool cat? You can outfit them for the metaverse in Gucci’s new digital workshop
With so many luxury brands scrambling to try NFTs and plant their flags in the metaverse, Gucci’s foray makes the most sense.
It starts at the top: Since taking office in 2015, creative director Alessandro Michele has guided Gucci, the biggest brand in the Kering portfolio, to the top echelon of fashion houses globally, with 11.02 billion dollars in revenue last year. He’s introduced in-house and fine jewelry lines, led the conversation with stellar campaigns, and delivered stunning collaborations with brands like North Face, Balenciaga, and the latest hot team with Adidas.
As a designer, Michele did more than just deliver phenomenal clothes – he created a self-contained fashion universe, blurring genre, time (is it retro or futuristic?), taste and color. He pitted nerdy against sexy and made surreal gestures, like sending models down the runway holding realistic versions of their own heads. It’s no wonder its next stop is the Metaverse.
Gucci has now partnered with 10KTF, a boutique that produces bespoke digital clothing and accessories for avatars in the metaverse city of New Tokyo. It’s a shrewd couple: 10KTF has a Gucci-level reputation for being cool in the NFT world.
According to the brand, the “10KTF Gucci Grail” collection is “for those who yearn to express their individuality through fashion in parallel digital worlds.” A limited number of fans can enter and interact with its experimental online space, the Gucci Vault (which also sells restored and refurbished vintage Gucci clothing).
Michele himself appears in this digital realm, as a shaggy dandy avatar. He designed digital outfits inspired by Gucci’s “Aria” and “Love Parade” collections. Crypto-rated, they were translated by 10KTF’s digital guru, Wagmi-san (this name is derived from the acronym for “We Are All Going To Make It”, a heart cry for the crypto community). New Gucci apparel is compatible with 11 of NFT’s most popular collections, including Bored Apes, World of Women and Cool Cats. So Michele now dresses celebrities like Jared Leto and dresses the famous monkey PFPs.
The brand’s previous metaverse release was February’s Supergucci, a digital collection of ten NFTs leveraging Gucci’s heritage, as well as extremely limited ceramic figurines released in conjunction with multimedia company Superplastic. If these ventures are any indication, Michele and Gucci are sure to continue blending and transforming physical and digital realities.
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