High-end fashion brand Gucci takes customization to another level by creating a digital identity in an alternate virtual world created using the brand’s codes.
The luxury house has teamed up with virtual store 10KTF to launch the “10KTF Gucci Grail” project, a new NFT endeavor taking place in the brand’s experimental venue Vault.
For collectors
Digital costumes are tailored for collectors who already hold a PFP or an NFT profile “Picture for Proof,” which is used as a portrait or an expression of artistic and technological ability. Bored Ape, World of Women, and Cool Cats are just a few of the 11 collections chosen by the NFT.
Gucci’s creative director Alessandro Michele’s avatar travels through the New Tokyo metaverse, where he is invited to visit digital artisan Wagmi-san in his virtual shop. There, he creates two outfits in different colors that are inspired by the Aria and Love Parade collections, respectively, according to the project. The outfits are designated for people who wish to have a customized Gucci costume to wear in the parallel digital worlds, which are available for purchase.
A crystal ball icon, a gift donated by Michele to Wagmi-san, has been made available to three groups of people over the past few days: those who are PFP owners, those who are Gucci Vault community members on the Discord platform, and those who are “living” in New Tokyo, where Wagmi-san is based.
The magical globe
Those that redeemed the magical globe were allowed to view the clothes, select them, and obtain a personalized digital avatar depicting themselves in an all-Gucci appearance made in meta-atelier Wagmi-san.
On March 24, the last phase of the initiative will allow customers who own the crystal bowl to receive their PFP customized in the Gucci appearance of their choice.
Gucci emphasized that getting “customized virtual clothing” is a multi-step procedure, similar to the actual process of acquiring a designer product (which takes many fittings).
It’s all really timely. The first Metaverse Fashion Week, which includes catwalks, virtual retail outlets, immersive experiences, arty spaces with fashion and music, panel discussions, and other activities, begins Thursday on Decentraland, as previously reported.