Luxury fashion house Gucci is diving deeper into Web3 and the metaverse—and it’s doing so in collaboration with Bored Ape Yacht Club creator Yuga Labs.

Gucci today teased out an alliance on Twitter, using an image (above) that shows Gucci and Yuga Labs branding on a bottle that was previously seen in the trailer for Otherside, Yuga’s upcoming Bored Ape-themed metaverse game.

“Continuing to explore the Metaverse, the House comes together with Yuga Labs,” tweeted Gucci. “Stay tuned as a new narrative takes shape, blurring the boundaries between the physical and digital.”

Details of the deal are relatively scarce, with the CEO of Gucci Vault and metaverse ventures Robert Triefus telling The Business of Fashion that the tie-up will give the fashion label “an active role in Otherside and 10KTF’s continuing narrative.”

A Yuga Labs representative told Decrypt

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Author: Liam J. Kelly,Andrew Hayward

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