New Gucci creative director Sabato de Sarno made his eagerly anticipated runway debut at Milan Fashion Week on Friday—and now the luxury giant has unveiled a metaverse recreation of the event that anyone can experience across multiple platforms.

The collection, entitled “Ancora” (meaning “yet” or “even now”), is described by the brand as “a story of joy of life, of passion, of humanity, of people, of real life”—as well as “inclusive, as in everyone is welcomed.”

The Kering-owned Italian powerhouse has translated the event into dedicated experiences playing out on gaming platforms Roblox, South Korea’s Zepeto, and China’s QQ, ensuring that the aforementioned sense of inclusivity expands also to the metaverse.

Unlike the real-life Milan runway, which took place indoors following a last-minute venue change due to torrential rain, the metaverse versions went off as planned in the digital realm.

Gucci Town on Roblox, the House’s permanent experience that launched in May 2022, has been renamed Gucci Ancora and features a newly refined design that transports visitors to a meta-version of the show’s IRL location in Milan’s creative Brera district.

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Author: Stephanie Hirschmiller

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