Gucci's Metaverse Strategy: Digital Fashion Insights

Gucci digital fashion showcase in the metaverse

Intro

In recent years, the intersection of fashion and technology has never been more pronounced. Today, even the most prestigious luxury brands, like Gucci, are stepping into the digital spotlight, hedging their bets on the metaverse to not only showcase their creativity but also to capture a new wave of consumers. This movement dives deep into the uncharted waters of digital fashion and consumer engagement, and it’s crucial to analyze how Gucci is navigating this evolving landscape.

As we journey through this discussion, we’ll uncover the strategies that the brand employs within this online realm, highlighting its potential to reshape the luxury market. With the metaverse being a canvas where designers can paint their visions without the traditional confines of physical materials, it raises important questions: How can luxury brands like Gucci maintain their identity while adapting to this new reality? What are the challenges they face, and how do they harness opportunities?

This exploration not only shines a light on Gucci's tailored strategies but also provides valuable insights for investors, educators, and tech professionals. The synergy between the physical and digital worlds presents a unique narrative that goes beyond mere sales; it’s about branding, consumer engagement, and the future of fashion.

As we embark on this analysis of Gucci's engagement with the metaverse, expect to gather perspectives on market trends, innovative partnerships, and insights that will shape the discourse in both luxury and technology sectors.

Prologue to the Gucci Metaverse

Gucci's gradual entry into the metaverse signifies more than just a new chapter in digital fashion. It melds traditional luxury with forthcoming technological realities, inviting stakeholders—including investors, educators, and tech professionals—to take notice. This introduction serves as the launchpad to explore the intricate connections between Gucci's elaborate brand legacy and the conceptual framework of the metaverse.

Definition and Importance

The metaverse, often described as a collective virtual space, is where digital realms intersect with social interactions, commerce, and user-generated content. Understanding its nuances empowers brands like Gucci to cultivate new consumer connections. The significance lies in its potential to revolutionize how fashion is marketed and consumed, especially amongst tech-savvy audiences.

Defining the metaverse also necessitates the acknowledgment of its importance for brands looking for sustainability in shifting markets. Here’s why:

Innovative Engagement: It provides brand new ways of reaching consumers, moving beyond physical campaigns. Imagine an online community where customers could try on items virtually before purchasing them.
Brand Evolution: The metaverse is not merely a digital extension; it’s a transformative platform. Gucci, with its rich history, can harmonize its legacy with forward-thinking digital experiences.
Economic Potential: Digital fashion, in tandem with cryptocurrency transactions, opens avenues for new revenue streams. Investors see this landscape as fertile ground for growth.

Understanding the metaverse is akin to understanding the Industrial Revolution—a beautifully chaotic shift toward innovation and opportunities.

Gucci's Brand Legacy

Diving into Gucci’s legacy unearths a tale entwined with opulence, craftsmanship, and a bold, avant-garde approach that often made waves in the fashion industry. Established in Florence during 1921, Gucci distinguished itself with quality leather goods and a unique flair for the dramatic. The iconic double-G logo is more than just a moniker; it’s a symbol of luxury recognized globally.

Guarded yet adaptable, Gucci’s brand has weathered the storms of change while maintaining its status among haute couture giants. Its story is pockmarked with innovative designs and marketing strategies that have redefined expectations. As the dialogue around digital fashion grows, this legacy shapes how the brand positions itself within virtual spaces.

Key elements of Gucci's brand attributes include:

Artistic Vision: The brand continually bends the norms of traditional fashion, embracing bold prints and unique silhouettes.
Cultural Resonance: Collaborations with contemporary artists and influencers showcase Gucci's commitment to cultural dialogue.
Sustainability: With an increasing emphasis on eco-friendly practices, Gucci aims to align its identity with a more conscientious consumer base.

Ultimately, as Gucci ventures into the metaverse, the integration of its storied past with a promise of future innovation signifies its ambition to not just participate but also lead the way forward.

The Concept of the Metaverse

Understanding the metaverse is crucial, especially for luxury brands like Gucci. It isn't just a trend or a fleeting tech phenomenon; it represents a fundamental shift in how society interacts with digital spaces. By grasping the essence of the metaverse, businesses can better align their strategies to thrive in an environment where the lines between reality and the digital world continue to blur.

Understanding Digital Realities

Digital realities include online platforms where users can create, interact, and engage without the constraints of physical limitations. We can think of the metaverse as a gigantic digital playground where users travel from experience to experience. This concept isn't confined to virtual reality or augmented reality; it encompasses various formats such as video games, social media, and immersive environments that allow users to dress up avatars, attend events, or simply explore.

Moreover, digital realities provide unique opportunities for brands to embed themselves within people's daily lives. For instance, imagine attending a virtual Gucci fashion show via your avatar, sitting front row just like you would in real life. This merges the allure of luxury fashion with a digital engagement, offering fans something that goes beyond mere products to embrace an experience.

Key Characteristics of the Metaverse

While the metaverse is multifaceted, several characteristics stand out:

Persistence: The experiences in the metaverse continue to exist and evolve, regardless of each user's presence. This means Gucci's digital initiatives remain accessible, providing ongoing interaction opportunities.
Interactivity: As users inhabit these virtual worlds, they engage with content and other users in real-time, making participation feel genuine and alive.
User-Generated Content: The metaverse thrives on its users. Individuals can create and share their own content, such as outfits for their avatars or entire virtual boutiques, that can contribute to the larger community environment. Gucci could tap into this creativity by allowing fans to co-design exclusive pieces.
Synchronicity: Events and activities occur in real-time, allowing for simultaneous interactions among users. This could manifest in live fashion shows hosted by Gucci, where fans around the globe share their thoughts and experiences immediately.
Decentralized Ownership: The blockchain technology behind the metaverse allows for the ownership of digital assets, such as Gucci's virtual items. Users can buy, sell or trade these assets, adding a layer of economic interaction.

In summary, understanding both digital realities and the fundamental characteristics of the metaverse is vital for appreciating how Gucci and other luxury brands can innovate their strategies. The metaverse isn't merely an extension of online retail; it signifies a new frontier in consumer experience that merges tradition with cutting-edge technology, reshaping how luxury fashion could be presented and consumed in the coming years.

Virtual collaboration between Gucci and digital artists

"The metaverse isn't a place; it's a collection of experiences stitched together, forming a tapestry of interaction and creativity that transcends boundaries."

For deeper insights, check resources like Wikipedia's Metaverse or insightful discussions on Reddit’s tech forums.

As we venture further into our exploration of Gucci's integration into the metaverse, it's clear that grasping these core concepts is more than just academic; they hold real implications for how luxury brands navigate this burgeoning digital landscape.

Gucci's Digital Fashion Initiatives

As digital landscapes continually evolve, Gucci emerges at the forefront of fashion's transformation within the metaverse. This shift isn't merely a trend; it signifies a pivotal moment in how luxury brands interact with consumers. Gucci's foray into virtual realms enhances its brand presence while also catering to an audience that increasingly seeks authentic and immersive experiences. This section delves into the brand’s digital fashion initiatives, exploring how these strategies not only redefine luxury but also engage a new wave of consumers.

Virtual Clothing and Accessories

Gucci's approach to virtual clothing and accessories is not just about creating digital replicas of physical items. Instead, it’s a quest to craft unique experiences that resonate in the virtual space. With collections tailored for avatars and digital environments, Gucci conveys its essence through pixelated fashion, ensuring that virtual wearables embody the same elegance and allure as their physical counterparts.

"The metaverse offers us a canvas that transcends physical limits, allowing our creations to reach new heights of imagination," remarks a senior designer at Gucci.

The importance of this initiative lies in the numerous benefits it presents:

Market Reach Expansion: By designing virtual garments, Gucci taps into a global audience of gamers and digital enthusiasts, broadening its consumer base.
Sustainability Considerations: Digital fashion greatly reduces the environmental toll linked to traditional production. By creating virtual collections, Gucci contributes to a more sustainable model, resonating with eco-aware consumers.
User-Generated Content: Allowing consumers to customize avatars with Gucci items fosters personal connections. This blend of user-generated creativity and brand identity enriches the brand’s digital narrative.

Gucci’s virtual garments are available through platforms like Roblox and Fortnite, where users can dress their avatars in high-fashion items. This not only sparks engagement but also mirrors the brand’s commitment to innovation without diminishing its luxury status.

Collaborations with Digital Artists

The collaboration between Gucci and digital artists signals a shift in creative partnerships within the fashion industry. These collaborations are rooted in the acknowledgment that the metaverse is not just an extension of marketing strategies but a space for collective creativity. By partnering with talented digital artists, Gucci taps into fresh perspectives and innovative designs that resonate with a tech-savvy audience.

Such partnerships can yield products that are unlike anything found in physical stores, thus reinforcing Gucci's position as a trendsetter. Noteworthy collaborations with artists have resulted in:

Unique NFTs: Gucci has ventured into the realm of non-fungible tokens, releasing exclusive digital art linked to physical pieces or standalone digital fashion items. These NFTs carry authenticity and rarity, appealing to collectors.
Interactive Campaigns: Engaging users through interactive arts showcases the brand in a vibrant new light, fostering a dynamic relationship between the brand and its audience.
Cultural Commentary: Collaborating with diverse artists allows Gucci to reflect on contemporary themes and cultural narratives, ensuring its relevance in global discussions.

As they craft intriguing and immersive experiences, Gucci builds a community of dedicated followers ready to explore its universe. The melding of traditional luxury with avant-garde artistry illustrates not only adaptability in a changing market but also a commitment to embracing the future.

In summary, Gucci's digital fashion initiatives are not merely about keeping up with trends; they represent a deep-seated strategy of engagement, innovation, and sustainability, appealing to both existing and prospective consumers in a fast-paced digital world.

Consumer Engagement in Virtual Spaces

Engaging customers effectively in the metaverse is no small feat, particularly for a brand like Gucci, known for its high-end luxury positioning. When discussing Gucci’s presence in virtual spaces, it’s crucial to understand that this engagement isn't just about flashy products. It’s about creating immersive experiences that resonate with consumers on an emotional level. As the digital world expands, the barriers between consumers and brands erode. Gucci's strategy here resonates with the idea that shopping is as much about the experience as it is about the product.

Here are some specific elements regarding Gucci's consumer engagement:

Personalization: In virtual spaces, personalization takes the front seat. Gucci can analyze consumer data in real-time to tailor experiences that match individual preferences. For instance, a user could virtually try on a jacket and receive style recommendations immediately, enhancing their overall experience.
Gamification: Engaging consumers through interactive and playful elements—like games or challenges—makes the shopping experience more enjoyable. Picture this: hunting for virtual accessories in a digital treasure hunt designed by Gucci. This strategy not only retains attention but also fosters brand loyalty.
Innovative Storytelling: The metaverse offers a novel canvas for storytelling. Gucci can showcase the history of its products through interactive narratives or guide users through the brand’s heritage, thereby connecting the digital experience to its illustrious past.
Accessibility: Engaging consumers in virtual environments also allows broader access to luxury goods without physical barriers. Those who may not have direct access to Gucci boutiques in the real world can still explore offerings and engage with the brand on a digital platform.

In essence, building a meaningful connection with consumers in the metaverse enhances brand loyalty and broadens market reach, setting the stage for enduring customer relationships.

Interactive Experiences

Interactive experiences are at the cornerstone of Gucci's consumer engagement strategy in the metaverse. They transform passive viewing into active participation, inviting consumers to become a part of the brand narrative. For instance, users might be able to attend a virtual fashion show, fully immersing themselves in an experience akin to the real-life event but from the comfort of their living rooms. This kind of participation can create unique memories associated with the Gucci brand, far exceeding a traditional retail experience.

Key aspects of interactive experiences include:

Virtual Try-Ons: Utilizing augmented reality, consumers can virtually wear Gucci products before making a purchase, creating a bridge between desire and reality. This not only enhances consumer satisfaction but also reduces return rates.
Live Events: Organizing virtual events where fans can gather, listen to discussions or attend concerts sponsored by Gucci elevates community spirit and allows direct engagement between the brand and its consumers.

The goal is to create a seamless flow of interaction, drawing consumers in and making them feel prominent within the Gucci universe.

Building Community in the Metaverse

Conceptual representation of luxury in digital realms

Building a community in the metaverse can be likened to nurturing a garden; it requires time, care, and the right environment to flourish. Gucci seems to understand this well. By fostering community connections, the brand is not just selling products; they are cultivating a lifestyle and shared experience.

The key elements of community building in this context include:

Shared Values: Gucci can appeal to consumers who share similar beliefs about sustainability or art, creating a sense of belonging. Initiatives promoting eco-friendly digital fashion can resonate with like-minded individuals.
User-Generated Content: Encouraging consumers to create content related to Gucci's virtual offerings promotes engagement. Imagine a virtual runway where users showcase their style interpretations using Gucci pieces—this empowers consumers and amplifies their commitment to the brand.
Collaboration with Digital Creators: Partnering with digital artists for events or product designs fosters a vibrant community, showcasing diverse perspectives and talents while also boosting the allure of Gucci's digital space.

Gucci's conscious effort to build and maintain connectivity among its consumers in virtual territories allows for a richer, more engaging brand experience, ensuring that its presence in the metaverse is not just a fleeting moment but a sustainable venture into the future.

Advertising Strategies in the Metaverse

As more brands dip their toes into the metaverse, Gucci stands out, navigating this uncharted territory with a strategic finesse that’s both intriguing and ambitious. The metaverse isn’t just another marketing channel; it represents an entirely new platform for consumer engagement that’s dynamic and immersive. This section explores how Gucci’s advertising strategies leverage the distinct characteristics of digital environments to foster brand loyalty and drive consumer interactions.

Innovative Marketing Campaigns

When it comes to innovative marketing campaigns, Gucci has been ahead of the curve, cleverly integrating its offerings into the virtual landscape. A significant part of this strategy involves developing unique, limited-edition virtual items that replicate the exclusivity of real-world luxury. These campaigns are not merely for show; they aim to create a buzz that translates into consumer interest and can potentially drive sales in both digital and physical realms.

Gamification: Gucci’s collaborations with popular online games, such as Roblox, illustrate gamification in action. Here, players can purchase virtual clothing that cannot be obtained anywhere else, enticing a younger, tech-savvy demographic.
Experiential Advertising: Beyond just flashy ads, Gucci is engaging consumers through interactive experiences. They’ve hosted virtual fashion shows where participants can dress their avatars in Gucci’s latest collections, allowing for personal expression while educating consumers about the brand.

This convergence of gameplay and luxury is not just a novelty; it represents a forward-thinking approach to reaching a broader audience who values experiential connections as much as the product itself.

Influencer Partnerships

In the digital age, influencers are akin to modern-day celebrities, possessing a magnetic pull on their followers. Gucci’s partnerships with key influencers and digital creators exemplify a strategic approach to harnessing this influence for brand promotion.

Building relationships with well-known figures in various digital circles transforms marketing into a more organic engagement. These partnerships often yield:

Authenticity: When influencers showcase Gucci products, it's less about hard selling and more about genuine recommendations. Their followers trust them, bridging the gap between consumer and brand.
Diverse Audiences: By collaborating with diverse influencers, Gucci effectively taps into various subcultures and communities, expanding their reach. Influencers in gaming, fashion, or lifestyle bring a unique angle that resonates differently with their audience, enhancing Gucci’s visibility across multiple demographics.

“Working with influencers allows Gucci to stay relevant in a landscape that changes quicker than a snap of the fingers.” This adaptability is vital in maintaining allure in a saturated market.

Through creative campaigns and strategic partnerships, Gucci not only promotes products but also builds a community centered around shared interests, setting itself apart from traditional luxury marketing methods.

In this new metaverse, marketing is not relegated to old paradigms; it evolves with technology and culture, fostering a deeper connection with consumers than ever before.

Technological Innovations and Their Role

In an era where the physical and virtual worlds are increasingly intertwined, Gucci's pursuit of innovation through technology plays a pivotal role in shaping its identity in the metaverse. This section delves into the essential technological advancements that not only bolster Gucci's digital presence but also redefine consumer interaction and experience in the luxury landscape.

Augmented Reality Integration

Augmented Reality (AR) stands at the forefront of Gucci's technological strategy in the metaverse. It allows Gucci to blend digital and physical realities, creating immersive experiences for consumers that enhance their connection to the brand. For instance, AR applications enable customers to visualize how clothing or accessories will look on them without ever trying them on physically. Utilizing smartphones or AR glasses, luxury shoppers can scan themselves and superimpose Gucci's latest collection onto their image. This leap towards interaction not only streamlines the purchasing process but also transforms the mundane into the extraordinary.

Consider a user wanting to buy a pair of Gucci sneakers. Instead of heading to the store, they could easily use their mobile device, activating an AR feature that displays the sneakers in real-time on their feet. This kind of technology delivers immediate satisfaction and personalizes the shopping experience, making it memorable.

Moreover, AR fosters social sharing. When consumers share AR-filtered images on platforms like Instagram or Facebook, they effectively become brand ambassadors. This organic marketing not only enhances Gucci's visibility but also cultivates a sense of community around the brand, turning mere transactions into lifestyle statements. In summary, augmented reality enhances user engagement while aligning with the modern shopper's demand for interactivity and personalization.

Blockchain and Fashion

The marriage of blockchain technology to the fashion industry introduces a fresh layer of transparency and trust. For a brand like Gucci, which thrives on exclusivity, the integration of blockchain is a strategic move aimed at enhancing authenticity while combating counterfeiting. Each item, whether it be a digital accessory or a physical garment, can be assigned a unique digital identity stored on the blockchain, ensuring its provenance and ownership history is easily traceable.

Imagine purchasing a one-of-a-kind Gucci handbag secured by a blockchain certificate, guaranteeing its authenticity. This not only gives consumers peace of mind but also highlights Gucci’s commitment to ethical practices. As fraudulent products flood the luxury market, consumers are increasingly valuing transparency in the brands they support.

Additionally, blockchain's potential extends to digital ownership in the metaverse. Non-Fungible Tokens (NFTs), which function on blockchain, allow users to purchase and own unique digital versions of Gucci products. The exhilarating blend of art and commerce is on display here; buyers can acquire limited-edition pieces that could appreciate over time, similar to physical art pieces. As more luxury brands explore this technological frontier, Gucci's direction will undoubtedly influence the luxury market's future.

"By intertwining AR and blockchain technologies, Gucci is not just adapting to the metaverse; it's reshaping how the world perceives luxury."

Interactive consumer engagement in Gucci's metaverse

Challenges Faced by Luxury Brands in the Metaverse

As luxury brands like Gucci step into the metaverse, they encounter a landscape fraught with unique challenges. The metaverse, a digital realm where reality blends with virtual experiences, offers unprecedented opportunities, but it also poses significant hurdles that can threaten the very foundations of a luxury brand's identity and business model. Addressing these challenges is critical not only for sustaining brand equity but also for leveraging the full potential of this emerging digital frontier.

Balancing Exclusivity with Accessibility

In the realm of luxury, exclusivity is non-negotiable. Brands have built their reputations on the principle that luxury items are rare, crafted with meticulous detail, and not available to the masses. However, the metaverse operates differently. The concept of accessibility is nearly inherent; anyone with an internet connection can access virtual worlds. This creates a tension between maintaining the exclusivity that luxury brands are synonymous with and allowing broader accessibility, a fundamental characteristic of the metaverse.

For instance, Gucci's digital products, like their stylish virtual shoes or apparel, can be purchased and worn by avatars across various virtual platforms. While this enhances visibility and reach, it risks diluting the brand's prestigious image. Striking the right balance involves crafting digital experiences that captivate and engage consumers without losing that coveted air of exclusivity. Strategies such as limited-release items in exclusive virtual events or partnerships with high-profile digital influencers can help mitigate this risk, ensuring that even in a digital environment, the allure of luxury is preserved.

Concerns Regarding Brand Image

The digital landscape presents another significant challenge: the preservation of brand image. For luxury brands like Gucci, a strong brand image is built on quality, craftsmanship, and heritage. When entering the metaverse, there is a real concern about how this image translates into a virtual setting. The risk lies in misrepresentation or dilution of the brand's values, especially when collaborating with platforms or creators who may not align with the brand’s ethos.

Moreover, the fast-paced nature of the digital world can expose brands to criticism and scrutiny in an instant. If a virtual event goes awry or a digital product receives backlash, the repercussions can be severe and swift, affecting consumer perception.

Luxury brands need to approach their metaverse strategies with a keen awareness of these potential pitfalls. Engaging in careful brand storytelling within these digital realms, using high-quality visuals, and ensuring consistency in branding can help maintain a strong image. Brands should also invest in analytics to gauge public sentiment and adjust strategies accordingly.

"The metaverse requires luxury brands to rethink their approach to branding and consumer interaction while maintaining the integrity of their image".

The Future of Gucci in the Metaverse

The future of Gucci in the metaverse is an exploration of possibilities, challenges, and strategies that go beyond fluff. It’s important to understand not just what the brand is doing, but why it’s stepping into this uncharted territory. This section dives deep into some key elements of Gucci’s aspirations as they aim to solidify their presence in this digital arena. In a world where online connections are becoming just as valuable as physical posessions, it’s vital for luxury brands to adopt innovative approaches.

Long-Term Strategic Goals

Gucci’s long-term strategic goals in the metaverse are not just about expanding their reach; they aim to redefine what luxury means in a virtual landscape. The emphasis is on creating immersive experiences that perfectly blend art, fashion, and technology. Gucci is working to establish a dynamic virtual identity that resonates with younger audiences who expect authenticity and engagement in digital interactions.

A few goals that Gucci appears to be working towards include:

Enhancing Brand Identity: By leveraging digital fashion, the brand seeks to present itself as a trendsetter, attracting a community of followers and enthusiasts who can connect with Gucci’s story in real time.
Fostering Consumer Relationships: Interactive experiences are designed to build stronger ties with consumers. Gucci aligns its mission with those who want to feel part of an exclusive community.
Driving Revenue Streams: With the rise of digital ownership, Gucci plans to monetize their virtual products, perhaps through NFTs, thereby creating additional revenue channels that can co-exist with traditional sales.

In achieving these goals, Gucci would not only fortify their market position but also challenge conventional thinking surrounding luxury goods, potentially shifting what value looks like in this new age.

Impact on the Luxury Market

As Gucci navigates through this brave new world, the implications for the luxury market are significant. The integration of luxury fashion into the metaverse could change the game entirely. We’re seeing a wave of new ideas that might define the market's future, reshaping consumer perceptions and behaviors.

Here are some key impacts to consider:

Increased Accessibility: The metaverse offers more people access to luxury brands like Gucci. Consumers may engage with the brand without needing hefty price tags or lavish stores. This could make Gucci’s image more relatable without diluting its esteem.
New Forms of Exclusivity: Exclusive virtual releases and limited edition digital items could emerge as a ways to maintain desirability. The use of blockchain technology would ensure authenticity, making these items coveted despite being virtual.
Shift in Consumer Values: As we move to a digital-first culture, ideals surrounding possessions might shift dramatically. Owning a Gucci piece in the metaverse may soon hold as much significance as a real-world item, changing how luxury is perceived.

Culmination

The integration of Gucci into the metaverse represents not just a curious adventure into virtual realms but a significant evolution in the luxury market. This exploration makes it clear that the metaverse is far more than a passing trend; it’s becoming an essential territory for brands aiming to remain relevant in a rapidly changing environment.

Recap of Key Insights

The discussion throughout this article emphasizes several pivotal aspects:

Gucci’s Brand Innovation: Leveraging its prestigious history to craft unique digital fashion lines, Gucci has been setting the stage for what’s next in luxury.
Consumer Engagement: The brand's efforts to foster connections in virtual spaces resonate well with tech-savvy audiences, creating communities that transcend traditional shopping experiences.
Technological Embrace: Through strategic use of augmented reality and blockchain, Gucci is pioneering new ways to interact with customers, establishing itself firmly in this emerging landscape.
Marketing Strategies: Influencer partnerships and innovative campaigns have reshaped how Gucci positions itself amid the digital crowd, drawing in younger consumers while retaining existing loyalty.

The insights gleaned from Gucci's actions demonstrate the depth of connection and innovation required to thrive in the metaverse future.

Final Thoughts on the Integration of Luxury and Digital Realms

As we stand at the cusp of new frontiers in luxury, Gucci’s journey offers not only lessons but also cautionary tales for other brands. The necessity to keep exclusivity while embracing the broader access that digital platforms provide is a constant balancing act.

Luxury brands must consider this delicate equilibrium, recognizing that the metaverse opens new gates to creativity and connection. For stakeholders—from investors to tech professionals—understanding this landscape is crucial. Brands like Gucci are paving the road, but each step taken in the virtual domain could well be observed and replicated.

In summary, Gucci’s bold moves in the metaverse are setting a precedent. How other luxury brands respond will shape the future of fashion and the digital experience. The stakes are high, but the potential rewards are even greater. Collectively, they form a narrative that is as complex and layered as the garments on Gucci's virtual runway.

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