Gucci decided to enter the metaverse by purchasing digital real estate on The Sandbox platform. The premium brand intends to strengthen its Gen-Z-focused platform, Gucci Vault by this move. Gucci will collaborate with Sandbox to create interactive fashion experiences based on the Gucci Vault. The Gucci Vault is a catch-all for all of the company’s metaverse-related initiatives, including NFTs and its discord server. Gucci designers will create some select Metaverse objects that customers will be able to buy, own, and use in their own Sandbox experiences.
Gucci has been catching up with the current digital fashion trend. Recently, the premium fashion label collaborated with the startup Superplastic, which creates “animated superstars.” They will collaborate to create a collection of 500 NFTs dubbed “Supergucci.”
The Metaverse has attracted brands from a variety of sectors. Recently, the entertainment conglomerate Disney announced its Metaverse aspirations. Furthermore, luxury automakers such as Ferrari and Lamborghini have declared their Metaverse and NFT ambitions.
