If you’ve always dreamed of having a Gucci shoe, but your pocket doesn’t help, ‘this is yours! And is that the luxury house has launched new tennis shoes on the market that can be yours for just 10 euros. They’re not broken or used, they’re brand new and have a super cool design … why so cheap? You can only have them in the virtual world.
The Italian firm joins the fever of collecting digital files (NFT) with ‘The Gucci virtual 25’, sneakers designed by the creative director of the house Alessandro Michele, who collaborated with the fashion technology company Wanna create them. And while you can’t use them like a normal tennis pair, if you can wear them in augmented reality or in associated apps like Roblox and VRChat.
The design of this new model is quite striking. The predominant colors are neon green, pink and blue, with small touches of red. Like everything Gucci sells, they also impregnated their iconic “GC” logo on the tongue.
“In five or maybe 10 years, a relatively large part of the revenue of fashion brands will come from digital products,” says Sergey Arkhangelskiy, executive director of Wanna, where tennis is marketed, on the Business of Fashion portal to then add that the company’s goal is to replace product photos with something that is more appealing and similar to physical purchases.