As the digital world becomes increasingly more of a manifestation of the physical one, designers have found themselves flirting with tech in multiple ways, experimenting with online fashion shows or customising metaverse avatars in head-to-toe Gucci monogram.
The liaison between couture and the digital has been a craze for quite some time, but it only solidified following the 2020 pandemic, when the fashion world forefronted a virtual revolution to move the industry forward in a time of complete alienation from real life.
Luxury powerhouse Gucci has always been at the forefront of the Gamification of Fashion, teaming up with numerous gaming platforms such as Roblox and staple videogame franchises such as Animal Crossing and The Sims and offering extra immersive experiences for gamers and pushing the boundaries of fashion beyond the material realm.
Gucci’s gamification collides back with the real in their newest campaign “Gucci Good Game”, a capsule collection titled after a playful wordplay between the GG monogram and “good game”, the universal abbreviation typed at the end of online gaming matches.
Like a glitch in the Matrix, Gucci Good Game transcends the gamescape in the photoshoot for the collection, idealised by King Kong Magazine and immortalised by Japanese photographer Piczo. Just like the avatars of an open-world videogame, Gucci’s models pose in front of saturated otherwordly landscapes, pixellated waterfalls, and 8-bit rendered rooms full of Gucci easter eggs.
The GG monogram is the key motif of the collection, recalling the connection between the House and the cyber world. It is incorporated all over the iridescent bags, glow-in-the-dark sneakers, bowling shirts, and hoodies, embracing comfort and casual silhouettes.
Shop the collection at gucci.com