Gucci to unveil the first virtual sneaker

In a mix of digital fashion and user generated content, Gucci presented the Gucci Sneaker Corner, a new section of the Gucci App that will host the first virtual sneaker designed by creative director Alessandro Michele.
It is a pair of sneakers inspired by the 80s, at the same time functional but imaginative, available only in digital. Together with Michele's design, in fact, users will not only be able to dress their avatars with exclusive sneakers, but will have the opportunity to experiment with their creativity and create their own model by combining the elements of the Gucci sneakers through the Gucci Sneaker Generator, inspired by Sneaker Generator created by nss factory.

The brand owned by the Kering group thus continues the digitalization of the universe created by Alessandro Michele, embracing exclusively digital technology and fashion. In March of this year, Gucci presented the radical update of its app: a cutting-edge platform in which it applied the potential of virtual reality to the shopping experience, where you can follow the brand's events and fashion shows live and on which also kept the new Gucci Arcade section, unveiled in June 2019, dedicated to arcade-style video games. The new Gucci Sneakers Corner project pushes the relationship between the world of fashion and that of gaming ever further. In addition to Gucci Arcade, the brand has also pursued this direction by collaborating with Snap Inc. on Try-On Snapchat Lenses, with the global e-sports entertainment organization Fnatic and with Tennis Clash, the most downloaded mobile tennis game in the world.