Gucci x Genies: you can dress your avatar with Gucci outfit!

Gucci is continuing to move into the world of virtual fashion with a new collaboration with Genies!

Gucci has been collaborating with Genies for two years to dress up their avatars and according to the terms of the new agreement on WWD, Gucci users will be able to dress up their avatars with the latest items in the collections.

Gucci Chief Marketing Manager Robert Triefus said “We embrace experimentation at Gucci” and we have been able to say for a long time that this is true!

The initiative, that allows you to create 3D avatars and dress them with Gucci outfits, aims to make users feel free to express their self and is aimed especially at younger people. The latter can create outfits using the garments of a brand that, in fact, has always been “not within their reach”. With these digital initiatives, in fact, the Italian fashion house is getting closer and closer to the members of Generation Z, creating greater engagement with a target that has always been far from the high standards of Gucci.

Giphy also has an important role in the project, as Giphy users will be able to access their avatars as Gifs through the site, mobile app, and other extensions.

Gucci will also give users the opportunity to buy the garments with which they decided to dress their avatar on Genies Shop!

Other digital initiatives that Gucci has undertaken this year and that are truly noteworthy are:

Gucci x Snapchat Augmented Reality

Gucci x Tennis Clash

Gucci Beauty Mascara Hunt 3D game

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Cristiana Avolio

Cristiana Avolio è una studentessa di Strategic Communication e ballerina di danze urbane. Direttamente da Napoli, vive a Milano dall’inizio dell’università. Appassionata di moda e collezionista incallita di scarpe, ama soprattutto lo streetwear. Inizia a lavorare per Wait fashion per poter scrivere di quello che le piace e imparare da persone che hanno le sue stesse passioni!