The luxury house Gucci and Yuga Labs aims to explore the intersection of fashion and entertainment with their partnership in Web3.
Gucci, the luxury fashion business, is delving deeper into Web3 and the metaverse in conjunction with Yuga Labs, the creators of Bored Ape Yacht Club.
Gucci hinted at a collaboration on Twitter today, using an image (below) of Gucci and Yuga Labs branding on a bottle seen in the teaser for Otherside, Yuga’s upcoming Bored Ape-themed metaverse game.
The deal’s specifics are unknown, but the CEO of Gucci Vault and metaverse projects, Robert Triefus, told The Business of Fashion that the collaboration will offer the fashion company “an active role in Otherside and 10KTF’s continuing narrative.”
According to a Yuga Labs official, the collaboration is a “multi-year relationship meant to increase engagement between their respective communities by exploring the convergence of fashion and entertainment in the metaverse.” Adding more to that, the Yuga representative also announced that the “initial chapter” of the collaboration would begin this week.
While this may be a prominent step, previously, Gucci has already made inroads in the metaverse, including previous cooperation with 10KTF, a digital fashion business bought by Yuga Labs last November. Following this, Gucci-branded digital attire was created by 10KTF and the fashion giant for owners of specific NFT collections to overlay onto their avatars.
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