Gucci continues its exploration of the metaverse by providing an immersive VR experience through Apple Vision Pro, showcasing the documentary “Who is Sabato de Sano? Gucci’s Story”, which will premiere on April 3rd.
Gucci continues its foray into the metaverse, announcing that its latest product will make its debut on the Apple Vision Pro Virtual Reality (VR) headset.
According to a post by X (Twitter), Gucci will present an immersive “Who is Sabato De Sarno? Gucci’s Story” on the headset. This short film is directed by Ariel Schulman and Henry Joost, and narrated by brand ambassador Paul Mescal, delving into the crucial moments of the Gucci Ancora show.
This documentary showcases footage that has never been made public before, revealing the vision of Italian designer Sabato De Sarno, who has been Gucci’s creative director since 2023.
The film will be played on the Gucci App for Apple Vision Pro starting from April 3, 2024.
Last year, Gucci Ancora attracted a large audience at Milan Fashion Week, marking De Sarno’s first appearance on stage. This show is described as a story about the joy, passion, humanity, and personal collaborative energy of life, causing a sensation not only in the real world but also in the virtual world.
The fashion company collaborates with leading metaverse platforms such as Zepeto, Roblox, and China QQ to virtually showcase designs inspired by Gucci Ancora. It provides a virtual replica of the Milan Fashion Week runway in the creative area of Brera in Milan.
Gucci has a history of exploring Web3 experiences and is one of the pioneers in the luxury fashion industry.
In November 2023, the brand launched “Gucci Cosmos Land”, an immersive metaverse experience held on The Sandbox platform. This virtual tour delved into the rich traditions and origins of the brand.
In its early initiatives, Gucci teamed up with Superplastic, a global entertainment brand renowned for designer toys and digital collectibles, to launch its first non fungible token (NFT) series, “SuperGucci”, in 2022. In the same year, the company launched its first metaverse experience “Gucci Vault Land” on The Sandbox platform.
