Game on. Gucci celebrates the connection between its brand and the world of video games with a new collection that explores its Gucci Good Game motto.
The new Gucci Good Game capsule features hoodies, bowling shirts, shorts, sandals, a logo t-shirt, sneakers, tote bags, a baseball cap, shoes and other metallic and rainbow-hued apparel with a iridescent. The products incorporate the reworked GG Good Game monogram, which made its debut in the brand’s Gucci Town digital space on Roblox.
The selection of bags includes a variety of silhouettes, including a mini square, tote, crescent and fanny pack, all in a metallic silver material. There is also a multi-pocket backpack made entirely of leather with removable parts inspired by the players’ need to adapt.
The slides in the collection come in black and white with an iridescent strap. The collection also features a new variation of the Gucci Basket sneaker in a black version with glow-in-the-dark details.
The campaign was created in association with “King Kong Magazine” and was shot by photographer Piczo, who has shot campaigns for Wooyoungmi, Gap, and 3.1 Phillip Lim.
The concept is based on the idea of taking the audience through a portal so they can enter another dimension filled with elements of rave and club culture mixed with nature to create settings that echo spiritual wanderings.
Gucci Good Game became the tagline for the brand’s forays into gaming in 2019. The label has developed initiatives in recent years across a select number of games, as well as immersive gaming platforms, including Roblox, The Sandbox, Zepeto, Hot Wheels Unleashed, Pokémon Go, Animal Crossing, Tennis Clash, and The Sims. They also released a limited edition bundle with Xbox.
The Gucci Good Game collection will be available on Gucci.com and in select Gucci stores globally.