CONTINUING to explore mediums of conceptual territories in the domain of high fashion, Gucci announces its newest digitally inspired campaign, Gucci Good Game.
The luxury powerhouse has been consistent with building a multifaceted presence in a select number of games as well as in immersive gaming platforms, including Roblox, The Sandbox, Zepeto, Hot Wheels Unleashed, Pokémon GO, Animal Crossing, Tennis Clash, The Sims – or partnering with XBOX to offer a limited-edition bundle.
Following this steady stream of tech-themed launches, Gucci Good Game capsule collection is just the latest benchmark celebrating the brand’s desire to highlight the growing ties to the gaming industry.
First embraced in 2019, the spirit of Gucci Good Game creates “hubs for play, self-expression, talent, freedom, and individuality – spotlighting the positive principles that are pivotal in making an enjoyable gaming experience possible.”
The perminent print of the collection embraces Gucci’s iconic double G. Since the 1960s, the monogram has become an ultimate trademark of the brand’s heritage. Merging history with gaming-related activities and once again emphasising the point of connection between the House and the gaming world, the initials translate the renowned abbreviation for “good game,” a term used by gamers at the end of online multiplayer games.
Conceptualised through a visual narrative by King Kong Magazine and lensed in a collaborative project by a Japanese photographer Piczo, the campaign evokes the exploration of new landscapes and meetings of unchartered realms. The models pose in front of hyper-saturated otherworldly terrains that “create scenarios echoing spiritual wanderings”.
Sporting bowling shirts and hoodies to slides and sneakers, metallics combine with rainbow hues to create an iridescent effect across items emblazoned with the monogram.
The release embraces casual wear featuring ready-to-wear segments along with a trace of luxury and chic. The model sports garments from bowling shirts, shorts, and hoodies to slides, sneakers, and even a baseball cap, all emblazoned with the GG monogram, once again revisiting the key motif of the collection.
by Zlata Kryudor
You can find The Gucci Good Game collection online at gucci.com and in select Gucci Stores worldwide