Gucci unveils $12 virtual trainers
Italian luxury house Gucci has teamed up with Belarus-based fashion technology company Wanna on its first pair of augmented reality (AR) trainers, available via the Gucci app for $11.99 (or $8.99 on the Wanna app).
Differing from non-fungible tokens (NFTs), an unlimited quantity of the shoes will be available for purchase. The virtual footwear will be interchangeable between users.
Wanna specialises in creating three-dimensional, AR-enabled models for in-app trainers and watches fittings. In addition to Gucci, the Belarusian company has previously worked with Reebok, Puma and Snapchat on virtual fashion “try-ons”.
Gucci, on the other hand, has previously partnered with gaming platform Roblox, as well as online fashion styling game Drest, plus the games Sims 4 and Pokémon.
The Italian brand hopes that it will be able to target the generally more tech-savvy generation Z (loosely, those born between 1995 and 2010), who may not yet be able to afford its physical products, with the virtual shoes.
Image: Gucci via Instagram.
