Italy – The fashion house has partnered with multiplayer game Tennis Clash for a collection of Gucci garments.
Part of the collaboration is an in-game tennis tournament, in which users can be kitted in Gucci tennis outfits while competing. Featuring matching tennis skirts, tops, tracksuits and footwear, the collection is also available to buy as physical pieces.
Tennis Clash also links directly to the Gucci website, encouraging players to invest in real life versions of the virtual garments worn in-game. While many fashion brands have tapped into the gaming world in recent years, Gucci’s use of Tennis Clash as an alternative digital shopfront is likely to spark new innovation in the retail and entertainment sectors.
The collision of virtual and physical garments in the gaming world is proving profitable for fashion brands, as we explore in In-game Fashion.