Gucci Digitally Outfits Gen-Z in Metaverse Foray With Roblox

Gucci Digitally Outfits Gen-Z in Metaverse Foray With Roblox

This computer generated image shows a Gucci virtual garden on Roblox. Anyone whose avatar is traipsing around the Roblox online game platform these days might run into other avatars sporting Gucci handbags, sunglasses or hats. The digital-only items are part of the Gucci's time-limited collection for Roblox, as the Italian fashion house that prides itself on hand-craftsmanship is dipping its toes into an expanding virtual space where many of its youngest fans already are at home. (Roblox via AP)

Anyone whose virtual alter ego is wandering around the Roblox online game platform these days might run into other avatars sporting Gucci handbags, sunglasses or hats.

The digital-only items were part of a limited Gucci collection for Roblox, a step by the fashion house that prides itself on Italian craftsmanship to enter an expanding virtual space where many of its youngest admirers already are at home.

Players in the metaverse - where virtual worlds, augmented reality and the internet meet - say the big-name fashion collaboration represents a new era of virtual-real world interplay, a space in which smart product placement meets the desire of consumers to express their personalities in the virtual world.

While the Gucci Garden space on Roblox was open for two