Gucci Joins Yuga Labs’ Otherside Metaverse in New Multi-Year Deal

The luxury fashion house says its new collaboration with the Bored Ape creator aims to blur the boundaries between the physical and digital worlds.
Image source: Julien Tondu on Unsplash

Quick take:

  • Gucci has partnered with Yuga Labs to bring its designs to the Otherside metaverse.
  • The Luxury fashion house teased the collab via Twitter on Monday, saying it aims to blur boundaries between the physical and digital worlds.
  • Reports indicate the partnership is set to kick off this week.

Gucci is deeply diving into the metaverse in a new collaboration with Yuga Labs. The luxury fashion house revealed the tie-up on Monday via Twitter saying the partnership is part of its broader strategy of “continuing to explore the metaverse.”

Gucci has been one of the most active fashion brands in web3. Last year, the company dropped multiple NFT collections in partnership with the animated celebrity creator and vinyl toymaker Superplastic, with the final SUPERGUCCI NFT collection, Guccighost dropping in September 2022.

It also collaborated with leading artists like Miley Cyrus for a Roblox-based digital wearable collection, Gucci Flora, and launched Gucci Town Hub on the same platform. In September, the fashion brand also expanded its metaverse strategy with Gucci Vault Land, a new metaverse hub on The Sandbox.

Although there aren’t enough details about Gucci’s latest partnership with Yuga Labs, a Yuga Labs representative told Decrypt it is going to be a multi-year deal.

According to the publisher, the deal focuses on extending “the engagement between their respective communities by exploring the intersection between fashion and entertainment in the metaverse.” The representative also confirmed the first chapter of the partnership will kick off this week.

On the other hand, Robert Triefus who became the CEO of Gucci Vault and metaverse ventures last September told Business of Fashion that the tie-up gives the Florence, Italy-based luxury fashion house “an active role in Otherside and 10KTF’s continuing narrative.”

The company previously teamed up with 10KTF to launch the Gucci Grail NFT collection, which features personalized NFTs envisioned by Alessandro Michele and crafted by digital artisan Wagmi-san.


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