WORDS BY NATALIE YIASSOUMI
The Italian all-star brand is keeping the festive spirit alive with a new Nineties-inspired campaign, holiday capsule and new virtual reality experiences.
Gucci’s holiday campaign features the signature accessories in its festive glory. Image courtesy of the brand.
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With this year’s campaign, creative director Alessandro Michele is taking Gucci fans to a Nineties office party – an apt choice, considering that real-life office parties will be scarce this season.
Michele’s virtual version – brought to life in collaboration with photographer Mark Peckmezian and film director Akinola Davies Jr – comes with a strong retro vibe, tinsel, diy paper decorations and plenty of glitter, particularly when it comes to the shoes. His colorful cast of characters are seen setting their ‘out of office’ alerts and heading to the dance floor, wearing the label’s new holiday capsule – a mix of sequin party shoes and matching sparkly bags, extra large frames and bright, printed separates.
The logo sandals styled for the festive season. Image courtesy of the brand.
The new range fits into the campaign’s Nineties fantasy just as much as it can fit into our new homebound 2020 lifestyles: Part of the capsule was designed to embrace all things upbeat with more comfortable, easy-going iterations of the traditional party shoe, including sequin-embellished slides, loafers, low-top sneakers and block-heel sandals.
The second part of the collection is all about at-home coziness, with wool-lined tartan slides and booties designed to channel the warmth of a winter blanket.
These festive treats will also be delivered in the brand’s newly-launched packaging, featuring an ornate green pattern created using recycled materials and uncoated paper from sustainably managed forest sources.
Leading up to the holidays, Gucci is also offering entertainment by way of virtual reality. A new game on its app, will let you experience the campaign’s festive office party in 3D and join in a dance, while another new feature is all about giving you an immersive digital view of the label’s sneaker collection.
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Dubbed the ‘Sneaker Garage,’ this new section of the Gucci app spotlights the ‘Gucci Virtual 25,’ the first digital sneakers designed by Michele. They are only available to be purchased virtually and tried on by your digital persona.
Other features include viewing the brand’s current sneaker range and being able to experiment and customize them with new color combinations or soles. A virtual gallery with artworks inspired by Gucci sneakers is also available in the brand’s new virtual garage.
Gaming is becoming a bigger part of the shoe world, with Christian Louboutin also presenting his new collection using VR, during the last fashion month. So Gucci’s growing affinity for augmented reality experiences, the gaming community and virtual-only shoes could be a sign of what’s to come in 2021.
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