Gucci and Bored Ape Creators Want to Bring High Fashion to the Metaverse

Gucci explores deeper metaverseand teamed up with Bored Ape Yacht Club creator, Yuga Labs.

The luxury fashion house tweeted a picture on Monday (seen below) of a bottle emblazoned with the Gucci and Yuga Labs brands. The image was also spotted in the trailer for Otherside, the upcoming Bored Ape Yuga themed metaverse game designed for PC and mobile browsers.

“Continuing to explore the metaverse, DPR comes together with YugaLabs,” the tweet read. “Stay tuned as new narratives take shape, blurring the lines between physical and digital.”

Details on the specifics of the partnership are scarce, but a Fashion Business Report said the multifaceted deal “is intended to broaden engagement between each company’s communities ‘by exploring the intersection of fashion and entertainment in the metaverse.'”

Yuga Labs is the largest NFT company in the world. NFTs, or nonfungible tokens, are blockchain tokens that certify ownership of digital goods. Their proposed goal is to give digital goods the same property rights as physical goods: NFTs allow you to sell costumes in-game, for example, just as you can sell real-life costumes once you’re done with them.

In recent years, luxury fashion brands have strengthened their brands Web3 tie. Luxury fashion houses, including Louis Vuitton, Prada, and Gucci, have created NFT collections and immersive experiences across the metaverse. This underscores a desire to experiment with the metaverse, which promotes its business potential as an entirely new platform for selling digital goods and services.

Gucci’s participation in Otherside will begin this week.