Luxury house GUCCI unveiled its GOOD GAME Capsule Collection, that celebrates the relationship between the brand and the world of gaming. The key motif of the collection is the GG monogram, the collection explores its double meaning: as the initials of the house founder Guccio Gucci, as well as the way that gamers salute each other at the end of multiplayer games, using GG as the abbreviation for “Good Game“. The collection features experimental materials, colors and treatments. It includes wide range of items from bowling shirts and hoodies to slides and sneakers. Fashion photographer Piczo captured the campaign.
“Embraced in 2019, Gucci Good Game is the motto for the House’s ventures into the world of gaming as it creates hubs for play, self-expression, talent, freedom, and individuality – spotlighting the positive principles that are pivotal in making an enjoyable gaming experience possible. Encompassing the full spectrum of gaming from fun to professional, Gucci’s forays into the arena share a collaborative approach, involving various creators in the development of authentic experiences that aim to establish close and deep connections with gamers. Over the years, the initiatives have seen the brand building a multifaceted presence in a select number of games as well as in immersive gaming platforms, including Roblox, The Sandbox, Zepeto, Hot Wheels Unleashed, Pokémon GO, Animal Crossing, Tennis Clash, The Sims – or partnering with XBOX to offer a limited-edition bundle. The GG initials reworked as the Gucci Good Game logo debuted with the Gucci Gaming Academy – itself a significant manifestation of the House’s principles in this field, and were prominently displayed in Gucci Town on Roblox, the persistent digital space for the Gucci Community on the platform.” – from Gucci