Wanna x Gucci: virtual sneakers for $ 12

When it comes to the future of fashion, one of the most addressed issues is linked to the purchasing process. Today more than ever, with the current pandemic underway, offline shopping has been replaced by online shopping, home delivery is preferred to the usual shopping around the shops. What is certain is that it is not always easy to buy on the web, to choose the right garment without making the mistake of the wrong size and shade.

This is why brands are increasingly relying on cutting-edge technologies in an attempt to recreate a rewarding and engaging shopping experience. Artificial intelligence or augmented reality: it’s that player you wouldn’t expect. Whether it’s a “try on” app or virtual dressing rooms, this is the future of fashion. And there is an added bonus: they are also quite fun.

And precisely in this perspective, there is a brand that most of all knows how to open up to new virtual ways and win the hearts of millennials: Gucci.

We at Wait, always attentive to new trends, just a year ago, told you about Gucci Sneaker Garage; an interactive showcase in all respects where the brand’s historical models could be worn and not only but also redesigned by the consumer himself. A sort of “digital shoe rack” for lovers of sneakers (signed by Gucci) and gaming.

But according to a news reported a few hours ago by Business Of Fashion, there are further updates, according to which the Florentine brand has signed an agreement with the fashion-tech company Wanna. The company, so far used by: Reebook, Farfetch, Puma and Snapchat, to test the way consumers interact with virtual fittings, is based in Bielorussia and specializes in 3D creation for digital adaptations of sneakers and watches.

As CEO Sergey Arkhangelskiy explained: “Our goal as a company is to actually replace product photos with something much more engaging and closer to offline shopping.”

The result of this collaboration is the presentation of a model of digital footwear, designed by the creative director Alessandro Michele, which in addition to being worn, shared on social networks and modified in their design, are also available for purchase for $ 11.99 on the Gucci app or $ 8.99 on the Wanna Kicks app.

That of Gucci, as always, proves to be an excellent strategy largely aimed at generation Z. For all those native consumers, accustomed both to the use of technology and to the sneaker market, even if they cannot always afford them. In this spirit, in fact, Alessandro Michele seems to ask: “Can’t you buy your shoes? So keep dreaming about them but in the meantime, play them for just $ 12 ”

For more news about the new Gucci app, click here!

Posted By

Irene Larussa

Irene è diplomata in fashion styling presso l'Istituto Marangoni. Di origini calabresi, vive attualmente a Milano. E' alla costante ricerca di stimoli nuovi da cui trarre ispirazione per alimentare le sue più grandi passioni: styling, grafica e scrittura. Il suo sogno è infatti lavorare nella redazione di un fashion magazine.