GUCCI GOES DIGITAL

GUCCI JUST LAUNCHED ITS FIRST DIGITAL-ONLY SNEAKER

The Virtual 25 cost £11.99 through the Gucci app, and you can wear them in your social media photos, and on your VR Chat and Roblox avatars.

LIKE PUMA IN ZEPETO

OSCAR DE LA RENTA IN DREST

AND ADIDAS IN AGLET

It’s very easy to dismiss all this, but as we spend more time in virtual spaces we want to represent ourselves in the same ways we do in physical spaces.

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Virtual goods come from the same motivations that have influenced retailers for many years—they’re just focused on virtual contexts since these are where we’re spending our time.

Buying digital goods to help express identity through screens may seem unusual to you, but it’s an entirely natural behaviour to a generation raised on AR and gaming skins.

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The past decade has continuously reduced barriers to expression. Tools for creation and distribution are the most obvious. But less obvious and more important are the mindset changes.

DIGITAL CULTURE

IS JUST CULTURE