Gucci Is Collaborating With Esports While Going Eco-Conscious
Off The Grid collection, Gucci.com
Written by Cassell Ferere
Don’t Panic!
Gucci, the Italian fashion and leather goods house, is forever a high-end luxury brand. But, with the recent collaboration with Esports gamer group Fnatic, they are interested in getting some of your cash in exchange for you to look good on your twitch accounts.
Fnatic X Gucci collaboration, Fnatic.com
On the 23rd of June, the Fnatic twitter account published a nine-second video of what is to come between them and Gucci for the gamer community. All this while becoming eco-conscious and focusing on circular fashion.
Meet The Gamers
Fnatic is a London based global e-sport entertainment brand and since 2004 has conquered the gaming community. With over 200 championships in 30 different games, they are the most successful in their arena. Fnatic is also collaborating with Champion on apparel for the online store, as well as an announcement this August that has yet to be revealed.
Back in February of 2020, Gucci invited members of the Fnatic esports team to Milan Fashion Week and dripped them out in full Gucci looks. Not to mention they all were seated front row, a coveted responsibility, and privilege to be had before the COVID pandemic hit the fashion industry.
Gucci Youth
Gucci Ghost, Numero.com
As we have seen over the years, Gucci has made successful collaborative efforts to connect with youth through marketing strategies and collaborations that included graffiti artist like Gucci Ghost a.k.a. Trevor "Trouble" Andrew and rapper Gucci Mane [ironically] to capitalize on the streetwear side of fashion.
Even using the legendary director of the coming-of-age film of the early ’90s, Kids, Harmony Korine to document its latest campaigns.
Gucci Mane in Gucci ad campaign, photographed by Harmony Korine.
Gucci even has a genderless, eco-conscious fashion collection dropping called Off The Grid, focusing on circularity, using bio-based and sustainably sourced materials, like Econyl, regenerated nylon from upcycled material, to mention.
“Designed for those mindful of their environmental impact,”
Gucci indicates about the eco-conscious collection.
Lil Was X in Off The Grid Gucci ad campaign, photographed by Harmony Korine.
This campaign includes Lil Nas X and Jane Fonda, pointing to their contrasting lives as well as to the fluidity of this collection. The campaign also tells a story of an urban sky-scraper setting surrounding a much more modest, and much smaller, treehouse-like structure, furthering the contrast and fluidity of the line.
Jane Fonda in Off The Grid Gucci ad campaign, photographed by Harmony Korine.
Gucci Trends
With Gucci, Fnatic has given us a preview of what is to come with gamer culture in a snippet video clip that hypes up the gamer in you.
Flexing some of Gucci’s familiar designs, like a track jacket design we see peak through with some lighting in a shady tunnel. Showing valor in context, the gamers are ultimately seen as they approach desks with computer screens atop before cutting to end credit logos.
Celebrating the spirit of gaming. A new collaboration with @gucci.
— FNATIC (@FNATIC) June 23, 2020
Stay tuned. pic.twitter.com/8obbE34R7D
This drop looks like it is coming June 25th, according to the Fnatic website.
Gucci tends to stay ahead of the curve when it comes to trends and they know how to make us feel forever young. Nods to the Italian fashion house and kudos to Alessandro Michele.
Fnatic X Gucci collaboration, Fnatic.com
Although the climate is procuring the black dollar to black business, Gucci shows that redemption is something that always needs to be worked on and worked through when there is doubt.
We can look forward to eco-conscious fashion as well as gamer-friendly gear form Gucci. One may be right for their customer the other may be a fantasy to see gamers wearing Gucci while sweating through final levels. Either way, Gucci is known to bring in sales whether through retail or e-commerce when releasing their collections.
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