Virtual fashion: Gucci releases first all-virtual sneakers

These shoes are (not) made for walking! Gucci created a flashy pair of sneakers and for only 12,99€. The special thing about it? They are completely digital and can only be worn using AR. The future of fashion really is now!

They are neon green, bright pink, have a chunky light blue sole, and are branded with the double G-logo: The first virtual sneakers designed by Gucci creative director Alessandro Michele. The digital trainers are named after Michele’s favorite pair of analog Gucci sneakers, the number 25, and are a product of the collaboration with the platform Wanna.

Wanna specializes in AR technology for marketing and together with Gucci now presents shoes that only can be worn in a digital environment. Either by using the Wanna-App directly or other apps like Roblox or VRChat, users can purchase the Gucci’s and present them on social media – just like a face filter for their feet.

Gucci and Wanna have recently created AR versions of the entire real-life Gucci sneaker collection. Through the app, users are able to first try on their pair of chosen trainers digitally before purchasing them. Wanna, who are specialized in making fashion augmented, are convinced that soon virtual products will take on the market. Especially with the VR version of clothes, classic product shots can be brought to life, present a more engaging way for clients and come closer to an offline shopping experience.