Confirmed a few days after the initial teaser, the official partnership between Italian luxury brand Gucci and Microsoft’s gaming console, Xbox, has been announced. The collaboration has resulted in the creation of a limited edition numbered box set called the Xbox by Gucci Series X.
To commemorate Gucci’s centenary and the 20th anniversary of Xbox, the limited edition box set is designed in the form of a vintage-inspired briefcase. It includes an Xbox Series X console with a black shell engraved with Gucci’s iconic GG motif. Additionally, the box set features two wireless controllers adorned with the iconic Gucci Web stripe, a signature graphic detail of the brand.
Gucci’s entry into the gaming world follows its strategic partnerships with esports teams and various initiatives on popular platforms such as Roblox, Tennis Clash, and The Sims. These efforts are aimed at connecting the luxury brand with the highly sought-after Millennial and Gen Z audiences, who are the primary target for luxury brands.
To promote the collaboration, a campaign featuring DJ Emerald Rose Lewis and musician Kojey Radical, both passionate gamers, has been launched. The campaign’s promotional images were created in collaboration with Hypebeast, which has dedicated a “Gucci Stream” category on its website for exclusive Gucci content. The category includes a series of videos sponsored by Gucci.
The Xbox by Gucci Series X console will be available for purchase starting from November 17th. It can be purchased online from Gucci’s official website and in select boutiques.
Useful Links:
– Gucci Xbox Collection
– Gucci Xbox on Hypebeast
