In recent years, luxury brands have been collaborating with virtual muses to enhance their digital presence. These virtual influencers, such as Lil Miquela and Noonoouri, have amassed millions of followers and are now being joined by a new collaborator – you. Gucci has partnered with the California-based company Genies to bring this concept to life.
Genies specializes in avatar creation, allowing users to fully customize their own 3D avatars. From hair color and style to facial features, users have a range of options to create their perfect virtual representation. But having an avatar is not enough; it needs to serve a purpose. This is where Genies comes in. The application is compatible with popular messaging platforms like WhatsApp and Facebook Messenger, enabling users to have one-to-one or group conversations with their avatars. To make these conversations more expressive, the app uses artificial intelligence to suggest various postures that match specific emotions or situations.
Gucci, known for its commitment to customization, is the first luxury brand to partner with Genies. Users now have the opportunity to dress their avatars in a selection of Gucci pieces, allowing them to explore and connect with the brand’s current collections. Additionally, Gucci will be creating exclusive postures and introducing a click-to-buy feature, making it even easier for users to embrace the virtual luxury experience.
This collaboration is not Gucci’s first foray into social media-related features. The brand has previously entertained millions of consumers with its beauty filter in Instagram Stories. By embracing digital self-expression and entertainment, Gucci is targeting millennials, a highly valued demographic in the luxury industry.
As virtual influencers continue to gain popularity, luxury brands are finding innovative ways to engage with their audience. The partnership between Gucci and Genies is just one example of how fashion and technology can come together to create immersive and personalized experiences. Whether it’s through virtual avatars or interactive filters, brands are constantly evolving to meet the changing demands of their digitally-savvy consumers.
