The product is a first for Wanna, a business built on the back of augmented-reality fittings, near evaporating the necessity of in-store shopping - save for the ephemeral concept shop, delivering on experience in a very content-driven clime. According to Wanna CEO Sergey Arkhangelski, as more agencies come to bridge the fashion-technology gap, AR shopping will become all but inextricable from the standard fashion modus, nearly essential in protecting a company’s bottom line.
“In five or maybe 10 years a relatively big chunk of fashion brands revenue will come from digital products,” Arkhangelskiy says. “Our goal as a company is to actually supersede the product photos ... and substitute it for something which is way more engaging and closer to offline shopping.”
Gucci has established a stronger foothold in the nascent sphere of digitized fashion, having tapped styling app Drest, 3D chatroom Zepeto, global gaming platform Roblox, Sims 4, and Pokemon in a bid to garner equity within the Gen Z-facing sect.
While the shoes are available through the brand’s app, they can be “worn” into the other augmented worlds of Roblox and VR chat spaces - a crossover that shoulders the gusto of this AR ecosystem; it’s hype and utility in one.
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