Did you know that Gucci invited e-sports Fnatic's League of Legends team to the front row of its autumn/winter 2020 menswear show at the Milan Fashion Week in January? The five international gamers all under 25 sat next to celebrities like Salma Hayek and Jared Leto. It recently announced a partnership with the world's favourite mobile tennis game : Tennis Clash. Now now you can up your virtual fashion with Gucci fashion wear.  It began on June 18th - created by Wildlife, Tennis Clash is the closest mobile game to the real experience of playing tennis. Now players can find new and exclusive Gucci wear while playing and visit the Gucci website for matching outfits for themselves and participate in the special Gucci tournament.

In an innovative move, Tennis Clash fans will also be able to buy for themselves outfits that mirror those on screen for themselves from the Gucci website, which brings the virtual and real worlds together.

Wildlife created outfits for two characters based on Gucci designs - two looks for ‘Diana’, and two for ‘Jonah’, which players can adopt for these virtual competitors. The special Gucci wardrobe includes shoes, socks, headgear, and clothing. From the Tennis Clash game, players will be allowed to directly land on Gucci.com where they will be able to discover and buy the garments.  

Users will be able to play in a new in-game tournament branded as the Gucci Open. Tournaments are a limited-time game mode where you compete against other players to score the most points in a series of matches. To complete the experience, during these tournaments, players will also be able to use a new Gucci branded tennis string. Tennis Clash is consistently featured in the Top 5 Sports Games on the App Store and was recently selected as one of Google Play’s ‘5 Best Competitive Games of 2019’. Tennis Clash is available for download on the App Store and Google Play.

This is not the first time Gucci has collaborated with the gaming world. The House already pioneered the relationship between the world of fashion and that of gaming through Gucci Arcade,a section of the Gucci App launched in July 2019 which is dedicated to games – such as Gucci Bee, Gucci Ace and Gucci Grip, Gucci Lips, GG Psychedelic and Gucci Mascara Hunt - that allow users to play with the brand’s characters.

The luxury fashion label is not the first one to plunge into collaborations with gaming companies and wooing young gamers, other luxe brands like Louis Vuitton and cosmetic giant like MAC (yes girls are playing games, streaming live and influencing fans) have lured international gamers with tempting collaborations too.