Since the 1960s, Guccio Gucci’s combination of letters “GG” has been running through various series, paying tribute to the brand’s history and becoming a iconic element. In the gaming world, “GG” is also the abbreviation of the esports term “Good Game,” which players will say when leaving the game after a multiplayer game competition ends, adding a second layer of fun interpretation to this brand’s iconic element. Since 2019, the brand has also brought the motto “Good Game” into the gaming world.
Gucci has long entered the gaming world, with its gaming platform featuring a wide range of games from recreational to professional levels. Through collaborations, it invites different creators to work together to create original experiences. Over the years, the projects launched have showcased the brand’s diverse involvement in popular games and immersive gaming platforms, including Roblox, The Sandbox, Zepeto, “Hot Wheels Unleashed,” “Pokémon GO,” “Animal Crossing: New Horizons,” “Tennis Clash,” “The Sims,” and more.
Inspired by the attitude of expressing oneself, showcasing talent, and enjoying freedom in the esports community, Gucci now brings the Good Game spirit into the brand’s fashion field, launching the Good Game special series. The GG pattern becomes the main pattern, including bowling shirts, hoodies, sandals, and sneakers, using metallic colors full of technology, interweaving with various colors to create a dazzling effect, embellishing each item that displays the abbreviation logo, perfectly catering to the current Y2K trend.
The collaborative series echoes the exploration of new territories and cross-border cooperation, and the advertising campaign conceived in “King Kong Magazine” made a grand debut, with photographer Piczo behind the lens, as if leading the audience through a door into another dimension. The advertising story is filled with a fantastical atmosphere, becoming a safe space for players to unleash endless creativity and shape their lifestyle.
