Gucci teamed up with content creators for the game "The Sims 4" to create custom in-game apparel.
It's not the first brand to create video game content to expand its reach.
Cosmetics brand Glossier and Joe Biden's presidential campaign have both created custom content in "Animal Crossing."
Gucci is going virtual.
The luxury brand's newest drop, a fashion campaign called "Off The Grid," is now available in the classic role-playing game "The Sims 4." Players can now dress and accessorize their virtual avatars in Gucci hats, backpacks, sneakers, and more.
The luxury brand teamed up with "The Sims" content creators Harrie and Grimcookies to bring exclusive Gucci-branded content to the game, including a custom-built treehouse and apparel. In real life, the "Off The Grid" campaign focuses on using sustainable materials like recycled nylon, as part of a what they call a circular fashion model.
—gucci (@gucci) October 22, 2020
Gucci isn't the only campaign experimenting with in-game marketing. This month, Joe Biden's presidential campaign released special items, such as campaign posters, in the game "Animal Crossing." An avatar of the former vice president can even be found milling about an island of his own in the game. Brands like Glossier and Tatcha have also turned to "Animal Crossing" to reach potential customers.
Take a look at videos of Gucci collaboration below. "Sims 4" players can download the pieces in-game.
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