circular fashion by PAGE Magazine June 24, 2020
Gucci, the Italian fashion and leather goods house, is forever a high-end luxury brand. But, with the recent collaboration with Esports gamer group Fnatic, they are interested in getting some of your cash in exchange for you to look good on your twitch accounts.
On June 23 the Fnatic twitter account published a nine-second video of what is to come between them and Gucci for the gamer community. All this while becoming eco-conscious and focusing on circular fashion.
Fnatic is a London based global e-sport entertainment brand and since 2004 has conquered the gaming community. With over 200 championships in 30 different games, they are the most successful in their arena.
Fnatic is also collaborating with Champion on apparel for the online store, as well as an announcement this August that has yet to be revealed.
Back in February of 2020, Gucci invited members of the Fnatic esports team to Milan Fashion Week and dripped them out in full Gucci looks. Not to mention they all were seated front row, a coveted responsibility, and privilege to be had before the COVID pandemic hit the fashion industry.
As we have seen over the years, Gucci has made successful collaborative efforts to connect with youth through marketing strategies and collaborations that included graffiti artist like Gucci Ghost a.k.a. Trevor “Trouble” Andrew and rapper Gucci Mane [ironically] to capitalize on the streetwear side of fashion.
Even using the legendary director of the coming-of-age film of the early ’90s, Kids, Harmony Korine to document its latest campaigns.
Gucci even has a genderless, eco-conscious fashion collection dropping called Off The Grid, focusing on circularity, using bio-based and sustainably sourced materials, like Econyl, regenerated nylon from upcycled material, to mention.
“Designed for those mindful of their environmental impact,” Gucci indicates about the eco-conscious collection…