Luxury fashion brand, Gucci, has announced a collaboration with non-fungible token (NFT) giant Yuga Labs to explore the intersection of Web3 fashion and entertainment. The partnership, which will span over several years, aims to bring luxury digital fashion into the Otherside metaverse and its 10KTF collection. The collaboration follows Yuga Lab’s second trip to The Otherside, a gamified experience that features Bored Apes, CryptoPunks, and Meebits.

Gucci has been taking steps towards exploring the world of Web3. In February 2022, the company acquired an undisclosed amount of land in the metaverse game The Sandbox to experiment with virtual experiences. Additionally, in June, Gucci purchased $25,000 worth of NFT marketplace SuperRare’s native tokens to participate in the DAO and open a digital art vault.

The new partnership between Gucci and Yuga Labs aims to blur the lines between the physical and digital, creating a new narrative that explores the potential of fashion and entertainment in the metaverse. Gucci has previously collaborated with Yuga Labs on the Gucci Grail collection, featuring designs from 10KTF creator Wagmi-San. With this partnership, the two companies seek to take their collaboration to the next level and create new experiences for consumers in the digital world.