Gucci Is Selling $12 (Virtual) Sneakers | News & Analysis

In collaboration with fashion-tech company Wanna, the Italian house is debuting a digital sneaker, available to purchase for $11.99 on its app or $8.99 on Wanna’s app.

Designed by creative director Alessandro Michele, the sneaker is also the first original digital product from Belarus-based Wanna, which specialises in using augmented reality (AR) to create 3D models for digital fittings of sneakers and watches. So far, the app’s technology has been used by Reebok, Farfetch, Puma and Snapchat to test out how consumers engage with virtual try-ons, and perhaps more importantly, taking photos of themselves with new products using augmented reality.

The brand previously worked with Wanna to digitalise its sneaker catalogue for AR try-ons as well as integrating the capabilities within the brand’s own Gucci app.

The frenzy around digital-only products has grown in recent weeks, in part due to the large sales of digital assets in the form of

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