Good Game: Gucci Delivers Casual Gamer Style

November 10, 2022
Gucci enlists model Isiah and Lucas B. as the stars of its Good Game campaign.
Gucci enlists models Isiah and Lucas B. as the stars of its Good Game campaign. Photo: Piczo / Gucci

Gucci launches its Good Game capsule collection, which begins with GG–the fashion house’s famous monogram, which has appeared in collections since the 1960s. GG is Gucci founder Guccio Gucci’s monogram and is a smart way to pay homage to the brand’s legacy. Now, Gucci finds a point of connection with gamers who use “GG” at the end of games to thank each other for playing a good game.

Gucci unveils its new Good Game campaign.
Gucci unveils its new Good Game campaign. Photo: Piczo / Gucci

Gucci Good Game Collection

Gucci has long been synonymous with luxury and fashion, but the brand has recently expanded into a new area: gaming. In the spirit of collaboration with diverse creators, the brand continues to build a multidimensional presence inside a select number of games and immersive platforms, ranging from The Sandbox and The Sims to Pokémon Go. 

Models Lucas B. and Isiah front the Gucci Good Game campaign.
Models Lucas B. and Isiah front the Gucci Good Game campaign. Photo: Piczo / Gucci

Gucci’s ventures into gaming reflect a desire to build real experiences that strive to establish strong and deep ties with players. The logo for Gucci Good Game made its debut with the Gucci Gaming Academy, one of the first initiatives to embody this mindset and prominently exhibited in the digital Gucci Town on Roblox.

Italian fashion house Gucci delivers fun and casual style with its Good Game capsule collection.
Italian fashion house Gucci delivers fun and casual style with its Good Game capsule collection. Photo: Piczo / Gucci

Gucci brings the essence of Good Game into fashion, further honoring its affinity for gaming. GG’s twofold connotation defines this casual capsule. Metallics and rainbow colors are iridescent on monogrammed bowling shirts, hoodies, slides, and shoes.

Jesse Fung wears a CO-ORD number for Gucci's Good Game campaign.
Jesse Fung wears a CO-ORD number for Gucci’s Good Game campaign. Photo: Piczo / Gucci

The Gucci Good Game collection takes center stage in a King Kong magazine-created visual story photographed by Piczo. The visuals induce spiritual wanderings by transporting the audience via a doorway into another world where club and rave culture mingle with nature. In this story, the collection creates a fantasy environment where players may use their creativity.