An image depicting gameplay from Tennis Clash
Gucci / Tennis Clash

Following the news that Gucci will be going “seasonless” in the the wake of the numerous shake-ups to the fashion industry from Covid-19, the Milanese fashion house announced a new partnership with popular gaming app Tennis Clash.

The partnership will feature two new playable characters – Diana and Jonah – dripping in virtual Gucci headgear, socks, and other apparel along with a new Gucci-branded tennis racket. The game will also allow players to shop for the outfits worn by the characters on the Gucci website as well as play in themed tournaments.

The move to combine fashion and gaming tracks with a recent explosion of industry crossovers including the Travis Scott x ASTROWORLD gaming merch and the popularity of Animal Crossing fits all pointing to a future whereby virtual dressing and Gucci-fied avatars are just another way to flex.

The game will be available to play from June 18.

Words by Max Grobe
Associate Fashion Editor