The Italian fashion house Gucci announces Diy to customize the items
Gucci has just launched the Do it yourself project.
The new service of the house, active since May 10, allows customers to express their creativity by personalizing the items on sale.
It is available exclusively on Gucci.com and thanks to an interactive application with virtual images in 3D, even in the new store inaugurated on May 6 in New York, Gucciwooster.
The service is available on the Ophidia shopping bag, on the Ace sneakers and on the new accessories, which will be sold in special packs printed with the AbcdefGucci logo.
The campaign was created by the American artist Petra Collins, which shows the new accessories customized through the image of a character who dreams with open eyes and believes to be a rock star.
Customers will have the opportunity to choose their initials in the calligraphy of the Gucci alphabet, specially created in a distinctive and applicable on bags and sneakers.
The bags on which the customization is applicable are those in leather, caiman, python and felt and the crystals will be the letters of the alphabet, while the Ace sneakers are available in a wide range of materials and color combinations: leather in bright red, green, yellow, pink or black; python in red, green or dark yellow; silk tassel in fuchsia or gold, and black felt edged with crystals.
The company has developed an augmented reality application that allows buyers to view products that they have customized in a realistic context.