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.

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