Gucci and Vans are merging their metaverse worlds on Roblox for a virtual scavenger hunt.

Gucci and Vans are merging their metaverse worlds on Roblox for a virtual scavenger hunt. Gucci Town and Vans World have come together for a fashion-inspired scavenger hunt where players are tasked with finding “fabrics and patterns, which can be turned into a shoe accessory or skateboard backpack when all swatches are collected.” Once all pieces are collected, users can show off the final project on their avatar. The collab is meant to introduce young consumers to the luxury of Gucci through the familiarity of a brand like Vans. While some brands have backed out of the metaverse recently, “the Gucci and Vans activation shows that there is still interest in Roblox and potentially the metaverse as a whole.” YPulse told you how Gucci (the top luxury brand young consumers say they want to own) has been reaching Gen Z through more digital spaces over the past year—and our Where is the Metaverse? trend report shows Roblox is the third most used metaverse platform among Gen Z (behind Minecraft and Fortnite). (Retail Dive)