American outdoor brand The North Face and Italian luxury brand Gucci is yet to release their anticipated collection to the public, at least in physical form. Earlier this week, the two brands turned to The Pokemon Company and its AR developer Niantic to debut the t-shirts, hats, and backpacks. Pokemon GO gamers can dress their Avatars in the collaboration for ”a limited time”, so be quick.
Players can look for specific Gucci Pins on the app’s immersive map, where they can access the digital collaboration for free. There are 100 total pick-up-points, spread out in cities all over the world.
For the people who like to keep it old-fashioned and purchase the collection in physical form, the online purchasing raffle opens on January 9 and general sale opens on January 22.
The digitisation of the fashion industry is developing at a rapid pace. The global pandemic has accelerated this phenomenon, next month, Copenhagen Fashion Week is set to be fully digitised and won’t have a physical fair, Cecilie Thorsmark, CEO of Copenhagen Fashion Week, told Dansk Mode & Textil.