Gucci’s head of digital innovation and campaign group CEO, Edward Holloway, is leaving the fashion company.
Holloway joined Gucci in November 2017 to help boost its digital business and activated several key initiatives, including Gucci’s first virtual show during Milan Fashion Week and the Gucci Garden exhibition.
Holloway will remain at Gucci until early December to ensure a smooth transition.
Gucci described Holloway’s exit as a “mutual separation,” and said the company would look for a successor to lead its digital and social initiatives.
Gucci’s Metaverse Journey
Under Holloway’s leadership, Gucci entered the metaverse and launched several virtual goods. This includes a Gucci Garden space on Roblox, a limited-edition Gucci handbag in the game Fortnite, and a Gucci x The Sims collaboration.
Gucci was among the first major luxury fashion brands to establish a presence in the metaverse. The new virtual products and experiences provided the company an opportunity to reach younger consumers and engage new audiences in new ways.
The Future of Luxury in the Metaverse
While Gucci’s metaverse efforts were short-lived under Holloway’s management, the company is likely to continue exploring virtual worlds and digital-only products. The metaverse is seen as the next major platform for engagement, commerce and storytelling by many brands.
Luxury fashion brands in particular see opportunities in the metaverse to bring their brand stories to life in immersive new environments, sell exclusive virtual goods, and attract younger consumers who grew up with video games and virtual spaces.
Metaverse-inspired products and experiences will likely become more mainstream, as brands adapt to new realities and consumer interests. Though Holloway has left Gucci, the fashion powerhouse’s journey in virtual worlds is only just beginning.
