Gucci Town, Gucci’s digital destination on the metaverse platform Roblox, has now launched its signature perfume, Gucci Flora. The scent comes in the form of digital wearables and scavenger hunts. The high-end brand named Miley Cyrus as its celebrity ambassador and launched her in avatar form in Gucci’s digital version of its ad campaign, Flora Fantasy. In the metaverse, users can pose for selfies next to Cyrus’s avatar. Miley Cyrus is the first celebrity to become a brand ambassador in the metaverse. Gucci Town would allow visitors to participate in challenges, games, and interactive learning experiences revolving around the fragrance.
Full story: NewsLane
