Good Game: 4 of This Year's Gucci Collaborations, From Fashion Collections to Gaming Consoles - Objects of luxury

Gucci and Xbox’s unexpected collaboration was teased through a Twitter exchange between the two brands.

Much of the hype around Gucci is on their latest collection, with Balenciaga released last Monday. However, the Alessandro Michele helmed label worked with brands outside the luxury fashion segment this year. Given that 2021 is the brand’s 100th anniversary, it seems they’re not getting set in their ways by actively pushing the boundaries of who they combine ideas with.

From dubbing a collaboration a “hack,” working with Xbox because of gamer lingo, making a Hot Wheels version of their vintage automobile, and designing a line (and equipment) with an outdoors company—Gucci may be a century old. However, they still know how to have fun.

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Gucci x Balenciaga

Dubbed “The Hacker Project” because Gucci’s creative director Alessandro Michele looked to “contaminate” Balenciaga pieces with his brand’s hallmark design elements. For example, instead of solid colored leather, Balenciaga’s Hourglass bag is covered with the GG monogram pattern—while other features of the bag remain the same such as its hardware and handle shape.

Hacker Graffiti Medium Tote Bag in beige and brown / Photo from

In another piece, Demna Gvasalia, Balenciaga’s creative director, throws in a graffiti print stating “this is not a Gucci bag” across a classic Gucci monogram tote. The rest of the collection includes clothing and accessories incorporating each of the Kering brands’ logo designs—fashion’s newest coveted set for those into logomania. 

You can shop for The Hacker Project collection here.

Gucci x The North Face

Four months before the Italian house’s collaboration with Balenciaga, they released a collection with The North Face’s outdoor brand. In contrast to “contaminating” another brand, Gucci unifies its logo and brand color schemes with the San Francisco company.

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The collection boasts ready-to-wear men and women apparel, footwear, accessories, and outdoor equipment. Both brands agree on a retro theme given Alessandro Michele’s continuous ode to past eras, while North Face revisits their designs from the seventies for inspiration. 

You can shop the Gucci x The North Face collection here.

Gucci x Hot Wheels 

Although the limited edition collectible is sold out, it’s interesting to know that Gucci collaborated with toy manufacturer Mattel Creations to celebrate its 100th anniversary last October. The collectible toy car pays tribute to the 1982 Gucci Cadillac Seville (a collaboration between Gucci and Cadillac), an actual automobile released 42 years ago. 

The 1:64 scale collectible cost $120, and Hot Wheels created 5,000 pieces with the vehicle’s full external and internal details.

You can get more information on the Gucci x Hot Wheels collaboration here.

Gucci x Xbox

To celebrate their 20th anniversary, Xbox partners with Gucci for the fashion house’s monogrammed console, controllers, luggage case, and bag tags. But why work with the 100-year luxury brand over other fashion labels more hyped toward gamers (like Armani Exchange, who sponsored an e-sports team). 

Amusingly, it was all born from gamer slang. “GG,” which is short for “good game,” a term people use after, well, playing a game. Early this month, Xbox tweeted, “Saying ‘GG’ at the end of every game will never go out of fashion.”

In response, Gucci posted, “we couldn’t agree more.” With this collaboration, fashion’s GG (Gucci monogram) and the gamer world’s GG merge for a limited line releasing today.

You can shop the Gucci x Xbox “bundle” here.

Banner photo from @Gucci on Instagram.

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