Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter
Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter
Eva Langer
Opinion

Opinion

Eva Langer

The Sims 4 x Gucci: Are video games the next big platform for luxury brands to reach out to Gen Z and millennials?

Now you can deck your Sims character out in a Gucci bucket hat and hang in a modder-created treehouse – but why? And are Louis Vuitton and Burberry about to follow suit?

Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter
Who would have predicted a collaboration between Gucci and The Sims 4? Photo: @_hzmhadi/Twitter
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