Gucci flirts with esports by inviting Fnatic to front row of show

17 January 2020


Gucci has dabbled with the esports industry for the first time by inviting Fnatic to sit front row at its latest menswear show.

The London-based organisation sent players from its LEC roster to attend the show, dressed to the nines in Gucci clothing.

Gucci Fnatic
Photo via: Fnatic

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Typically occupied by celebrities, the front row at Gucci’s show also welcomed the likes of actor and singer Jared Leto, actor Andrew Garfield, and actor Salma Hayek. Martin “Rekkles” Larsson, Gabriël “Bwipo” Rau, Tim “Nemesis” Lipovšek, Zdravets “Hylissang” Iliev Galabov, and Oskar “Selfmade” Boderek were all in attendance representing Fnatic.

Craig Santicchia, Partner Development Director for Fnatic told Esports Insider: “We’re extremely proud to have been invited by Gucci to attend the Milan Fashion Show as special guests on what is a cross over between the new world sport and fashion. Gucci has always been an innovative brand, pushing the boundaries, much like ourselves at Fnatic. Disrupting the norms and opening up new possibilities.”

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While this development doesn’t appear to be part of a larger relationship between Fnatic and Gucci, more and more we’re seeing fashion intertwine with the esports industry. Perhaps the most prominent example of this in recent times is Louis Vuitton’s involvement in League of Legends at the 2019 World Championship.

Esports Insider says: The collaboration between esports and fashion is only just starting, it’s plain to see. Gucci now appears ‘ahead of the times’ to its most of its peers and fashion industry figures, and Fnatic got a fancy day out – sounds like a win-win to us!

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