Storied fashion house Gucci is forging a new kind of retail. Not content to merely dominate the IRL world of style, the 102-year-old brand has staked its claim in the metaverse—cementing its somewhat unexpected status as a trailblazer of digital transformation. Tapping lessons learned from the success of its Gucci Garden pop-up project, the Italian company is using its more permanent spot on roblox as an incubator of exploration. In the digital destination known as Gucci Town, users can play brand-inspired games, take avatar selfies with models in fashion shoots, and snag limited-edition virtual accessories. Gucci’s digital playground racked up more than 34.6 million visitors within a few months of its debut. But fashionistas can be a fickle lot, so the company has been partnering with some big names—or at least their avatars—including pop star Miley Cyrus and Premier League footballer Jack Grealish. Gucci also collaborated with sneaker brand vans to create what was proclaimed the fi...