Gucci says gg <3 with a new capsule collection

November 9, 2022

Gucci announces the good game capsule collection. GG, or good game, in a nod to the brand's heritage, is also the logo and initials of Gucci's founder, Guccio Gucci. The initials also surface over and over again at the end of multiplayer games as competitors turn back into companions. They salute each other with the abbreviation for "good game." This is the point of connection that Gucci Good Game explores and celebrates in a new capsule collection.

Gucci GG
Gucci GG

Gucci Good Game

Embraced in 2019, Gucci Good Game is the motto for the House's ventures into the gaming world for play, self-expression, talent, freedom, and individuality. The collection spotlights the positive critical principles of making an enjoyable gaming experience possible.

From fun to professional, Gucci's forays into the gaming arena involve creators developing authentic experiences that aim to establish close and deep connections with gamers. The initiatives have seen the brand building a multifaceted presence in a select number of games and immersive gaming platforms. These include Roblox, The Sandbox, Zepeto, Hot Wheels Unleashed, Pokémon GO, Animal Crossing, Tennis Clash, The Sims – or partnering with XBOX to offer a limited-edition bundle.

Gucci GG
Gucci GG

The GG initials, reworked as the Gucci Good Game logo, debuted with the Gucci Gaming Academy – a significant manifestation of the House's principles in this field. It was prominently displayed in Gucci Town on Roblox, the persistent digital space for the Gucci Community on the platform.

Now bringing the spirit of Good Game into the House's foundational landscape— fashion—the collection further celebrates the link between Gucci and gaming. With its double meaning, the GG becomes the defining motif of this casual-minded capsule. From bowling shirts and hoodies to slides and sneakers, metallics combine with rainbow hues to create an iridescent effect across items emblazoned with the monogram.

Gucci GG

In this tale, the collection renders the world fantastical, a safe space where gamers can craft their lives with an unlimited imagination. Echoing the exploration of new landscapes and meetings of worlds, the collection takes center stage in a visual narrative envisioned by King Kong Magazine, a collaborative project shot by photographer Piczo. Bringing the audience through a portal, entering another dimension where the elements of the club and rave culture blend with those of nature; the images create scenarios that echo spiritual wanderings.

The Gucci Good Game collection will be available online at and in select Gucci Stores worldwide.

Gucci GG
Gucci GG

The collection


Echoing the House's exploration of the world of gaming, the Gucci Good Game capsule features experimental materials, colors, and treatments. The GG monogram is the collection's key motif, recalling the connection between the House and this digital landscape.

They are embracing a casual attitude; the ready-to-wear features two co-ord sets of a bowling shirt and shorts. One features the traditional GG monogram, reinterpreted in an iridescent print. The other inserts the Gucci Good Game logo into the House's all-over monogram print. An iridescent hoodie and a logo T-shirt are also featured in the collection.

The handbag selection includes a variety of silhouettes, from a square-shaped mini bag and tote bag to a crescent-moon style and belt bag, all in a metallic silver material that features the Gucci Good Game logo. There is also a multi-pocket backpack crafted entirely in leather with removable elements to complete the offer, inspired by gamers' mutable and adaptive needs.

The shoe selection presents a pair of slides featuring the Gucci Good Game logo in a black version and a white one with an iridescent strap. The Gucci Basket sneakers are also included, with a black version with glow-in-the-dark details. A metallic baseball cap is also presented with the Gucci Good Game logo.