Fashion embraces virtual products, as Gen Zs value them more than physical ones

Digital-only items are part of the Gucci’s time-limited collection for Roblox. Fashion is dipping its toes into an expanding virtual space where many of its youngest fans already are at home. Photo: AP

Anyone whose virtual alter ego is wandering around the Roblox online game platform these days might run into other avatars sporting Gucci handbags, sunglasses or hats.

The digital-only items were part of a limited Gucci collection for Roblox, a step by the fashion house that prides itself on Italian craftsmanship to enter an expanding virtual space where many of its youngest admirers already are at home.