The GG Connection

The Gucci Good Game capsule collection celebrates the bridge that has been forged between the House and the world of gaming.

GG—encoded in those two simple letters is a storied system of values, and not just for Gucci. Since the 1960s, the monogram of the House’s founder Guccio Gucci has been featured across collections as a nod to its 100-year heritage. The initials similarly surface over and over again at the end of multiplayer games as competitors suddenly turn back into companions, saluting each other with the abbreviation for “good game.” This is the point of connection that Gucci Good Game explores, and that is celebrated in a special capsule collection presented by the House.

After many pursuits and initiatives in the gaming arena, the capsule collection marks the first time the spirit of Gucci Good Game circles back to the House’s foundational landscape—fashion.
With a double meaning, the GG becomes the defining motif of the collection envisioned for gamers. Echoing the meeting of worlds that Gucci Good Game embodies, King Kong Magazine has envisioned a surreal visual narrative mixing elements from nature and those from rave culture to present the capsule.