Pokemon Fashion Flash: Gucci comes to Pokemon Go

So hot right now.

Pokemon Go players can now get decked out in some pretty fancy Gucci items.

The collaboration kicked off yesterday (January 4), with users told they can head to more than 100 PokeStops around the world to pick up gear T-shirts, hats and backpacks from The North Face x Gucci Collection for their avatars. People can also buy these items in real life in-store if they want to match their in-game persona.

The full list of cities where folks can pick up these fits in-game can be found here. Of course, as some parts of the world go back into coronavirus lockdown (NOT NAMING ANY NAMES, THE UNITED KINGDOM) this is slightly unfortunate timing for the collaboration to be rolled out.

The Gucci and Pokemon Go collab was teased at the end of last year, with the fashion brand putting out a tweet on December 23 that the two companies were doing something together. This, in turn, came in the wake of  The North Face x Gucci partnership, which was first shown off on December 22.

Industry publication Fashion Week Daily points to this being the latest in a series of video game-inspired projects, following in footsteps of Balenciaga debuting its Fall 2021 collection in a game called Afterworld: The Age of Tomorrow and Louis Vuitton showing off its Spring/Summer 2021 men’s collection in The Adventures of Zoooom With Friends digital theme park. In May 2020, fashion brands Marc Jacobs and Valentino released some outfits for Nintendo Switch exclusive Animal Crossing: New Horizons. Louis Vuitton also has a history of collaborating with video games brands, such as League of Legends and Final Fantasy 13.

Since its launch in 2016, Pokemon Go has partnered with a number of big mainstream brands, including coffee chain Starbucks and fast-food restaurant McDonald’s.

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