Gucci has unveiled an immersive, mixed reality version of its documentary Who is Sabato De Sarno? A Gucci Story, tailored for the Apple Vision Pro headset. This 20-minute film offers an intimate look into the journey of Sabato De Sarno, Gucci’s creative director from 2023 to early 2025, as he prepared for his debut collection, Gucci Ancora, showcased at Milan Fashion Week in September 2023. The documentary, directed by Ariel Schulman and Henry Joost and narrated by Paul Mescal, was initially released on Mubi on March 15, 2024. (Vogue Business, Platform Magazine)
The Apple Vision Pro experience elevates the documentary by integrating spatial computing elements, allowing viewers to engage with 3D visuals and interactive features that extend beyond the traditional screen. Users can witness digital recreations, such as De Sarno’s sketches materializing in their environment or a virtual Gucci Jackie Notte bag appearing within their space. This approach aligns with Gucci’s strategy to blend art and technology, focusing on storytelling and emotional engagement rather than direct commerce. (Forbes, Hypebeast, Vogue Business)
This initiative reflects Gucci’s ongoing exploration of innovative technologies to enhance brand storytelling and connect with audiences in novel ways. By leveraging the capabilities of the Apple Vision Pro, Gucci continues to position itself at the forefront of fashion’s intersection with emerging digital platforms.(Vogue Business)
