Gucci creative director Alessandro Michele has designed a pair of neon-coloured, digital-only trainers that people can try on using augmented reality and "wear" in photographs for social media.
The Gucci Virtual 25, named after Michele's favourite number, is a low-top, high-top hybrid with a fluorescent, highlighter green upper.
Top image: Gucci designed the Virtual 25 trainer in collaboration with Wanna. Above: the shoes are available via the brand's app
The brand's double G logo is emblazoned both on the chunky blue sole and on a dial, which holds the shoes together in place of traditional laces.
Created in collaboration with AR fashion platform Wanna, the non-physical shoes can be purchased within either company's mobile app for between $9 and $12. Users can try the trainers on using augmented reality
This enables the owner to wear the shoes much like a face filter so they can take pictures or videos to be shared online. Buying them within the Gucci app also unlocks an in-game downloadable version of the trainers that can be worn by users' avatars on the virtual reality social platform VRChat and online game Roblox.
Gucci has previously worked with Wanna to create AR versions of its entire real-life sneaker collection so that shoppers can virtually try it on within the brand's app.

"In five or maybe 10 years a relatively big chunk of fashion brands revenue will come from digital products," Wanna co-founder and CEO Sergey Arkhangelskiy told Business ...