Gucci launches new DIY collection

Gucci has announced the extension of its DIY personalization service titled 'Do It Yourself' to its iconic Ophidia tote bag and the Ace sneaker.

The two accessories can now be personalized in a diverse range of colors and letters. One can customize the accessories by choosing alphabet letter shaped special patches that come in a rounded font and made of leather, crocodile, python and felt. There are two letters per product - one letter per shoe and one letter per side of the Tote Bags.

Altogether, the customization program champions the idea of self-expression as there are no limits to the combination possibilities. The new DIY collection is presented in special packaging printed with ABCDEFGucci.

Gucci also offers an in-store app utilizing augmented reality, through which customers can preview their product so they know exactly what their customized purchase will look like before check out. The app is currently usable at Gucci Wooster NY but will be introduced to other Gucci stores beginning in September.

To promote the "Do It Yourself" initiative, the Italian fashion house launched a photo and video campaign shot by Petra Collins.

The new Gucci DIY collection is available exclusively on Gucci.com and at the new Gucci Wooster space in New York.

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