Miley Cyrus Joins Gucci Beauty In the Metaverse

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Celebrating the brand's latest Flora fragrance, Gucci Beauty invites Miley Cyrus into the metaverse as its first-ever avatar guest.

The multi-platinum selling recording artist and face of Gucci Flora's latest campaign takes over Roblox's Gucci Town to create an immersive experience inspired by the scent. Brought to life in partnership with game developer studio The Gang, Gucci Town is the brand's virtual destination for the growing Gucci community and seeks to create space for shared creative experiences and connection building.

Taking over the virtual world, Cyrus' avatar leads quests, games and interactive learning experiences in the form of scavenger hunts and digital selfie opportunities. From "Mini Game Heights" to "Selfie Way," the artist allows Gucci Town visitors to truly immerse themselves in the world of Gucci Flora. Elsewhere, users are also able to discover the fragrance in the virtual Gucci store, inspired by the physical Flora pop-up location. Visitors are also able to purchase digital fragrance bottles as wearable backpacks throughout the metaverse world.

News of the partnership with Cyrus comes following a world of innovation from the brand. Most recently, Gucci was dubbed the hottest brand of Q2 by fashion tech company Lyst.