In Brief

Genies is the world's first social app that marshals AI to enable avatar-to-avatar communication between users, allowing them to customize 3D digital clones and even dress themselves in Gucci's latest wares

Animated avatar startup app Genies, which has already been integrated into numerous social media messengering platforms such as WhatsApp and Facebook Messenger, is beginning to partner with a number of luxury brands to experiment with new forms of communication, advertising and e-commerce. The app allows people to customize numerous aspects of an animated avatar version of themselves and then use it to interact with others through social media platforms—and can even dress themselves in over 200 pieces from the latest Gucci collection.

In time, the brand expects users to be able to purchase physical pieces from the collections directly through the app, but for now, they can style their avatars in Gucci latest wares, as the sole provider of fashion on the app. The luxury Italian designer has been quick to innovate under the new direction of Alessandro Michele and intends to use digital and shoppable activations like this to better reach its target millennial and Gen-Z audiences.

Gucci’s collaboration with Genies is an attempt to merge the latest digital social content with commerce. The app intends to create a collaborative platform that a multitude of other brands could utilize in the future, allowing for both creativity and communication.

Genies

Gucci

Animated avatar startup app Genies, which has already been integrated into numerous social media messengering platforms such as WhatsApp and Facebook Messenger, is beginning to partner with a number of luxury brands to experiment with new forms of communication, advertising and e-commerce. The app allows people to customize numerous aspects of an animated avatar version of themselves and then use it to interact with others through social media platforms—and can even dress themselves in over 200 pieces from the latest Gucci collection.