Miley Cyrus is the latest celebrity to join the metaverse. As the face of the Gucci’s Flora Gorgeous Jasmine fragrance, the singer is making her debut in Roblox’s Gucci Town as the platform’s first celebrity avatar persona. Players can play alongside Miley’s character as they navigate different quests and challenges, and the project also marks the first Gucci Beauty product to enter the game.
The Gucci Flora digital project was brought to life with the help of Swedish game development studio The Gang. Similar to other metaverse-based fragrances, users can tap into a digital rendering of the floral-scented perfume through the virtual Gucci store. The space is modeled after the Gucci Flora pop-up that took place in January at The Grove in Los Angeles.
