Gucci Brings in the Chinese New Year with Help from Manga Character Doraemon
Chinese New Year is just around the corner – well, er, in a month’s time – and Gucci is celebrating big time. February 12 will herald the Year of the Ox, which manifests hard work, positivity and honesty. All that sounds a bit nice right now, doesn’t it?
As usual, Alessandro Michele has imagined a dedicated Gucci collection of special, limited edition items to mark the occasion. This time, the capsule collection features the Japanese manga character Doraemon, which is also celebrating its 50th anniversary in 2021. The robo-cat creation, sent from the XXII century to assist a young boy called Nobita Nobi on a series of missions, will become disguised in a special tribute to the Year of the Ox to mark the beginning of the celebrations – which will be revealed later this month.
The collection sees hoodies, tees, trackies and a whole bunch of accessories stamped with the playful character, who is often printed across the house’s GG motif. The accompanying campaign, shot by Angelo Pennetta, sees Doraemon join the Gucci gang as its brand new member, and will be incorporated in a series of immersive shopping experiences in Gucci stores worldwide. Cute stuff all round.
Creative Director: Alessandro Michele
Art Director: Cristopher Simmonds
Photographer: Angelo Pennetta