Gucci welcomes the Lunar New Year and pays tribute to Doraemon in a playful collection, now on display in Bangkok at Gucci Pin, Iconsiam.
The Doraemon x Gucci collaboration actually straddles the 50th anniversary of Doraemon in 2020 and the 100th anniversary of the Italian fashion house in the Year of The Ox.
A famous Japanese manga and anime character, Doraemon is cat-type robot sent from the 22nd century to help a young boy called Nobita Nobi with secret gadgets from its four-dimensional pouch.
The collection for men and women features the pop icon in the classic blue colour over the GG motif, across different product categories.
The designs also have Doraemon in disguise as an ox -- the second zodiac animal in Chinese astrology.
The blue is replaced by golden tones, and two little horns have been drawn on Doraemon's head as part of his makeover. These two figures are featured in different poses over a GG motif, either in a repeat design, or singly, to create new patterns.
The ready-to-wear with Doraemon prints in blue and brown include blousons, coats, bowling sets in silk twill, jersey tracksuit sets, sweatshirts, T-shirts, wool crew-necks, denim skirts and jeans, and a black swimming costume.
A new version of the GG Supreme canvas has been developed for use with shoes, luggage, handbags, small leather goods and hats. The archival GG House pattern is now augmented with either an all-over or single print of Doraemon. All styles are trimmed with red leather, and the resulting look has a vintage spirit.
The Doraemon x Gucci Collection has its own dedicated packaging, which comprises green bags and matching swing tickets and cards, all featuring either the blue Doraemon or brown ox Doraemon; the swing tickets reference the 50th anniversary of the cartoon.
Shot by photographer Angelo Pennetta and with a video directed by Akinola Davies, the Gucci Lunar New Year campaign stars the affable character. From having breakfast to playing video games or partying in the garden, Doraemon plays the role of an imaginary friend that transforms everyday activities into joyful adventures.
