Doraemon x Gucci Chinese New Year 2021 Campaign. RUNWAY MAGAZINE ® Collections. RUNWAY NOW / RUNWAY NEW
Gucci x Doraemon Capsule Collection for Chinese New Year 2021. Since 2020 Gucci and its Artistic Director Alessandro Michele, the great “Bobo magician”, who trended market of “rich and depressed” millennials, went for multiple collaborations and produced several capsule collections. “Bobo generation” is a generation of Parisians, which spreads like virus all over the world, who don’t know what to do with their lives except burning it, and looking for inspiration in the past or other cultures, pseudo-intellectuals, faking values and inspiration.
Faking simplicity, Alessandro Michele produced since 2015 when he was appointed in Gucci missive trend for Bobo millennials “Geek-Chic”. Tomatoes and carrots, peasant looks highly priced pleased big public and leaded several big fashion houses this way.
For Gucci Spring Summer 2021 Resort collection he showed one particular look with Japanese manga character Doraemon, a cute robotic cat that travels back in time, which became an inspiration for the Chinese New Year 2021 capsule collection.
Gucci is combining the celebrations of the Year of the Ox with the 50th anniversary of manga and anime character Doraemon. the brand is releasing a dedicated collection for men and women adorned with the blue character overlaid on the signature GG motif. The collection comprises everything from knitwear to tambourine-shaped bags, tracksuits and even sneakers, bucket hats and silk scarves.
A new iteration of the Doraemon x Gucci collection more specifically connected with the Chinese Year of the Ox features the manga character disguised as an Ox peppering a similar range of ready-to-wear and accessories pieces.
Marking its global rollout, Gucci is promoting a range of activations. The manga character will take over the facades of Gucci stores in Australia, China, Hong Kong, India, Japan and Vietnam, and others.
Two art walls in Shanghai and Hong Kong will further boost visibility, while the Gucci app will leverage augmented reality to bring the manga character to life. By scanning the art walls and the products’ packaging — which is fully sustainable — Doraemon will be seen dancing.
Photographer Angelo Pennetta created campaign imagining Doraemon coming back from feature to save lost “Bobo” boys and girls.