Gucci Goes To Disneyland For Chinese New Year Campaign

by SHOWstudio on 2 January 2020

Gucci has released their 'Year of the Mouse' collection in celebration of the Chinese New Year, with a campaign shot by Harmony Korine in Disneyland California.

Gucci has released their 'Year of the Mouse' collection in celebration of the Chinese New Year, with a campaign shot by Harmony Korine in Disneyland California.

In anticipation of the Chinese New Year, which begins at the end of this month, Gucci is celebrating with a Year of the Mouse collection. Gucci makes for the ultimate day out in Disneyland, as creative director Alessandro Michele teams up with photographer Harmony Korine for the collection's fantastical campaign.

Gucci 'Year of the Mouse' campaign, photograph Harmony Korine
Gucci 'Year of the Mouse' campaign, photograph Harmony Korine

A continuation of Michele's eclectic campaigns, which have taken consumers from Ancient Greece to a 1970s villa party, Gucci's Year of the Mouse story takes the Gucci universe into the realms of childhood fantasy. Shot in the heart of Disneyland California, the Christopher Simmonds art-directed campaign debuts the new collection with a focus on playfulness and fantasia. Sleeping Beauty's castle and an array of distorted cartoon-like buildings make for the backdrop, as actress Ni Ni, actor Earl Cave, and poet, designer and stylist Zoë Bleur join Mickey Mouse for a day in the Disney mothership.

Harmony Korine, the man behind the Gucci Cruise 2020 campaign, captures the Year of the Mouse collection in retro-inspired photographs shot in t story takes the Gucci universe into the realms of childhood fantasy. Shot in the heart of Disneyland California, the Christopher Simmonds art-directed campaign debuts the new collection with a focus on playfulness and fantasia. Sleeping Beauty's castle and an array of distorted cartoon-like buildings make for the backdrop, as actress Ni Ni, actor Earl Cave, and poet, designer and stylist Zoë Bleur join Mickey Mouse for aday out in the Disney mothership.d trainers. The Mickey Mouse motif has also been used to rework the 1980s Gucci house print, in-tune with a retro-spirit which prominently manifested itself for the Gucci Pre-Fall 2018 Dapper Dan collection. Gucci fans can soon immerse themselves further into Michele's universe by engaging with bespoke entertainment in conjunction with the launch. Gucci Pins, the brand's ephemeral stores, will release content exclusive to each city, as Gucci brings the childhood qualities of fantasy and play to shoppable life.a

Gucci 'Year of the Mouse' campaign, photograph Harmony Korine
Gucci 'Year of the Mouse' campaign, photograph Harmony Korine
Gucci 'Year of the Mouse' campaign, photograph Harmony Korine

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