Gucci's Next Move: Japanese Manga Capsule Marks Chinese New Year

by SHOWstudio on 15 January 2021

All you need to know about the brand's Chinese New Year capsule, and what it means for luxury's shifting focus in Asia.

All you need to know about the brand's Chinese New Year capsule, and what it means for luxury's shifting focus in Asia.

Gucci have teamed up with Japanese manga artists Fujiko Pro for their Chinese New Year campaign. Doraemon from the hugely popular anime television series appear on monogrammed accessories to sweatshirts, in what is sure to be a big hit with the Asian market luxury fashion is placing its bets on post-pandemic.

Fujiko Pro, created by Hiroshi Fujimoto and Motoo Abiko, are best known by anime fans for their earless, blue robotic cat character Doraemon. The artists have teamed up with Alessandro Michele to shake up the Gucci monogram, with Doraemon appearing on leather vanity cases, wallets and backpacks to Gucci sliders. The virtual world of anime meets with the real in the campaign photographed by Angelo Pennetta. In-keeping with the retro, grandma chic Michele has pioneered at the luxury brand, the Gucci gang are found hanging out with Doraemon in living rooms and bedrooms filled with antiques. The capsule celebrates not only the Chinese New Year (this being the Year of the Ox- with a special Doreamon Ox character to match) but also the manga’s 50th anniversary. All packaging is sustainable.

The Italian brand has led the charge with luxury's embrace of digital and gaming spheres traversed by Gen-Z; last year they launched a virtual and customisable trainer space on their app Gucci Arcade, also providing a must-have wardrobe for Animal Crossing users. Doraemon x Gucci will also be available via Gucci Pins, the house's ephemeral stores.

Michele continues to make Gucci both relevant and fun for the younger luxury consumer we've seen begin to dominate over the past five years or so, whilst also reflecting the industry's focus on Asia, where consumer culture in countries such as China have bounced back quicker and ahead of Europe and the U.S. Therefore it's little surprise that two Gucci ArtWalls are set to appear in Shanghai and Hong Kong later this month. By scanning the walls or the product packaging, Gucci fans will be able to discover even more Doraemon content on the Gucci app.

Having announced the brand will show off-schedule just twice a year, Gucci are noticeably absent from the Milan Fashion Week schedule, but we're keeping our eyes peeled in the hope that there is more Guccimania to come. Later this month, we're also told to expect even more Doraemon x Gucci goodies.



Photography: Angelo Pennetta

Creative Direction: Alessandro Michele

Art Direction: Christopher Simmonds



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