To celebrate the upcoming Year of the Ox, Gucci have released a new Lunar New Year collection. The Italian fashion house’s creative director Alessandro Michele has found his latest collaborator in the form of a cartoon, creating a collection of items featuring the famous anime and manga character Doraemon; a cat-like robot sent from the XXII century to help a young boy called Nobita Nobi. The resultant Doraemon x Gucci collection also signifies the manga’s 50th anniversary.
The offering spans across menswear and womenswear, featuring the blue-hued Doraemon splayed across the GG all-over motif on a range of leather goods, phone cases, hard cases, slides, loafers, and sneakers. The affable cartoon character also appears on hoodies, atop pastel pink flowers on a silk scarf, and on white sneakers.
Shot by photographer Angelo Pennetta, the Doraemon x Gucci campaign celebrates the Chinese Lunar New Year by having Doraemon accompany the models, injecting joy and excitement into everyday activating like eating breakfast, playing video games with friends, and lounging around.
The Gucci 2021 Lunar New Year Collection comes with its own sustainable packaging, which comprises fully recyclable green bags and matching swing tickets referencing the 50th anniversary of the cartoon, all featuring Doraemon.
The Doraemon x Gucci collection is available on the Gucci webstore. Check out the full campaign below.