Chinese New Year 2021: Gucci Teams Up With Doraemon For a Special Collection
In celebration of the upcoming Chinese New Year, Gucci's creative director, Alessandro Michele, dedicates a collection of special items featuring Doraemon, the much loved Japanese manga and anime character. The Doraemon x Gucci collaboration also celebrates the manga character's 50th anniversary.
Doraemon captured the hearts of many, the cat-type robot was sent from the XII century to help a young boy, Nobita Nobi, with secret gadgets that Doraemon can pull from his four-dimensional pouch. It's a character that has transcended across age groups and generations.
The special collection is available for both men and women, featuring the pop culture icon in his classic blue colour over the GG motif, across different product categories.
The collection debuts on January 12 and later in the month, a new special and playful Doraemon disguise that's exclusively created in tribute for the Year of the Ox will be revealed.
Doraemon takes centre stage for this collaboration, shot by photographer Angelo Pennetta. The highly recognisable character becomes a companion who transforms everyday activities to joyful little adventures—from having breakfast, playing video games with friends or partying in the garden, Doraemon will be your imaginary friend that brings an extra splash of colour in your life.
Pieces from the collection are available in selected Gucci stores worldwide. Gucci Pins (pop-ups) will also bring the immersive shopping experience to several cities.
This collection uses sustainable packaging with fully recyclable green bags and matching swing tickets that reference the 50th anniversary of the manga character. Doraemon will also be taking over selected store façades and street installations in different cities across Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, Taiwan, Thailand and Vietnam.
Doraemon will also star in two Gucci ArtWalls in Shanghai and Hong Kong, posing over the GG motif just like in the collection. Scanning the Gucci ArtWalls and dedicated packaging using the Gucci App, users can discover a choreography by the iconic character.