Gucci has decided to start the new year in a very creative and unexpected way – by teaming up with Japanese manga artist Hirohiko Araki and making a multi-platform ‘manga’ campaign.
Gucci’s 2013 Cruise collection
Inspired by Gucci’s 2013 “Cruise” collection, the renowned Japanese artist’s illustrated story entitled “Jolyne, Fly High with Gucci” will be featured in more than 70 window displays of Gucci boutiques around the world. Jolyne, Fly High with Gucci will also be published by fashion magazine Spur and on Gucci’s Facebook page, while the campaign will also include in-store and online videos.
Gucci’s creative director, Frida Giannini, commented on the campaign:
“I am quite sure his window installations will stop people in their tracks in cities around the world as they immerse themselves in the fabulous fantasy world he (Hirohiko Araki) has created.”
Araki revealed how he has always been fascinated by Italy:
“Frida’s beautiful Cruise collection with its strong colors and graphic designs set my mind racing the moment she showed it to me. From there the characters and storyline came into being so naturally. It was very stimulating to work together on this project.”
The story is an adventure of Jolyne Cujoh, a student who inherits a keepsake from her mother’s Gucci collection. From there on, Jolyne embarks on a journey that “transcends time”, to discover the mysteries behind the vintage treasure, at the same time reflecting the colorful and graphic aesthetics of the “Cruise” collection.