Gucci’s new Lunar Year campaign celebrates with Walt Disney’s Original, Mickey Mouse, ‘Year of the Mouse’ collection
January 2, 2020: Gucci’s creative Director Alessandro Michele is celebrating the Chinese Year of the Mouse with a specially designed collection of items that feature Walt Disney’s True Original, Mickey Mouse, for the upcoming Lunar New Year, beginning January 25, 2020. Launching now in stores and online, this collection sits centre stage in a new campaign shot by photographer and director Harmony Korine and starring Gucci ambassador and actress Ni Ni, actor Earl Cave and designer, stylist and poet Zoë Bleu.
The ready-to-wear collection features accessories from shoes and bags to small leather goods and scarves. The collection has a humorous, vintage spirit, where Disney’s timeless star appears to team up with many Gucci motifs. Key to the Lunar New Year collection is a new material: the Mini GG Supreme canvas with Mickey Mouse print, a beige and ebony fabric that features a vintage Mini GG pattern with Mickey Mouse playfully applied to it in varying scale. This print has been introduced in reference to a House fabric from the 1980s. A brown leather tag identifying the official collaboration with Disney is included in many of the pieces. The pieces in the special Lunar New Year collection that feature the Mini GG Supreme canvas with Mickey Mouse print include handbags, small leather goods, luggage and women’s and men’s shoes.
The distinctive Gucci Grip watch also displays the playful Mickey Mouse motif, and, for jewellery, an enamel Mickey appears on sterling silver designs. There are also special sunglasses for Lunar New Year that reference the colours used in the rest of the collection. Crafted in white matelassé quilted leather includes two sizes of the GG Marmont bag, the zip around wallet and a card holder. Each piece features four colourful prints seen in women’s and men’s wear pieces, depicting Mickey Mouse in settings rendered in toile de Jouy style frames.
A specially designed lineup of Lunar New Year accessories is also available exclusively on Gucci.com. The Lunar New Year collection will be promoted across Gucci’s digital channels and selected Gucci stores worldwide featuring dedicated windows. Gucci Pins, ephemeral stores inspired by the pins seen on interactive digital maps, will also highlight the Lunar New Year items in several cities. Bespoke entertainment will also be available on the Gucci App and on several Gucci Pin façades, digitally bringing the Mickey Mouse character to life for customers and passers-by.
The campaign for the new collection portrays a playful narrative that follows Mickey Mouse as he goes about his day in Disneyland. Mickey heads out into the magical park where he entertains adoring Gucci-wearing fans of all ages and hangs out with his famous friends. The colourful energetic imagery has the look of holiday postcards, and the eclectic spirit of Gucci is perfectly at home in the fantasy world of Disneyland.