The Year of the Rat is almost upon us, and Gucci has teamed up with everybody’s favorite cartoon rodent to celebrate.
For Lunar New Year 2020, creative director Alessandro Michele has treated us to another exclusive collection in collaboration with Disney. In keeping with the spirit of the Year of the Rat – or, better yet, the Year of the Mouse, depending on who you ask – the collection features the iconically joyful image of Mickey Mouse across a variety of pieces.
The collection’s campaign continues Gucci’s ongoing collaboration with unusual and innovative film director Harmony Korine, who here handles both video direction and photography. The video follows a day in the life of Mickey Mouse as he travels through Disneyland, greeting Gucci-clad fans of all ages and taking part in the fun of the park. Michele’s colorful, idiosyncratic styling feels right at home among the whimsicality of Disney, and Korine’s creative and energetic camera work really allows the magic to shine through. These two creatives working in tandem and in conversation with the setting create a singular vision that feels dream-like and timeless.
Gucci’s penchant for creative collaboration has landed them yet another successful and richly imaginative campaign. Rather than wholly distinct compositions, each campaign led by Alessandro Michele – especially in his recent collaborations with Harmony Korine – feels like another entry in a continuing series, an intoxicating glimpse into another facet of this world. Presenting such an aesthetically unified but always fresh vision is no walk in the park, but Gucci makes it look easy.
Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher
Photographer/Director | Harmony Korine
Models | Ni Ni, Earl Cave, Zoë Bleu
Stylist | Alessandro Michele
Hair | Alex Brownsell
Makeup | Thomas De Kluyver
Ni Ni’s Makeup | Gao Jian
Location | Disneyland Resort in California
Music | Who’s Afraid Of The Big Bad Wolf? By Frank Churchill Additional Lyric by Ann Ronell ©Copyright by Bourne Co.
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