WE Chronicle – Gucci’s new manga-style windows


GUCCI is raising our eyebrows at WE with this collaboration between Frida Giannini and manga artist Hirohiko Araki. Inspired by Giannini’s 2013 Cruise Collection, Araki has created an exclusive Manga (Japanese comic strip) story that will bring the windows of Gucci’s worldwide direct store network to life in January and February.

Commenting on the collaboration Giannini said, “This has without doubt been one of the most enjoyable collaborations I have worked on. The characters that Hirohiko has conceived combine an energy, sensuality and appeal that brings my Cruise collection to life in such a Entitled “Jolyne, Fly High with Gucci,” Araki’s Manga tells the adventure of Jolyne Cujoh, a student who inherits a keepsake from her mother’s Gucci collection. Propelled by the mystery behind her vintage treasure, she embarks on a journey that transcends time.  Echoing the sensual color palette and graphic undertones of Giannini’s Cruise collection with symbolic references to the House’s iconic Flora pattern that has been reinterpreted in a number of the collection’s signature pieces, Araki’s extraordinary technique gives a three dimensional effect to his characters.

“I have always been fascinated by Italy and it is a great pleasure and honor for me to collaborate with Gucci, a brand that truly stands for design and tradition in Italy,” Hirohiko Araki said. “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 special Araki window installation will roll out across more than 70 Gucci boutiques around the world from January 3, 2013 and will remain until mid February. A multi-media campaign will complement the window installation, including in-store and viral videos and the publication of the full Manga story exclusively in Japan’s Spur magazine and on Gucci’s Facebook page.

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