In an age in the fashion industry where you really need to do something extraordinary to stand out from your competition, Gucci’s creative director, Frida Giannini may have found a winning marketing idea. A collaboration with manga artist Hirohiko Araki will see Gucci’s latest resort collection promoted through multi-media graphic illustrations.
The illustrative story entitled Jolyne, Fly High with Gucci will be featured in the windows of their over 70 stores worldwide and the full manga story will also be published by fashion magazine Spur and on Gucci’s Facebook page. The multimedia campaign will also include in-store and online videos. The story is about Jolyne Gujoh, who goes on a fantastic adventure when she tries to unravel the mystery behind a vintage piece she inherited from her mother’s Gucci collection. Giannini proudly said ‘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 has created.’
Araki may not be that well-known in Western circles, but he is famous in Japan for the long running manga series Jo Jo’s Bizarre Adventure which has sold over 70 million copies. Araki first worked with the Gucci brand in September 2011 when they collaborated with Spur for an exhibit of Gucci’s 90 years that featured Araki’s illustrations. Because the exhibit was only featured in Gucci’s Shinjuku store, this time around, the partnership is on a global stage.
