Doraemon takes the stage of Gucci Lunar New Year campaign

As we usher in the Year of the Ox, Gucci presents its Lunar New Year campaign featuring a special Doraemon collection - paying nod to the anime character loved across generations in conjunction with its 50th anniversary. 

Lensed by photographer Angelo Pennetta, the campaign set against a nostalgic backdrop where Doraemon takes the centre stage and brings back everyone’s favourite childhood memories with friends. With a classic blue that couldn’t be missed, Doraemon takes over the signature GG motif on a line-up of ready-to-wear, accessories and bags. 

As playful as it sounds, an unexpected Doraemon disguise is also created in honour of the Year of the Ox, which can be seen on several Gucci’s signature designs including the Gucci Dive Watch, Ace Sneaker and the Small Shoulder Bag. 

The purchase of Gucci 2021 Lunar New Year Collection will come with its own sustainable packaging of recyclable green bags printed with Doremon motif.