Visitors to Gucci stores around the world will be greeted by a different kind of campaign girl this season. Instead of Cruise 2013 stars Joan Smalls and Karmen Pedaru, the store windows will be filled with images of Jolyne Cujoh, the animated star of “Jojo’s Bizarre Adventure.”
To reinterpret the season’s floral-filled collection, Gucci’s creative director Frida Giannini called on the Japanese manga artist Hirohiko Araki, who previously created a comic book for the brand’s 90th anniversary. The resulting manga, “Jolyne, Fly High with Gucci,” tells the story of a Japanese-Italian anime heroine who finds a vintage piece from her mother’s Gucci collection, sending the tough-as-nails Jojo on a fantastical fashion adventure — all while wearing the ladylike resort looks, of course.
“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,” Giannini said of the collaboration. Images from the story will appear in 70 stores worldwide, while the full manga will be unveiled exclusively in Japan’s Spur magazine and on Gucci’s Facebook page.
It’s not the only fashion-anime mash-up in the news. Canadian blogger Francis Phommisai has been making the media rounds with his blog pokexfashion, with inserts Pokémon characters into high-fashion ads and editorials. Quite a fashionable upgrade from the Saturday morning cartoons we remember.
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