Gucci presented a marketing plan that may prove to be successful, the international press comments. The international fashion brand’s creative director, Frida Giannini, made a partnership with Japanese manga artist Hirohiko Araki. He will promote Gucci’s newest resort collection through multi-media graphic illustrations.
The illustrative story is called “Jolyne, Fly High with Gucci” and will be presented in the windows of Gucci’s over 70 stores throughout the world. The full manga story will also be published by fashion magazine Spur and on Gucci’s Facebook page, while the multimedia campaign will also include in-store and online videos.
The story presents Jolyne Gujoh, a character that starts a fantastic adventure when she tries to find out the secrets behind a vintage piece she inherited from her mother’s Gucci collection.
“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.
Araki is famous in Japan for the long running manga series “Jo Jo’s Bizarre Adventure”, with reported sales of 70 million copies. Araki worked with Gucci before, in September 2011, when he illustrated an exhibit of Gucci’s 90 year anniversary.