Gucci’s new campaign unleashes Harmony Korine on Disneyland

The photographer turns his lens on Gucci’s Chinese New Year capsule collection, starring the world’s best-loved rodent.

by Jenna Mahale
02 January 2020, 5:49pm

Alessandro Michele, creative director of Gucci, is nothing if not with the times. Now, in preparation for the forthcoming Chinese New Year, which sees the Chinese zodiac’s 12-year cycle turn to the Year of the Rat or Mouse, he’s brought us a campaign starring one of the world’s best-loved rodents. That’s right, taking centre stage in the brand’s latest capsule collection is none other than Mickey Mouse. Oh, boy!

Spanning jackets, coats and trousers too, the signature beige/ebony GG Supreme canvas is given a Disney makeover, with miniature Mickeys superimposed onto its iconic interlocking logo. The print also graces items from iPhone cases to slip-on sneakers to bucket bags and guitar cases. The collection “has a humorous, vintage spirit, where Disney’s timeless star appears to team up with many of the house motifs,” according to brand.

gucci disneyland campaign images

The accompanying campaign marks the continuation of the house’s relationship with cult filmmaker Harmony Korine, of Spring Breakers infamy, who also shot Gucci’s tropical holiday campaign on a festive cruise liner. This time, the set is -- of course -- Disneyland, California, with actor Earl Cave, stylist Zoë Bleu, and actress and brand ambassador Ni Ni transported to the happiest place on earth.

Replicating the feel of holiday postcards, Harmony’s playful images complement Michele’s surreally maximalist vision perfectly: in them, models goof around on the park’s rides, eat candy floss in the sun, and cosy up to Mickey himself. Now that’s the kind of energy we want to manifest in 2020.

Gucci’s Year of the Mouse collection will be available to buy online and in selected stores from January 3rd.

gucci campaign disneyland
gucci disney campaign

Creative Director: Alessandro Michele. Art Director: Christopher Simmonds. Photographer: Harmony Korine. Hair Stylist: Alex Brownsell. Make Up: Thomas De Kluyver. Styling by Alessandro Michele. Location: Disneyland Resort in California Ni Ni’s Make up: Gao Jian.

Harmony Korine
Mickey Mouse