Regressive and colorful, the comforter” luxury trend is targeting big kids
Doraemon, Totoro, Donald Duck or Pikachu, cartoon characters are the new safety blankets of luxury brands. By incorporating them in collections, they aim at attracting the Z generation, as well as adults that still are big children.
With Chinese New Year’s taking place on February 12th, Gucci has decided to think big by calling upon the services of a world-renowned star. With no music record released, no red carpets attended or sports accomplishments, the futuristic cat-robot Doraemon was born from the Japanese cartoonist Fujiko Fujio’s imagination. The Italian Maison created a capsule collection incorporating about sixty designs celebrating the mischievous cat. After Mickey Mouse, Donald Duck and the Three Little Pigs, Gucci offers a new colorful and childlike universe. Following the same trend, the Spanish ready-to-wear luxury brand Loewe just unveiled a new collaboration with Totoro, the famous half-cat half-bear giant. Bags, tee-shirts and shirts are now branded with enchanted creatures by the famous Japanese animation studio Ghibli.
New cultural references
Luxury takes itself less seriously, accepts humor and hints. That’s new
Nicolas Chemla, strategy consultant and author of Luxifer and Monsieur Amérique
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