Creature Comforts: The Kai x Gucci Campaign Is Out

No stranger to cartoon collaborations, Gucci’s next collection now comes with a Korean celebrity - Kai from EXO. Appointed as the global ambassador for Gucci in 2019, the K-pop heart throb has now come together with the Italian maison for a capsule collection, making him the first Korean celebrity to have a collection with the house.

Kai’s Gucci collection, which will launch exclusively at Gucci Ion Orchard come 15 April, comes with a central motif of the teddy bear - a favourite companion from our childhood. Together with Creative Director Alessandro Michele, the collection comes as a selection of men’s and women’s ready-to-wear and accessories with the distinctive decorative motif of a teddy bear in a blue bow tie.

"The Kai Capsule Collection is a collection that embodies my favorite animal, a bear. Gucci is a luxury brand and it doesn’t give off the feeling that it’s something you wear typically in your everyday life. But with the cute bear, it seems much more casual. I think you can express your style more adorably because there are bears everywhere. People from varying age ranges can wear it in their everyday lives too,” says Kai in an interview with Esquire Korea, as translated by Soompi.

The campaign features Kai on the streets of Seoul with his furry friends, shot by South Korean photographer Min Hyunwoo and Film Director Woogie Kim. Decked out in the capsule collection, he is accompanied by a giant teddy bear as he goes about enjoying his day.

The collection features a colour palette of earthy browns, tans, creams, and the house’s emblematic green and red, and designed and curated to maximise effortlessness and comfort.

The Kai x Gucci collection will launch exclusively at Gucci ION Orchard on 15 April 2021.