More Pigs: Gucci’s Company Of Three

Like so many other brands, Gucci is taking their pick in the pen. So which 🐖 does Alessandro Michele use to help the Chinese welcome the Year of the Pig?


gucci x three little pigsDisney’s Three Little Pigs prances in front of Gucci’s three stripes. Photo Gucci

Actually, there is more than one. A trio, to be exact. Why, indeed, settle for a single swine when you can have three? And which of them is more famous than the three little ones?

Problem is, odd numbers are not usually preferred during CNY. But the Italians may not know that. Then again, times have changed. Even Mediacorp’s not delightful and dreadfully named zhu baobao (猪饱饱, and a pun too awful to deserve translation) comes in threes.

Gucci chose to work with Disney (who isn’t these days? ORBA, for sure!) and to tap one of their oldest animated characters, the Three Little Pigs, never mind that the trio is not one of Disney’s best or most loved, or cutest. Or, that they were created in the 1930s, hence sans the cuteness of rival Warner Brothers’ rather dapper Porky Pig whose bow tie easily beats two of the Three Little Pig’s pussy bows in the style stakes. But there is perhaps some similarity between the hogs: with the exception of the one who built his house with brings, the other siblings, like Porky, go about with bare bottoms!

19-01-12-16-27-45-321_decoThe pigs is placed in the centre of bags, such as this knapsack. Photo: Chin Boh Kay

The retro pigs, of course, suit Gucci’s current aesthetic preoccupation. While this is not the first time, Gucci is using Disney characters, the choice of the monochrome version of the cartoon pig-brothers is. In an embroidered cut out of the triumphant three (possibly after defeating the ill-fated wolf) and appliqued on various items in the 19-piece collection—which includes shoes and bags and small leather goods, this could be Gucci’s high-end take on what has been all too common at Uniqlo.

Perhaps the use of Disney characters is a lot more convenient than creating your own mascot. The Three Little Pigs have been around since the first printed version of the fable, believed to date back to the 1840s. The moral of the story—that hard work and fortitude is rewarding—may be alien to those who have bypassed traditional routes to success by using digital means or talent shows, but Gucci’s adoption of the trio not destined for the abattoir may be indication that there could be a comeback of old-fashioned values, just as there have been a return to retro styles.

Alessandro Michele is, of course, the mastermind of all this. But if the success of Gucci is any indication, who’s afraid of the big bad wolf? 

Gucci Chinese New Year collection is in stores

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