Gucci taps Thai talent
A book of fairytales takes readers into the ‘Wonder Factory’ where gems are made
Clothing and jewellery giant Gucci has tapped Thai writer Aracha Cholitgul and illustrator Phannapast Taychamaythakool to create a stunning book of “modern fairytales” to help promote its “Le Marche des Merveilles” jewellery line.
Miniature mock “theatres” are popping up at the firm’s stores around the world with scenes from the book, in which cleverly conceived animal characters toil happily at a “Wonder Factory” making the necklaces, bracelets, earrings and rings in 18-karat gold and sterling silver.
With a feline head serving as the central motif, the three stories written and illustrated by the Thais are infused with romance and magic.
Gucci creative director Alessandro Michele came across the work of Phannapast, 30, on Instagram and invited her to contribute to the “#GucciGram Tian” digital talent project in 2016.
For the latest jewellery collection, Aracha, 29, was brought in to write three new fairytales set in the Wonder Factory.
Both women attended Chulalongkorn University, Phannapast earning a degree in fashion design and Aracha studying ceramics. They became friends at school and the Gucci book is their first collaboration.
Phannapast joins a growing list of artists that the Italian fashion house has recruited for its promotions in recent months.
Its capsule collection coming out this month borrows the talents of Spaniard Coco Capitan. New York City graffiti artist Trevor “Trouble” Andrew has gained so much fame working on the Gucci Ghost collection that he’s taken to calling himself Gucci Ghost.
