For the 75th anniversary of their iconic bamboo top-handle bags, Gucci released a campaign movie called “Gendai Taketori Monogatari” (現代竹取物語 – Contemporary Taketori Monogatari). It revisits and reinterprets one of the most famous and beloved Japanese ancient fairy tales, “Taketori Monogatari” (The Tale of the Bamboo Cutter). The original tale of the Heian period (794-1185) tells the story of Princess Kaguya, found as a baby by an old couple in a bamboo plant. Her glowing beauty attracts many suitors, however she rejects them all, and eventually has to go back to the moon where she is from. Although the same themes of the moon and heartbreaking goodbyes are present in the Gucci movie, you will notice that their story is quite different. Their incorporation of Japanese classic elements, including the badminton playing scene which invokes the Japanese traditional New Year’s game hanetsuki (羽根つき), is truly delightful.
You can watch the original story here in the cult anime series Nihon mukashibanashi (日本昔ばなし – Japanese old tales), which contains a strong sci-fi element.
The topic of the moon (月 – tsuki) has always been important in Japanese culture. Similar to hanami (cherry blossom-viewing parties), we have tsukimi (moon-viewing parties) too, and there are countless classic poems celebrating the moon.
What do you think of Gucci’s interpretation?