Gucci’s creative director Alessandro Michele uses Tokyo as the brand’s backdrop for its 2016 Fall Campaign.
Working with director Glen Luchford, the brand paints the busy and vibrant city of Tokyo in a cinematic and surreal style. The campaign showcases the frenzied streets of Harajuku and Shibuya while driving around an overly decorated bus. Models of the campaign include Jack Chambers, Petra Collins, Sofia Friesen, Yan Kumra, Mae Lapres, Polina Oganicheva, Chistopher Paskowski, Lia Pavlova, and Joep Van de Sande stopping by a pachinko parlor lined with neon lit slot machines, gathering inside a tea house, and exploring a sakura garden.
Giving off some major Lost in Translation vibes, the short film juxtaposes psychedelic lights and quiet places completed by a brooding model against a hectic city. The video feels like it’s straight out of an indie film complete with subtitles, letting the audience imagine the noise of the environment. Gucci perfectly embodies its newest Fall collection through Tokyo–colorful, oriental, and alive.
Check out the campaign video below:
Main image from @gucci on Instagram