Gucci Goes Full 'Lost in Translation' for Fall 2016 Ad Campaign

Alessandro Michele and co. head to Japan for a shoot, complete with subtitles and cherry blossoms.
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The Gucci fall 2016 ad campaign. Photo: Glen Luchford

The Gucci fall 2016 ad campaign. Photo: Glen Luchford

Alessandro Michele has excelled at cinematic — and subtly surreal — ad campaigns since he became creative director at Gucci early last year. He's captured his hip crew of young models everywhere from a crowded street, to a public bathroom and metro station in Berlin (alongside an actual peacock), to a tropical aviary with flamingos prancing about; and for fall, he headed to Tokyo, where the bright lights and chaotic cityscapes prove to be a dazzling complement to the colorful, busy, Eastern-influenced collection.

In the images shot by Glen Luchford (Michele's go-to), we follow models including photographer Petra Collins, Lia Pavlova, Polina Oganicheva, Mae Lapres, Sofia Friesen, Jack Chambers, Chistopher Paskowski, Joep Van de Sande and Yan Kumra as they explore the diverse neighborhoods of Tokyo. We see them stopping to pose inside a neon lit Pachinko parlor filled wall to wall with slot machines; visiting a cherry blossom garden complete with paper lanterns and geishas; navigating bustling intersections that appear to be Harajuku or Shibuya Crossing; and gathering inside a traditional tea house. The feeling that these images are stills from a movie is exaggerated by the descriptive subtitles, allowing viewers to imagine the clamor (or, in some cases, singing and music from a boombox) of the environment depicted.

Petra Collins in the Gucci fall 2016 ad campaign. Photo: Glen Luchford

Petra Collins in the Gucci fall 2016 ad campaign. Photo: Glen Luchford

The whole thing gives us major "Lost in Translation" vibes, especially the images of an isolated model brooding as the world hums along behind him or her. We're thinking Sofia Coppola would approve. Plus, the combination of psychedelic lights and the more serene spaces (like the softly painted tea house) make us want to book a flight to Japan ASAP.

There's an accompanying video, also by Luchford, that adds to the dreamy vibe of the campaign. Watch it above, and see the full Gucci Fall 2016 campaign below: