We might be heading into the July 4th long weekend, but Gucci’s fall/winter 16 ads will make you want to speed up the clock and book a chilly trip to Tokyo. Photographer Glen Luchford headed to the glittering Japanese capital to shoot a squad of models including Sofia Friesen, Lia Pavlova, Polina Oganicheva, Mae Lapres, and Gucci’s new resident cool girl Petra Collins — who made her runway debut for the brand at Milan Fashion Week in February, and Snapchatted her way through the campaign “making of” shortly after. In her final shot, the Canadian photographer and artist posts up against a bedazzled truck in an opulent carpet-like gown encrusted with pearls.
Luchford is almost as closely linked to the reinvigoration of the luxury Italian brand as Michele is, having captured previous cinematic milieus for Gucci’s feathery pre-fall 16 campaign and decked-out spring/summer 16 one. The current ads take the duo’s love for elaborately staged settings to the extreme, resembling stills from a tea house and pachinko parlor dreamscape that would be insane to watch on IMAX.
Credits
Text Hannah Ongley
Images courtesy of Gucci