Once upon a time, a brand of natural glamor and irreverent style was born: Gucci. Today, the luxurious house has spread its wings to Tokyo’s most iconic subcultures, setting alight the frivolous world of fashion. Shot under the lens of Glen Luchford, the Autumn/Winter 2016-17 advertising campaign thrives on Tokyo’s duly-acknowledged traditional-meets-futuristic façade, starring Petra Collins and many more models, who in turn were lavishly pampered by hair and makeup artists Paul Hanlon and Yadim Carranza and finally styled by Joe McKenna.

With Gucci, it all comes down to one thing, a recurrent clash if you may, between the old and the new, the traditional and the cosmopolitan; a racy wonderland where the innermost traditional parts of Tokyo come alive in the chaotic trance of the city life. Forever eclectic and painstakingly vivacious, the new advertising campaign depicts itself as a masterpiece worthy of Creative Director Alessandro Michele’s artistic endeavors and Art Director Christopher Simmonds’ fine taste.

Photo courtesy of Glen Luchford
Video courtesy of Glen Luchford