For Gucci’s FW16 campaign, creative director Alessandro Michele takes us on a surreal, cinematic trip to Japan with a series of photographic and video releases offering “a kinetic meeting of the traditional and the hyper-modern.”
Shot by Glen Luchford (Michele’s go-to cameraman), the video drop sees New York photographer Petra Collins (who walked for Gucci FW16 and took over the house’s Snapchat for a preview of the campaign) cruising the streets in a “dekotora” (decoration truck) – a big rig covered with neon and ultraviolet lights that resembles a roaming luminous Vegas casino – Mad Max style. Lighting up the streets, Collins et al eventually hit the arcade for a quick game of pachinko – that’s pinball to you and me.
Following last season’s hedonistic jaunt to Berlin (remember those peacock-accessorised skaters?), this season’s vibrant offering is pure Michele. Translating that whimsical, more-is-more approach to an on-screen aesthetic, the Italian designer creates worlds that entice and charm in equal measure.
Think Lost in Translation meets Gregg Araki, and oh, so Gucci.