Gucci staged its Spring 2016 campaign on a rooftop in Berlin, but for Fall it’s upped sticks and flown to Tokyo. The German city is too cold in the winter, and besides, the Gucci tribe has grown restless for new experiences. Alessandro Michele rounded up eight models plus new muse Petra Collins in the ads, which were shot by Glen Luchford at various tea houses and pachinko (a specific kind of Japanese gambling) parlors throughout the city.

A statement from the house today cites “the ongoing dialogue between the traditional and modern—between calm and chaos,” as the inspiration for the campaign’s script. It’s a fitting metaphor for Michele’s direction at Gucci, which has so far managed to bring together the Italian house’s storied heritage with great hope and excitement for its future.

(words from





Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s