Gucci’s 2016 Ad Campaign shot by Glen Luchford

Gucci chose Tokyo to set its new fall advertising campaign

Photographer Glen Luchford lensed a group of young male and female models, including Petra Collins, Sofia Friesen, Lia Pavlova, Polina Oganicheva, Mae Lapres, Jack Chambers, Christopher Paskowski, Joep Van de Sande and Yan Kumra, who were shot in various locations across the city, such as a tea house and a pachinko parlor. Modern and traditional are juxtaposed in the candid shots, featuring a movielike effect and rendered in bright tones.

Conceived by Gucci creative director Alessandro Michele, the advertising campaign was styled by Joe McKenna.

Director: Glen Luchford
Creative director: Alessandro Michele
Art director: Chris Simmonds