For the Fall-Winter 2016 ad campaign which just hit the interwebs today, we have Glen Luchford lensing his 4th consecutive campaign for Gucci, shot on various locations in Tokyo from a pachinko parlour to a park and even the interior of a traditional Japanese house, complete with tatami mats. There are crowded streets, there are soap bubbles, there’s even a bowl of goldfish, with each campaign image subtitled with words like ‘street sounds’, ‘pop’ and ‘relentless buzzing sound’.
I recall a conversation I had with an esteemed editor who met up with Gucci’s Creative Director Alessandro Michele recently in London, and if I remember correctly, the editor mentioned something about the designer ‘living in his own world’. You’ll see this world in his clothes, and in his accessories, but the starting point for any collection will always be the ad campaigns, which started on crowded streets to underground train stations and most recently, a tropical aviary complete with pink flamingos. Yes, nothing normal here, but normal, it seems, isn’t in Michele’s vocabulary to begin with.