When in Tokyo with Alessandro

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Alessandro Michele‘s creative narration for Gucci isn’t only reflected in his eccentric collections, but also in campaigns, which are traditionally photographed by Glen Luchford. For autumn-winter 2016, the whole story was set in Tokyo, featuring a ‘dekoratora‘ (a Japanese light truck, obviously), traditional ‘ryokan‘ house and a lot of kawaii moments. There’s a distinct clash between harmony and chaos, modern and traditional, so contrasts which are often messed up by Michele in his collections. But what really makes this Petra Collins-starring campaign great are the old-school, film-like lines which tell us what the youthful, Gucci crowd senses in every moment of being in Tokyo.

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