Gucci Gets Lost in Translation in New Fall-Winter 2016/17 Campaign

Gucci released its latest fall-winter 2016/17 ad campaign, shot by Glen Luchford. After diving into the hedonistic Berlin clubbing scene for spring 2016, and taking the streets of L.A. the season before to that, the Gucci tribe found a new Eden in the subcultures of Tokyo. Neon lights and karaoke bars provide new eye-popping backgrounds for creative director Alessandro Michele's bold designs, in what marks his third campaign for the brand.

Watch the campaign video, filmed by Luchford, below:

Creative director: Alessandro Michele. Art director: Christopher Simmonds. Photographer and director: Glen Luchford. Stylist: Joe McKenna. Hair: Paul Hanlon Make up: Yadim Carranza. Models: Petra Collins, Sofia Friesen, Lia Pavlova, Polina Oganicheva, Mae Lapres, Jack Chambers, Chistopher Paskowski, Joep Van de Sande, Yan Kumral.