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in this issue LUKE GRIMES BY MITCHELL NGUYEN MCCORMACK

Gucci’s New Campaign is a Psychedelic “Lost in Translation”

The fashion house travels to Japan for its new fall/winter 2016 campaign

 

 

Imagine Sofia Coppola’s “Lost in Translation” but with less depressed and more extravagantly-dressed Bill Murray and Scarlett Johansson. That’s what Gucci‘s new short film looks and feels like.

Made under the creative direction of Alessandro Michele, the film is a part of Gucci’s fall/winter 2016 campaign. Young models, including Petra Collins, Sofia Friesen, Lia Pavlova, Polina Oganicheva, Mae Lapres, Jack Chambers, Christopher Paskowski, Joep Van de Sande and Yan Kumra, were filmed in Tokyo, Japan while “wandering from tea houses to pachinko parlors with carefree abandon.” The conversations between them are totally muted and hidden behind the background song, “Pretender” by Black Marble, and viewers get to learn what they say by reading the subtitles. It’s almost reminiscent of the ending scene of “Lost in Translation.”

The film is directed by Glen Luchford, who also photographed the models for the printed ads.

 

 

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