Gucci teased its Pre-Fall 2017 campaign a few months ago by posting casting videos on Instagram of colored models answering the question, “What does it mean to have soul?”. Now, the fashion house has released its final product called “Soul Scene”. This campaign was inspired by the portraiture of Malick Sidibe, a Malian artist who documented young nightlife in his hometown, Bamako, West Africa. Gucci also drew from the “Made You Look” exhibition in London, which was centered around black masculinity and style.
Gucci has admitted to struggling with inclusion within their brand, but they made a pledge in February to foster diversity in every area of the business, and they’re definitely starting to do just that. A press release from the brand explained, “This season’s Gucci advertising campaign is an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art, and dance.”
Glen Luchford shot all of the images, which were inspired by the ’60s and feature an entirely black cast of models and dancers, including Nicole Atieno, Elibeidy, Bakay Diaby and Keiron Berton Caynes… and an iguana. Gucci’s creative director, Alessandro Michele, styled all of them in the dance halls of the Mildmay Club in London. The result is reminiscent of a carefree and fun 1960s dance party!
The campaign will run beginning in mid-April. You can see some of it for yourself in the pictures and video below!
Set in the rich and colorful dancehalls of the Mildmay Club in London, a short preview of the #GucciPreFall17 campaign film, launching soon. Photographer: @_glen_luchford Creative direction and styling: #AlessandroMichele Art director: @christophersimmonds Soundtrack: “The Night” Written by: Bob Gaudio e Al Ruzicka Performed by: Frankie Valli And The Four Seasons © EMI Music Publishing Italia S.r.l.