New Gucci Campaign Showcases Black Models. And It’s Epic.

Diversity has always existed, yet, inclusion hasn’t been prioritized in fashion. Models like Deddeh Howard have highlighted this with imaginative campaigns. Now, more major heritage brands are taking action, too. For Pre-Fall 2017, the latest Gucci campaign showcases black models. Entitled, ‘Soul Scene’, the inspiration is England’s underground Northern Soul Movement of the 1960’s as well as Made You Look, a recent exhibit at London’s Photographer’s Gallery that telescoped black masculinity and dandyism.


Some clairvoyant types of the industry predicting this campaign coming in January when Gucci held a casting call with Midland Agency. Posts of 9 black models appeared on social media and it was obvious that something new was being cooked up by the luxury brand.

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The results are now live. Shot in dancehalls and makeshift studio atmospheres, the vibrant and layered images feature black models and dancers reenacting the dynamic, flamboyant and individualist cultural feel from the 60’s movement where young people challenged the societal norms and conventions. The images were photographed by Glen Luchford and styled by Gucci’s creative director, Alessandro Michele. There’s an exuberant mood of self-expression and self-determination through dance, art and fashion as the models sport the multi-patterned, neo-baroque pieces of Gucci’s Pre-Fall 2017 collection.

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