If you’re a fan of Gucci like we are, you might have noticed that, earlier this year, the brand posted a series of audition-style videos for its Pre-Fall 2017 campaign on Instagram. Though it wasn’t clear what the videos were for at the time, one aspect was immediately obvious: All of the men and women featured were of African descent, which, truth be told, is a rarity in the fashion industry. However, with the official release of the brand’s new campaign recently, we finally found out what the video teasers meant.
Brought to life under the creative direction of Alessandro Michele himself, Gucci’s Pre-Fall 2017 campaign, titled “Soul Scene”, is a tribute to Northern Soul, an underground movement from the 1960s-1970s in England that was inspired by American soul music. The idea for the campaign was initially sparked by Michele’s visit to the Made You Look exhibition at London’s The Photographer’s Gallery last year. The exhibition explored black masculinity and dandyism, and the designer took particular interest in the work of Malian artist Malick Sidibé, who captured local nightlife and youth culture in his hometown of Bamako with his camera.
The Gucci campaign taps into this dynamic period to channel youthful vibrancy and colourful flamboyance. Set in dancehalls and rich, colourful, makeshift studios, the campaign was shot by Michele’s long-time collaborator, Glen Luchford, and showcases the cast of models — including Nicole Atieno, Elibeidy, Bakay Diaby, and Keiron Berton Caynes — along with more than 20 dancers, all having a great time posing and dancing passionately while dressed in the brand’s Pre-Fall 2017 collection and signature accessories. The resulting series images are dynamic, vibrant, and spontaneous, allowing Michele to explore the flamboyance and self-expression of the men and women who, at the time, challenged the conventions of society through performance, art, and dance.
For the first time, Gucci has released an accompanying film for its seasonal campaign shot in a futuristic 360 degrees, which you can view via the brand’s app in VR, or as a regular version below.
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