Gucci Pre Fall17: Ad Campaign

Gucci’s latest ad campaign is a tribute to Northern Soul, featuring an all-black cast of models and dancers. Influenced by Alessandro Michele’s visit to the Made You Look exhibition on dandyism and black masculinity at The Photographer’s Gallery in London last year, the work of Malian photographer Malick Sidibé and his documentation of nightlife and youth culture in his hometown of Bamako, was a major influence.

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Shot by Glen Luchford,‘Soul Scene’ comes at a time when fashion brands are under increased criticism for their lack of diversity. Agent James Scully used Instagram to criticise the lack of diversity on Paris catwalks and the poor treatment of models at a Balenciaga casting.

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Shot in the iconic working mens club The Mildmay, in Newington Green in North London, the venue has been used as a location for an array of film and TV performances.


The Gucci Cruise show will be in Florence on May 29th at the Palatine Gallery in Pitti Palace.

USP: Celebrating diversity, nostalgia, youth & music culture – Gucci tick all the right boxes for Pre Fall 17.