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gucci pre-fall black campaign dance soul
Gucci Pre-Fall 2017 campaignPhotography by Glen Luchford

Gucci features all-black cast in latest campaign

The images take inspiration from Northern Soul and Malick Sidibé

Gucci has just revealed its latest campaign – a tribute to Northern Soul featuring an all-black model cast.

A different direction from the sci-fi vibe of the house’s AW17 show, these images were inspired by last year’s Made You Look exhibition at the Photographer’s Gallery, an exploration of black masculinity and Dandyism. They were further influenced by iconic 60s photographer Malick Sidibé, renowned for his black and white studio portraits in Mali, as well as Northern Soul, a 60s movement inspired by black American soul music that made clubs like the Wigan Casino famous. Featuring dancers as well as models, they pull moves true to the splits and backdrops associated with the subculture’s dance style.  

The Glen Luchford-shot campaign entitled ‘Soul Scene’ only features people of colour – and comes at a time when fashion brands are under increased scrutiny for the lack of diverse casting on their runways. The most recent incident revolved around agent James Scully, who took to Instagram to criticise the lack of diversity on Paris catwalks, as well as the poor treatment of models at a Balenciaga casting

Next up for Gucci will be its Cruise show in Florence on May 29th at the Palatine Gallery in Pitti Palace. €2 million has been donated for a three-year restoration project of the Boboli Gardens, which are overlooked by the venue of the show. If you still haven’t got your Gucci fix, the release of the campaign coincides with the recent announcement of a new store-to-door service with Farfetch – it promises to deliver orders of the flamboyant fashions in under 90 minutes (in Paris, Milan, New York and LA).

The latest from Gucci is an accompanying film for the campaign shot in a futuristic 360 degrees. It can be viewed via the brand’s app in VR, or you can view the regular version below: