SHOWING A SOULFUL SIDE. Gucci’s latest pre-fall 2017 ad campaign takes a stab at diversity featuring an all-black cast set in a ’60s underground soul party
The world of fashion has long been type cast as being an unjust industry, only focusing on showcasing a particular type of model. But through Gucci’s latest pre-fall 2017 campaign, it is hoped that it is able to break fashions bad reputation, proving that diversity is highly respected in the industry.
Gucci’s latest campaign dubbed “Soul Scene” features an all-black cast of models and dancers in a setting designed to look like a ’60s soul dance party. Gucci’s creative Director Alesandro Michele has explained that the concept of the campaign is based on three examples that according to him best pictures black youth culture: photographs by Malick Sidibé of young revelers in his hometown of Bamako, Mali, the England underground Northern Soul movement from the ’60s, portraits of men from the “Made You Look” exhibition which was an exploration of black masculinity and dandy-ism. Thanks to the expertise of photographer Glen Luchford, his was able to perfectly capture the vibrant, colorful and energy filled atmosphere needed for the Gucci campaign.
Despite the praise that the campaign has gained for courageously taking a bold step at breaking the barrier of exclusivity that the fashion industry has barred banter for too long, there is a slight oddity that you may pick up when you watch the short teaser video of the campaign. It’s funny how the essence of soul is lost by the choice of music used. Instead of some Motown RnB tune, “The Night” by Frankie Valli and the Four Seasons plays in the background. Right era, just wrong type of crowd dancing to it. Take a look at the clip and judge for yourself.