Gucci just dropped its pre-fall campaign and it is straight fire.
Titled ‘Soul Scene,’, the campaign is bold, colourful, carefree and only features black models. YAS!
Shot in London, the campaign references the spirit of England’s underground Northern Soul movement of the 1960s. It was also inspired by the great Malian photographer Malick Sidibé, who famously documented 1960s youth culture in his hometown of Bamako.
Photographed by Glen Luchford, this campaign seamlessly brings inspiration from these two distinct black youth movements into one beautiful photoshoot.
In Gucci‘s own words,
“Soul Scene” is “an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art and dance.
Check out a short video of the campaign below.
View this post on Instagram
Set in the rich and colorful dancehalls of the Mildmay Club in London, a short preview of the #GucciPreFall17 campaign film, launching soon. Photographer: @_glen_luchford Creative direction and styling: #AlessandroMichele Art director: @christophersimmonds Soundtrack: “The Night” Written by: Bob Gaudio e Al Ruzicka Performed by: Frankie Valli And The Four Seasons © EMI Music Publishing Italia S.r.l.