Gucci’s Pre-Fall 2017 campaign makes a soulful statement

Youth culture


By Wei Yeen Loh

Gucci’s Pre-Fall 2017 campaign makes a soulful statement

Alessandro Michele takes dandyism to the next level with Gucci’s latest Pre-Fall 2017 campaign. While flamboyance has always been his forte, Michele also drew cultural notions with the ad campaign’s theme, referencing the Made You Look exhibition at London’s Photographer’s Gallery that explored themes of black masculinity and dandyism. What transpired is a narrative of self-expression in men and women who object towards society’s conventions via art, dance, and performance. The campaign was shot by British fashion photographer and film director Glen Luchford, and takes inspiration from the portraiture of Malian artist Malick, who catalogued the local nightlife and youth culture in his hometown, Bamako back in the ’60s and ’70s. Elements from those decades and England’s underground Northern Soul movement are present throughout the campaign images, featuring a complete cast of black models (both men and women) breaking into a passionate dance amidst a backdrop of vivid-hued dancehalls and studios.

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Take a look at our favourite shots from the campaign below:

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