“You create every time a new story — repetition doesn’t mean it’s not new, repetition means there is something refined and different, upside down. It’s like love” Alessandro Michele – Gucci Creative Director
I am loving the Gucci New Prefall 2017 campaign entitled “Soul Scene” which documents African youth culture in the 60s and 70s and features mainly black cast of models and dancers. The “Soul Scene” campaign draws inspiration from several 1960s influences including photographer Malick Sidibé, known for capturing black-and-white images of the party culture in his native Bamako, Mali. The ads were also influenced by England’s underground Northern Soul movement to the sixties. According to a press release from Gucci, the campaign explores freedom of expression found in music and dance. The Campaign was shot by Glen Luchford and styled by Gucci’s creative director, Alessandro Michele.
Gucci Pre-Fall 2017 Campaign Video
The Campaign Video is inspired by the photographs of artist Malick Sidibé, who in the 60s and 70s captured youth culture in Africa, the Pre-Fall 2017 campaign video reflects the vibrant attitude of the collection. Referencing the spirit of England’s underground Northern Soul movement from the 60s and 70s, the campaign explores the freedom of expression found in music and dance. Set in the Mildmay club in London, a colorful dancehall, photographer Glen Luchford together with artistic direction by Christopher Simmonds capture Alessandro Michele’s latest collections in a dynamic and spontaneous video and images.
Watch the video below . . .