The new Gucci pre-fall campaign celebrates dandyism and black masculinity with images of African men dancing and drinking. Inspired by Mali artist Malick Sidibe’s black-and-white photos of the nightlife in Bamako, Mali, the campaign explores the dandyism and freedom of expression through music and dance. Alessandro Michele partnered with photographer Malick Sidibe to create the campaign.
In the new Gucci Pre-Fall campaign, Alessandro Michele enlists an all-black cast for the brand. The campaign features models and street designers in rhinestone-covered dresses, sequin-bedecked hats, and black leather jackets. The campaign is also inspired by a recent exhibition at the Photographer’s Gallery in London, which looked at the concept of black masculinity. The images also feature a group of self-made memes.
The pre-fall campaign was inspired by a London exhibition “Made You Look” that highlighted black men’s masculinity. The campaign includes a statement bag and reptile-covered accessories. The campaign was shot by Glen Luchford. The creative director Alessandro Michele wanted to celebrate the power of black masculinity in the fashion world. There is no doubt that the pre-fall campaign will be a hit with shoppers.
Activewear dominated the fall collection, and this trend extended to footwear. Alessandro Michele revived ’80s-style leggings, in a mushroom-patterned ’80s motif, and layered them over stockings emblazoned with the Gucci logo. Those leggings and stockings could stop traffic anywhere, if the models walked the runway. So, if you’re in the mood for some ’90s-style streetwear, there’s no need to look further than Gucci.
Gucci’s new Pre-Fall campaign takes inspiration from the 1960s British Northern Soul movement and African American soul music. In fact, the campaign’s evocative title, “Soul Scene,” was inspired by a Malick Sidibe photo of a Bamako party, which was influenced by the British Northern Soul movement. Gucci’s spokesperson says that Alessandro Michelle has always celebrated diversity.
In keeping with their philosophy of creating a “world of diversity,” Gucci has released a pre-fall 2017 lookbook featuring a cast entirely comprised of black models. While the lookbook is largely symbolic of a new attitude towards diversity, it also serves to highlight the importance of representation in the fashion industry. Raf Simons’ casting of the actors from Moonlight as a part of the Calvin Klein Underwear campaign is a good example of how representation matters.