Gucci are pumping up the partay, soul style. Shot by Glen Luchford and inspired by the Northern Soul movement of the 1960s in Northern english, the campaign is fast moving and heavy on the beat. We just feel the soul of the music. The campaign, which features only black models, has inevitably caused controversy with some asking whether this is a parody of black culture, a “diversity drag.” If you consider Alessandro Michele’s reference of Malian artist Malick Sidibé’s portraiture of youth culture in his hometown of Bamako and an insight into the Northern Soul movement, it can be seen as an ode to and celebration of diversity, a reference to the spirit and infectious energy of the mid-1960’s Tamala motown sound. Aside from the cultural debate, the Pre-Fall 2017 collection looks great, as expected, but by choosing to use another culture, specifically one that is so prevalently culturally appropriated today, Michele’s creative direction is bound to receive criticism. Gucci getting us thinking. We like it.
by Roxy Lola