Gucci’s amazing first all-black model campaign is here

And it was worth the wait

Back in January, Gucci teased us on Instagram with video snippets of models auditioning for its pre-fall 2017 campaign.

Models were asked what soul meant to them in the candid videos, which hinted at something a little different for the Italian fashion house.

Now the full campaign has been unveiled, and in a powerful statement, it’s entirely fronted by black models.

Shot by photographer Glen Luchford and styled by Gucci creative director Alessandro Michele, the ‘Soul Scene’ campaign references the ‘the spirit of England’s underground Northern Soul movement of the 60s’.

Videos you may like:

Video you may like:

The vibrant shots show models dancing at the Midway Club in London, showcasing the beautifully retro collection, including the magnificent pink glitter dress with oversized bows below.

Gucci’s message for the campaign is simple: it’s all about ‘Celebrating men and women who challenge the conventions of society through performance, art and dance’.

We can’t argue with that.