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

And it was worth the wait

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.

A photo posted by on

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’.

A photo posted by on

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.

A photo posted by on

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’.

A photo posted by on

We can’t argue with that.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.