Gucci recently dropped their pre-fall campaign, and it’s very colorful and so Gucci.
The campaign, titled ‘Soul Scene’, was shot in London and focuses on the youth. It references England’s Northern Soul Movement of the 60s. Glen Luchford is the British photographer behind the campaign. He is commonly sought after by major brands like Yves Saint Laurent, Chloé, Mercedes Benz and many more. His work with Gucci’s pre-fall campaign was inspired by Malian photographer Makick Sidibé, who is commonly known for his documentation of 1960s youth culture in West Africa.
Here’s an image titled ‘Dansez le Twist’ (1965) from Sidibé’s collection:
The campaign, directed and styled by Alessandro Michele, features only models of color. The concept of the campaign was inspired by The depictions of the underground movement featuring the models partying, posing and dancing within London’s Mildmay Club. Gucci is known for including live animals in their campaign. The cameos for the pre-fall campaign included chameleons and iguanas.
Enjoy some images from the pre-fall campaign here.
