GUCCI PRE FALL 2017
Gucci's pre fall collection of 2017 "SOUL SCENE", took on the theme of a 60's era Northern Soul dance party. This campaign featured only people of colour, not only does this express the black power movement which the recognisable Northern Soul clenched fist logo represents but also, around this time many fashion brands were under increased scrutiny for a lack of diversity in their model's in their campaigns and more particularly on the runway.
The Northern Soul movement was greatly inspired by black American soul music, and the campaign massively represented this as well as having the model's party, dance and pose in a typical Northern Soul way. Alessandro Michele; who creatively directed and styled the campaign was inspired by 60's photographer; Malick Sidibe. The backdrops he used were hugely associated with the style, 'the image outcomes represented the flamboyance and freedom of self expression of young people who challenge the conventions of society through performance, dance and art.' - REFINERY 29.
The collection features some items which have definitely been inspired by Northern Soul club nights, but with typically flamboyant Gucci prints; such as floral and animal. Checked trousers, baggy pants and ankle length 60's inspired dresses were a huge part of this collection, clearly expressing the 'soul scene'. As well as baggy t-shirts and bomber jackets, developing on the mod type style but with a Gucci twist. E.G; bright colours, Gucci logo print, glitter.
This feel good vibe which the campaign expresses is exactly what I would like my final images and video to express as well. This campaign shows a huge sense of community, which is what we wnat our main concept for our project to be based upon. So the happy, feel good and care free dance is something I definitely would like to replicate in my own work.
The Northern Soul movement was greatly inspired by black American soul music, and the campaign massively represented this as well as having the model's party, dance and pose in a typical Northern Soul way. Alessandro Michele; who creatively directed and styled the campaign was inspired by 60's photographer; Malick Sidibe. The backdrops he used were hugely associated with the style, 'the image outcomes represented the flamboyance and freedom of self expression of young people who challenge the conventions of society through performance, dance and art.' - REFINERY 29.
The collection features some items which have definitely been inspired by Northern Soul club nights, but with typically flamboyant Gucci prints; such as floral and animal. Checked trousers, baggy pants and ankle length 60's inspired dresses were a huge part of this collection, clearly expressing the 'soul scene'. As well as baggy t-shirts and bomber jackets, developing on the mod type style but with a Gucci twist. E.G; bright colours, Gucci logo print, glitter.
This feel good vibe which the campaign expresses is exactly what I would like my final images and video to express as well. This campaign shows a huge sense of community, which is what we wnat our main concept for our project to be based upon. So the happy, feel good and care free dance is something I definitely would like to replicate in my own work.
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