Gucci Soul Scene

Gucci is going full court press to attract more cash-paying black customers to its brand.

The fashion house launched a pre-fall campaign featuring an all-black cast of British models titled “Soul Scene”.

A teaser video asked the models the question “What does it mean to have soul?”

The pre-fall campaign takes inspiration from the flamboyant fashion and house parties of Northern England’s Soul movement in the 1960s.

The vibrant ad campaign, showing black models dancing and pop locking, was shot by Glen Luchford, with creative direction by Alessandro Michele.

A post shared by Gucci (@gucci) on

A post shared by Gucci (@gucci) on

  • AG

    $1 Trillion dollars in spending power.

  • Tammie Reed


  • Rayne

    Looks like a fun time. I can only afford signature pieces . One piece a year.

  • Justlooknout

    No shade, but folks…pay your priorites First. Before you go for broke or start scamming to look like a million bucks.

    I.e car no brakes
    Rent not paid
    Owe child care.

  • Libra80sBaby

    Let’s see….$400 for 4 outfits or $400 for ONE Gucci shirt??? I’ll stay in my financial lane with the 4 outfits, Alex

  • Justlooknout


    Gucci shirt for what. I rather get my house cleaned, grass mowed, rooms painted. Tangible
    ..that Tshirt gonna be a dust rag.

  • Justlooknout


    Gucci shirt for what. I rather get my house cleaned, grass mowed, rooms painted. Tangible
    ..that Tshirt gonna be a dust rag.

  • Keesh5000

    This shyt just made me MADDDDDD! BYE

  • Coy little wink

    Kinda looks like the 80’s to me..or is it just that hair flip do?

    Now what are we doing in Afghanistan???

  • Keesh5000

    Black people money is POWER! Why cant we understand that.

  • datATLboi

    RIGHT…..and in the middle of tax season just to get that coin

  • We Can Do This

    And they want in!

  • sunni_daze

    A fool and his money shall soon part….Good thing I’m frugal.

  • Thismessismessy

    They announced back in February they were doing this . Kudos to them and maybe other major fashion houses will follow suit.

  • Mrs. B. Y.
  • Taylordanes


  • Mr. LeBrick James

    That’ll be 1 month car payment for me.
    So…Gucci shirt or car payment? For me that’s a pretty easy choice.

  • E-VannaRootsAllEvil

    Y I thought Gucci mane landed a deal with Gucci. Chile

  • Mrs. B. Y.

    The white man is a tricky beast. They think because 30 years have passed, that some of us have forgotten who was the originator of customizing Gucci. They sued this man to death and wanted nothing to do with “urban wear” back then. Said he was cheapening their brand and now look? They are damn near recreating his looks smdh

  • Mr. LeBrick James

    True. But we all know there’s a lot of fronting in our community.
    Black folk will pay $800 for a weave or some rims, but not answer the phone when the bill-collectors call.

  • MissyJ

    $400 for 4 outfits? So fiddy per shirt and pant? Must be nice… Imma be in my lane with the Wal Mart business collection… ROFL

  • doubledee

    Is it sad, that I immediately thought of the rapper Gucci.

  • doubledee

    I hear you, but a lot of blacks don’t support the community either. You buy their products to be supportive then they take their profits to Gucci…sad reality.

  • Quitedeliteful

    I betcha if these clothes didn’t say Gucci the only people that would be checking for them are artsy-craftsy types…

  • doubledee

    I call them Fly ass bums. Closet on fleek, but retirement account on E!

  • Tlowe89

    I did too

  • Libra80sBaby

    When I say outfits, I also mean accessories that may be needed….average about 75-100 for a REALLY NICE fit.

  • Taylordanes

    And many DO support our community….. The same could be said for Asians, Armenians, and white folks, they use our money to buy luxury items……

  • stav

    They tried and failed , don’t they know blacks would never put those ensembles together like that, It gotta be flier than that!

  • disqus_FW7pCIigCY

    Lol at these designers… A few years ago they didn’t want us in their clothes… They said they didn’t make their clothes for blacks….. Now that these fashion houses are going bankrupt and Forever 21, Old Navy, Akira, etc are making all the money from knock offs…… Look at who they need….. Black folk dollars….let them go bankrupt…. Today’s teenagers and young adults could care less about designer names they want cute, trendy, cheap… Because in a month they won’t like it anymore anyway?

  • Jahnée Gill Mr.Eddie Murphy

    WOW! They literately waited 30 years to rip this man off! SMH! How you gonna sue some one then turn around steal THEIR very idea YEARS later!? I hope he or someone else calls them out for their hypocrisy and theft!

  • Mrs. B. Y.

    Gucci had the right to sue him back then because he was misrepresenting their logo/label. He did an interview recently about Gucci’s new line and how it resembles his old stuff. There’s not much he can do in terms of compensation because it was never his ish lol. But he is the creative genius behind what they are doing now.

  • teather

    They might as well after all this free advertising by rappers and the like. Damn! So nice to finally see designers, fashion hoeuses (spelled like that for a reason) and retailers having trouble. Finally, the grip is released. Love you Millenials for that reason. You ain’t into Polo and the like, HA! funny. Polo was so arrogant they edited their logo to cover the entire shirt. That’s when you knew they were fu8ked. Time has a way of slappin one in the mouth and the ass, and not in a nice way ;)

  • Big Blizzy

    bout effin time…

  • Monday

    You are so on point

  • The Dutchess

    You took the words right outta my mouth This shouldn’t have been their 1st black campaign

  • Ain’t Misbehavin

    I’m more concerned about how sis landed w them heels after that jumping jack!

  • Ain’t Misbehavin

    And rent notices on the front door.

  • Queen B

    I kinda like it ?

  • Renay Peters

    He77 NO!

  • Unhappy American


  • Rodmilla De Ghent

    that’s why Pepsi was shook

  • Queen of EVERYTHING

    Always using us. And we allow it to happen. Fukk Gucci.

  • Allihave2say

    They might as well after all this free advertising by rappers and the like.- Why must the look be retro and not haute couture tho?

  • esh

    double well said!

  • 2brefrank

    Well isn’t that niiiiice…

    Still aint buying.

  • bella28498 .

    Gucci sit allllll the way thee phuck down

  • lil goodie

    So in other words… they finally realized the power of black money and how stupidly we will buy shid foolishly so they using us to get richer off us….. smarrrrttttt.. (sarcasm) i do have a pair of gucci shades tho.. hahahaha

  • Rhondalousey

    At first glance, i thought it was Gucci doing the split lol.

  • Rhondalousey

    Why do the clothes have to be all loud and vibrant and the models doing dances and splits. Why cant we just post up and take beautiful pictures and have some of the pieces mixed with solid colors. Gucci know what they’re doing.

  • slim3542

    WE SO STUPID…….(sigh)

  • Keesh5000

    Right…they were dead wrong for that. I dont drink that shyt anyway

  • Nala Shakur

    The vibrant ad campaign, showing black models *shuckin’ n jivin’, was shot by Glen Luchford, with creative direction by Alessandro Michele.

    There..I fixed it..
    And yea..I said it..

    …and you thought it too so dnt get mad at me..

  • ?Patty Kakes?

    “Shuckin-n-Jivin” lol. Yall are too much for me???

  • Gotitbutsmh

    Sorry, ya won’t be getting my coins. I work to hard for my money to turn it over to whites who have ignored the spending power of blacks for years. I’m petty (and cheap) like that tho. I’d rather my money in the bank/Investments thank you.

  • Gotitbutsmh

    Apparently “we” aren’t stupid. You see through the BS also.

  • Gotitbutsmh

    I say let the fashion houses go broke.

  • Gotitbutsmh

    They won’t every get a penny from me. LOL