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.