Gucci Pre-Fall 2017 Campaign Inspired by Black Youth’s 60’s “Soul Scene”

Gucci has made a come back like no other! But how? And at what costs? Maybe the real question is…DUN DUN DUN… on who’s backs?

It’s no secret that the culture as Migos would say, has a lot to do with setting the tone for what’s “cool”, “in”, or even “lit” if you must. For y’all who just got lost, we’re talking about urban fashion, music, and various types of beauty. Let’s face facts: most rappers are more concerned about what they’re wearing rather than what they’re even saying. I’m not hating, just speaking the truth! I can appreciate the exploration in the fashion world and the hype that comes from it…and I won’t lie, I can get lit to some Lil Yachty and Uzi every once in a while. It’s caused this generation and upcoming generations to look more towards hip hop for “what to wear” advice rather than just lyrics, and I don’t totally think that’s wrong…kind of.

I think that Gucci has taken head to this and put a plan in motion with the idea of combining black movements from the 60’s with today’s culture. The label decided to kick off their auditions with all black models with dance video auditions. -record label scratch- yeah, dance auditions. Initially, being the conscious person I am, I was immediately offended. It’s like, come on guys. Black people are more than entertainment and performers….but alas, I’m keeping an open mind and I’m low-key excited to see the results. Gucci even stated themselves “Soul Scene” is “an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art and dance.”

“Soul Scene” is “an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art and dance.”

Again, it’s hard for me to hold my political and social views separate from….well, anything nowadays considering all the current events happening in the U.S. as we speak. I took from that statement that Gucci perceives our black youth as people who challenge society. That statement can be taken a number of ways, either as compliment or insult. Take it how you want to. If you can’t tell, I’m really trying to focus on the fashion aspect and stop myself from being that Beyonce meme, “I just think it’s funny how…”

Does the Gucci Pre-Fall 2017 Campaign emphasize black youth movements or exemplify cultural appropriation?
For instance, the “bad and boujie” nails …they’re dope! But is it now only acceptable by everyone in society because Gucci portrayed it? (more images can be found here)

From the photos that I’ve seen, I love the concept. I see beautiful urban styles with eccentric twists. Gorgeous black models enjoying themselves to the fullest. Self- expression is splashed throughout the atmosphere and you just get the vibe that you want to throw on some vintage roller skates, light a joint while you roll around a rink. Can’t you just picture a groovy DJ with a bass-voice telling everyone who can’t skate to get they’re ass off the rink?

The Gucci Pre-fall 2017 Campaign was inspired by the 60's "soul scene" from black youth.
Portrait shot by Malick Sidibe in 1965 exemplifying the black youth’s fashion that’s making a comback now, i.e. the shades, prints, and intricate hairstyle.

I read in HIGHSNOBIETY that the shoot was in London by a Malian photographer, Malick Sidibe. He’s famous for documenting the youth’s culture in the 1960’s. It’ll be interesting to see the reactions this designer label and dope photographer get from the Gucci Pre-Fall 2017 Campaign. There’s a fine line that could be crossed. You’ll have to see for yourself. Did Gucci really focuses on emphasizing diversity or exemplify the relevance of cultural appropriation in today’s society?

Let me know your thoughts.

xoxo 

Maxx Samone

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