James Scully, who previously criticized Gucci’s whitewashed campaigns, is impressed with this move. “It has the potential to be an amazing game-changer,” he told BoF.
Gucci all black campaign | source: Instagram
Gucci Designer Alessandro Michele has received almost universal praise since taking the creative helm of Gucci two years ago. The bold new aesthetic direction of the luxury house was certainly a shift — but the casting of mostly Caucasian models on the catwalk didn’t exactly match the progressive nature of Michele’s designs. The designer is aware of the criticism, though, as the brand’s shows have become increasingly more diverse throughout the seasons. And, from the look of Gucci’s Instagram, it seems he’s taking representation very seriously come pre-fall: A series of teaser videos posted to the brand’s social accounts last week show the casting call for Gucci’s new campaign, which will be unveiled fully in April — and depict black models exclusively.
These “audition videos” were filmed in London, and feature nine models street cast by Midland Agency (the same agency used by Hood By Air) being interviewed by agents. While Gucci didn’t immediately confirm that the people profiled on its Instagram were confirmed for the campaign, it signified a seismic shift for a luxury brand that just a few weeks ago was given “two thumbs down for lack of diversity” by casting director James Scully at Business of Fashion’s Voices symposium. A representative for Gucci told BoF that the the casting for pre-fall ’17 was primarily concerned with dance, but “Alessandro Michele has always celebrated diversity in all of its forms in his approach to his work.”
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