Gucci Pre-Fall 2017 Campaign: Soul Scene – The Director’s Cut

Inspired by the photographs of artist Malick Sidibé, who in the 60s and 70s captured youth culture in Africa, the Pre-Fall 2017 campaign video reflects the vibrant attitude of the collection. Referencing the spirit of England's underground Northern Soul movement from the 60s and 70s, the campaign explores the freedom of expression found in music and dance. Set in the Mildmay club in London, a colorful dancehall, photographer Glen Luchford together with artistic direction by Christopher Simmonds capture Alessandro Michele's latest collections in a dynamic and spontaneous video and images.

Photographer: Glen Luchford
Creative direction and styling: Alessandro Michele
Art director: Chris Simmonds

Soundtrack: “The Night”
Written by: Bob Gaudio e Al Ruzicka
Performed by: Frankie Valli And The Four Seasons
© EMI Music Publishing Italia S.r.l.
(P) 1972 Universal Music Italia S.r.l.

Intro Music
“Crying Over You”
(Barney Duke Browner; Harry Balk)
(C) Gomba Music Inc. / BMG Bumblebee
Edizioni per l’Italia: BMG Rights Management (Italy) srl
(P) Impact Records

[lauriehill_jpg]

Such a wonderful time warp of clothing; 50s, 60s, 70s, 80s, and even some 90s all wrapped up into a gorgeous feat of fashion. This new Gucci has so much to offer.

[kogaman]

God I saw a 10 second ad of this on insta and I thought it was the best thing ever. Then I realized there was was a 3 minute video and it's a lot more satisfying.

[daniellecox]

Alessandro Michele’s Gucci has all of me. I love his vision for this brand so much

[butzee]

Reminds me of the anticipation when entering a club just after a TUNE has started! Straight onto the dance floor! Brilliant!

[capsizebrian]

Not only did my viewing of this video in 2017 allow me to discover this particular song, but it also led me to finding out about Northern Soul music so thank you very much! Great joyous video.

[malikkuku]

This is and will forever be my favourite video of all time.

[MrJavierEQ]

Amazing, incredible, truly sensational. Almost two years since the campaign was launched and it still vibrates so much energy.

[karina]

Wow this is so cool, stylish and creative
Spirit of vintage✌🏽

[liodiaz]

So great! Full of life and energy! 👏🏽💖🌴🌺

[gilltaylor]

It’s a representation of the underground northern soul scene in the 60s/70s. We went to dumps to dance all night or all day to the music .It became commercialised because of films Soul Boy & Northern Soul snd in the 70/80 bands like Wigan’s Chosen Few ( who were crap ) .
Glen Lurchford did this video for Gucci
He worked for ID & Knew NS .
I love Alessandro, everything he does ❤️
Thx for my glammed up dream of Wigan !

[dominickfrancis]

Bring more like this Gucci please, and more black models please definitely a good look 😇😌

[Galliano-wexl]

Gucci steppes up the fashion game this is so artistic I'm shook

[gilltaylor]

If only Wigan Casino had been this GLAM
when I was a soul girl in the 70s & early 80s .
Think that’s why I moved onto p funk and jazz funk / disco 😊

[gordondawson]

Just love it when they all clap on beat

[FeliciaConnie]

wow gucci actually hired pretty good dancers instead of regular models for this campaign

[adjoaosei]

Amazing and beautiful - truly a work of art

[anthonybianchi]

oh my what a beautiful campaign I'm in love again

[simonecapone]

Alessandro Michele and Glen Luchford i'm in love with you

[jaidacarazo]

Such an beautiful and exliherating video. It shows so much power and creativity!

[diffeomorfo]

Alessandro Michele is a master of the fashion world