Taking its initial cue from the Made You Look exhibition about black masculinity and dandyism which ran at London’s Photographer’s Gallery, this season’s Gucci’s campaign is an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art and dance.
Inspired by the portraiture of Malian artist Malick Sidibé, who photographed local nightlife and youth culture in his hometown of Bamako, the campaign explores the freedom of expression found in music and dance by models Nicole Atieno, Elibeidy Bakay Diaby and Keiron Berton Caynes.
Set in dancehalls and rich, colourful, make-shift studios, the images capture a group of men and women dancing passionately and posing for photographs. Referencing the spirit of England’s underground Northern
Soul movement of the 60s, with its distinctive, athletic dance moves and exuberant social scene, the images by Glen Luchford are dynamic, vibrant and spontaneous.
CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
