And it’s everything!
In an era when POTUS promises to make “America great again,” the Gucci Pre-Fall 2017 video makes fashion fun again with their ad campaign dubbed “SoulScene.” The video is a blast from the past and the zeitgeist of the 70s. Gucci has been obsessed with showcasing vintage-inspired looks with iconic pieces such as letterman jackets and knit cheerleader sweaters.
It’s the kind of video that makes you want to jump up and start grooving to the beats. On YouTube, Gucci describes the video as being “Set in the Mildmay club in London, a rich, colorful dancehall” and it features music from Frankie Valli And The Four Seasons. The dancers are sporting Gucci’s latest looks, ranging from colorful track suits and fanny packs to suede fringe jackets and glitzy cardigans.
To this sartorial sleuth, the “SoulScene video is a flashback to the “Soul Train” (1971-2006) dance show featured young, black twenty-somethings jamming on the dance floor to chart-topping tunes of the time. Raspy voiced Don Cornelius created and hosted the popular Saturday series and each week introduced hot celebrity bands to perform live. The show always concluded with the dancers lining up in a train formation and flaunting their quirky–and sometimes acrobatic–dance moves. “SoulScene” is undoubtedly a chic nod to that 70’s scene.
I have to admit I am super impressed with Gucci for having the courage to step out of the box. The diversity component is way cool, but what makes this video everything, is that it was created with the culture in mind, and cleverly dodges the whole appropriation discussion by featuring an African American cast.
The video was photographed by Glen Luchford, with Creative direction and styling done by Alessandro Michele, and art direction by Christopher Simmonds. watch the video below and view the 84-piece collection on Business of Fashion.