Ever since Alessandro Michele took the reins at Gucci, the release of the house’s campaigns has become somewhat of a moment. Michele’s more-is-more vision has been translated to lush visual storytelling time and time again. The latest for Pre-Fall may just be the best yet, a celebration of freedom from society’s traditions and confines, found through music, dance, art and style.
Photographed by Michele’s go-to snapper Glen Luchford, the campaign uses The Photographers’ Gallery’s recent Made You Look exhibition as a launch pad. A visual ode to black masculinity and dandyism, the exhibition saw journalist and broadcaster Ekow Eshun employ the medium of photography to explore ideas of identity aesthetics.
Notably, the campaign features an all-black cast of models and dancers. This comes in the wake of a season that saw many designers making a stand against the lack of diversity present in cast selection: from London to Paris to New York, designers like Dries Van Noten, Gareth Pugh and Simone Rocha promoted age diversity through casting. The campaign sees dancers bust out some seriously strong moves on the floor, made all the more impactful in Gucci’s colourful and romantic Pre-Fall collection.