A Game Changer for Gucci

It is a common fact that iconic fashion houses only cast popular and well known names in their campaigns and 99.9% of the time, these are white people. As well as this, when casting models for runway, there is always a predominantly white cast of models. 

Gucci is known for their lack of diversity and they were even called out publicly at the Business of Fashion's VOICES Summit by James Scully (famous casting director) and said that "It’s time you really investigate what these people are doing on behalf of your company...Gucci gets two thumbs down for lack of diversity."

Well, it looks like Gucci listened to this critique and decided to stray from the norm and cast all black models for their pre fall ad campaign for 2017. 

All Black Models for Gucci pre fall campaign 2017

Not only were these models black , but every single one had natural hair. This was the factor that surprised me the most because often when fashion houses cast a black model, they have their hair in an unnatural hairstyle such as chemically straightened or in extensions. So having black models appear in their natural state was really effective and shows that Gucci is beginning to change their game. Also, such an iconic fashion house doing this will help to set the standard and influence other famous fashion houses to change their ways. 

This campaign was made aware from Gucci's Instagram page where they posted a video of each models audition tape. In the videos the models were asked what their spirit animals were, how long they have been dancing for and what does it mean to have soul. After that, they had to dance to a 60's Soul music track. Obviously these videos broke the internet and sparked speculation of what the ad campaign will include as well as anticipation for it to be released. Here are some of the audition videos for the models.

I don't know about you, but I am very excited for this campaign and what it will include and the messages it will have. I love the fact that Gucci listened to the criticism that they were getting and took it on board. Finally, we are seeing an iconic fashion house embrace diversity to the fullest form. Lets hope this acts as a catalyst and sets the example for others to follow. 

Thanks for reading.