Gucci Pre-Fall 2017 Campaign Videos Feature All-Black Cast

Diversity initiatives have been a trend in the fashion industry for the past few years, in ways that will hopefully leave lasting change. This season, with the rollout of its pre-fall 2017 campaign, Gucci adds its name to the list of high-fashion labels throwing their weight behind diversity.

In a series of nine video clips uploaded to its Instagram account, tagged Gucci Pre-Fall 2017 auditions, the brand poses questions to an exclusively black cast of models.

After asking for each model’s “spirit animal,” the brand poses the question: “What does it mean to have soul?” Alton, 19, answers, “It means to be you in the purest form;” while Zen, who is 22, says, “To be in tune with your body and how you feel physically and emotionally.”

At the conclusion of each clip, all of which were filmed in London, the models are asked to show their dance moves.

In the clip, the models don’t seem as if they are wearing Gucci at all. While the brand hasn’t announced what the project entails, these nine faces might be those who made it into the final campaign, which is probably also video-based. The casting was handled by Midland Agency, a New York based agency that works with such brands as Hood by Air, as well as Eckhaus Latta, and specializes in street casting.

It will be interesting to see how Gucci’s decision influences others in the industry in the upcoming fashion month. The decision to highlight diversity in the pre-fall collection campaign, which accounts for a sizable amount of Gucci’s business, makes quite a statement.

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