Since Alessandro Michele took over at the helm of Gucci nearly two years ago he's transformed the fortune of the luxury Italian house. While Gucci’s change in look saw the brand reach new levels of international superstardom, they have also faced criticism for their casting. Up until now they have nearly always used primarily white models in their campaigns and runway shows.
And they’re not alone, while brands such as Balmain and Zac Posen have been praised for their diverse casting in recent years, the women we see advertising the fashion we buy are predominately white.
This however all looks set to change. Last week Gucci shared nine audition style tapes via social media from the models that will appear in their Pre-Fall 2017 campaign, all of whom are black. In the videos, the models, street cast by the same agency used by Hood By Air, show off their best dance moves and chat about the definition of soul and what their chosen spirit animal would be.
“Dance is an important part of this story and consequently the casting reflects this. However, it is also the case that Alessandro Michele has always celebrated diversity in all of its forms in his approach to his work,” a spokesperson from Gucci told Business of Fashion.
While it could be viewed as excellent marketing on Gucci's behalf, whatever way you look at it, this campaign can only be a good thing when it comes to encouraging a more diverse industry.