Gucci is back again, teasing us with a sneak peek of what’s to come for its Pre-Fall 2017 campaign. Causing quite a stir within the industry the fashion house has just released nine audition videos onto its Instagram account, featuring all black models. Hinting to the topic of diversity being a main subject of the campaign, any other information has yet to be released by the house.
Alessandro Michele who joined the Italian fashion brand back in 2015, is known for pushing the boundaries when it comes to industry norms. Having just announced another project in the works and yet again just simply stating that Dakota Johnson, artist Petra Collins and actress and model Hari Nef would star with the #InBloom, it appears that this campaign is following in close pursuit.
Featuring three girls and six boys each of the audition tapes show the models being asked a series of questions, including asking them to name their spirit animal and for some, what does it mean to have soul. Featuring an array of colourful responses, there is a real sense of authenticity behind the answers. The casting agent then plays a blues song which they dance to, each with different abilities and flare.
Although none of the models featured in the audition tapes have been confirmed to be appearing the campaign, there is undoubtedly some real talent. Reported by The Cut, the auditions took place in London by the Midland Agency, which in previous years has worked with ground breaking brands like Eckhaus Latta, Hood by Air and Junya Watanabe. We predict that this is going to be a campaign to watch out for.
See a selection of the videos below: