Hubert Burda Media

Soul Session with Gucci Pre-Fall 2017 Campaign

A homage to Malick Sidibe’s portraiture of the 1960s pop culture in Bamako, Mali

Inspired by the portraiture of the late Malian artist Malick Sidibe, who captured the pop culture of the 1960s in Bamako, Mali through black-and-white photography, Gucci’s Pre-Fall 2017 ad campaign is an exploration of the flamboyance and self-expression of men and women, who challenge the conventions of society through performance, art and dance.

The house collaborates with British fashion photographer and film director Glen Luchford – whose 2001 film Here to Where was said to be an inspiration to the Steve Spielberg film The Terminal, starring Tom Hanks – for a quick film that captures the reminiscence of the local nightlife and youth culture in Sidibe’s hometown.

Set in dance halls and rich, colourful, make-shift studios, a group of men and women are seen dancing passionately and posing for photographs. Referencing the spirit of England’s underground Northern Soul movement of the ‘60s, with its distinctive, athletic dance moves and exuberant social scene, through Luchford’s dynamic, vibrant and spontaneous direction.