Set in the Mildmay club in London, a rich, colorful dancehall, photographer Glen Luchford captures the Gucci Pre-Fall 2017 collection in a dynamic and spontaneous campaign.
Shot in dancehalls and rich, colourful, make-shift studios, the images capture a group of men and women dancing passionately and posing for photographs.

The Pre-Fall 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.

Titled “Soul Scene,” Gucci’s pre-fall campaign takes inspiration from ’60s influences, including England’s Northern Soul movement, sparked by black American soul music. Creative director Alessandro Michele also had in mind Malian photographer Malick Sidibé, who photographed parties and flamboyant fashion of the community of Bamako, Mali.

Since creative director Alessandro Michele’s appointment in January 2015, the brand has experienced a rebirth featuring a cool aesthetic of floral motifs and street-style logos taking centrestage.