This Vintage-Inspired New Gucci Campaign Features Black Models Only
Riley von Niessen — February 1, 2017 — Marketing
In an effort to set an example for others in the fashion industry, as well as to reflect the current cultural climate, a new Gucci campaign was released that features black models only.
So far, the luxury house has debuted a series of images on its Instagram account, as well as eight videos that show each of the models during their casting interview. All of the models were asked what their spirit animals are, what they do, and what it means to have soul. After the models were asked a few questions, they were all asked to dance to the same song.
This gave the new Gucci campaign a carefree feeling that entices consumers while also driving for more diversity in the fashion industry, which is of incredible importance considering that much of it continues to only cast white models, or very few people of color.
So far, the luxury house has debuted a series of images on its Instagram account, as well as eight videos that show each of the models during their casting interview. All of the models were asked what their spirit animals are, what they do, and what it means to have soul. After the models were asked a few questions, they were all asked to dance to the same song.
This gave the new Gucci campaign a carefree feeling that entices consumers while also driving for more diversity in the fashion industry, which is of incredible importance considering that much of it continues to only cast white models, or very few people of color.
Trend Themes
1. Diverse Fashion Campaigns - More fashion brands should follow Gucci's lead and feature more diverse models in their campaigns to reflect the current cultural climate and attract a wider range of consumers.
2. Carefree Modeling Interviews - Modeling interviews that showcase individuality, such as asking about spirit animals and encouraging dancing, present an opportunity for brands to create more playful and engaging campaigns.
3. Inclusive Social Media Strategy - Sharing images and videos on social media platforms like Instagram can be a powerful way for fashion brands to demonstrate their commitment to diversity and gain a loyal following among consumers who value inclusivity.
Industry Implications
1. Fashion Retail - Fashion brands should see this as an opportunity to create products that are inclusive of all people and could appeal to more diverse audiences for greater business growth.
2. Marketing - Ad agencies should use campaigns similar to Gucci's to create empathetic campaigns that resonate with a wider audience and broaden their client base.
3. Social Media - Social media platforms like Instagram should strengthen their features for inclusive campaigns where all people can feel represented and seen in the media they consume.
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