Clutch the Pearls: Will Gucci’s New Campaign Feature Only Black Models?

Black model with a Gucci bag during Paris Fashion Week on Jan. 25, 2017 (Edward Berthelot/Getty Images)

Gucci’s Instagram blew up Friday after it showed its #GucciPreFall17 campaign and a series of “audition” videos filled with all black faces.

The rare-air fashion house featured six black models—all with natural hair— answering quirky questions and busting dance moves on its colorful IG page.

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Time reports that the casting agency featured in the videos is the Midland Agency, known for casting “real” models.

Hopefuls such as 19-year-old Abdulaye from Staten Island, N.Y., were asked questions like, “What does it mean to have soul?”

Akua Shabaka was asked, “What’s your spirit animal?”

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The models were then asked to dance to the old-school soul track “Crying Over You,” by Duke Browner, a move just as cryptic as Gucci’s response to questions about the campaign auditions.

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A Gucci spokesperson told Time that they are not releasing any additional information about the campaign beyond the IG posts. But whatever the case, this is a good look for the haute couture brand.

What’s gucci, Gucci? All good.

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About the author

Angela Helm

Ms. Bronner Helm is a Contributing Editor at The Root. Mouthy Black Girl. Rosalynn Carter Mental Health Fellow. Shea Butter Feminist. Virgo Sun, Aries Moon.