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.


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?”


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.


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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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.