Since Alessandro Michele took up the creative mantle at Gucci in January 2015, the Italian house has become quite masterful at teasing its campaigns in advance of their release, always leaving us wanting more. They've taken us on a Snapchat tour of a greenhouse for pre-fall 2016, and had Jared Leto doodle ahead of his Guilty fragrance ad. And on Friday, our eagle-eyed friends at The Cut caught wind of Gucci's latest campaign for pre-fall 2017, the auditions for which Gucci appears to be posting on its Instagram feed.
Fans of the brand noticed on Thursday that the @gucci handle was releasing short casting videos, featuring only black models. (The Cut reports that casting was done by Midland Agency, a progressive company that counts Hood By Air and Eckhaus Latta as clients.) Each clip has the model answering audition questions like: "What does it mean to have a soul?" and "What's your spirit animal?" as well as discussing their background in dance. (Franck, 20, said: "I dance afro beat, afro house, jerk, turfing… a mix of everything.") Could the final campaign incorporate a video element, we wonder?
Gucci kept mum on the specifics, a spokesperson telling us they are not releasing any information beyond the videos. But from the looks of the audition teasers, this may very well be a campaign that stars only models of color. While 2016 was a banner year for diversity within the fashion industry, the business certainly has a long way to go. Much like Zac Posen's fall 2016 runway show in which he cast models of color almost exclusively, Gucci could be using its platform to make an important statement about the absence of racial diversity within luxury brands. And if that's the case, we're on board.
We'll keep you posted as we learn more, and in the meantime, you can head to @gucci to see all nine of the audition videos.