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Are you here for Gucci’s new campaign? The high-end retailer decided to shed its lack of diversity image and feature an all-black cast in a 60’s underground soul party campaign dubbed “Soul Scene”. The latest pre-fall 2017 ad defiantly sparked attention. In a time where it’s cool to be black with popular #BlackGirlMagic and #BlackBoyJoy hashtags, ads such as Gucci’s can be seen as only serving to exploit the now ‘popular’ agenda. While they get an A for effort for the intent on being inclusive, we just couldn’t help but feel this ad was only for relying on the pockets in the black youth. As one twitter user put it: “Gucci is no FUBU”
From rap songs to rappers literally named after the brand (i.e.: Gucci Mane), the brand has been a label of success to the black rap community and dubbed as an achievement to its audience, so what better market then the black community right? WRONG… In a company known for casting one type of model, WHITE, having an all-black ad campaign gave them the attention that they were looking for (minus the backlash). One twitter user said it best: “While the campaign purports to celebrate black soul, it smacks of performance rather than genuine homage,” he wrote. “Is it offensive? Not really. Is it appropriation? Well, there’s the rub. It would be if the ads included the culture. Instead, Gucci presents a reverent, painstakingly recreated facsimile of a culture. More than anything, the campaign is about the look. It’s just drag. This is soul as drag.” Though the images are beautiful and reminiscent of the disco era, the attempt to make the black community feel ‘included’ in a company known for lacking in diversity, was their failed attempt on inclusion.  Source: TRUE Africa
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