Gucci Northern Soul Campaign
Gucci Northern Soul Campaign
Gucci created a northern soul collection in 2017. The clothing in the campaign includes a lot of colour and jewels. This is a different style of northern soul, a more extempore side which wasn't seen as often. The scenes in the videos show the buildings to be very traditional and old school. The dark wood especially shows that. When looking into the video the Northern soul style of dance starts to take place. The video presents this style of dance to be a way to be a way of feeling free and to enjoy yourself. Almost letting the music to take control of you. The style shows it to be like very one is in their own bubble and letting themselves go to the music allowing themselves to move to the music. There is a lot of tracksuits matching jacket and trousers. As well as platform shoes. The colours used reflect the mood of the dance which is bright and fun. Everyone featuring in the video is black which is Gucci trying to be more diverse as well as show the era. This was a different direction for Gucci and gave them more of a unique selling point by bringing out this campaign and bringing back a style that was nearly forgotten.
The article below talks about Gucci's collection of northern soul clothing stating that is a different direction for Gucci also stating all the things Gucci was influenced by when creating this video, northern soul being one of them.
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