Gucci just dropped its pre-fall campaign, titled “Soul Scene,” and it’s as colorful and carefree as you’d expect from the brand.

Shot in London, the campaign references the spirit of England’s underground Northern Soul movement of the ’60s. It was also inspired by the great Malian photographer Malick Sidibé, who famously documented 1960s youth culture in his hometown of Bamako. Taken by Glen Luchford, this campaign seamlessly brings inspiration from these two distinct black youth movements into one beautiful photoshoot.

In Gucci’s own words, “Soul Scene” is “an exploration of the flamboyance and self-expression of men and women who challenge the conventions of society through performance, art and dance.”

Earlier this year, Gucci teased this campaign by posting some of the models and dancers’ endearingly awkward audition tapes, watch a few of them below and the whole cast here.

Now, catch up with the very best #TFWGucci memes.

  • Photography: Courtesy of Gucci
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