Is that a hijabi I see, standing front and center in this new campaign image celebrating Gucci’s collaboration with The North Face? It sure is. Not only is her hair covered, but the model’s skin is a glorious tone of dark brown – and only after these two visual cues register, do my eyes move on to devour the eclectic fashion feast that’s pictured in the photograph: an array of quilted coats flaunting colourful geometric patterns, with abstract depictions of the brand’s iconic GG logo.
The image is just one of many from HighSnobiety’s spectacular sponsored Gucci collaboration with Flock Together, a bird-watching support club aiming to combat the underrepresentation of POC (people of colour) in nature.
“The collaboration reflects the wider and long-overdue movement to make the outdoors more inclusive,” states the story on HighSnobiety.com. “Nature doesn’t discriminate — it is a place where anyone should be able to express themselves freely with no fear of judgment. However, industry players ruling the roost have continuously focused on a small core audience of hardcore enthusiasts, which has made it hard for newcomers to take part. If anything can inject a much-needed boost of creativity and self-expression, it’s fashion.”
HighSnobiety.com: Birdwatching with Gucci, The North Face and Flock Together
From its creative design collaborations to its stellar displays of diversity on runways and in ad campaigns, Gucci’s creative director, Alessandro Michele is exceptionally tuned in to the need for inclusivity in fashion. From a high-end perspective, the brand has been at the forefront of the mainstream modesty movement. As stated in my book, Modesty: A Fashion Paradox:
“There’s one international fashion house that perhaps singlehandedly stripped modest fashion of its negative associations on a global scale and ushered in a new era of covered-up dressing on the catwalks: Gucci. When Alessandro Michele took the reins as creative director of the brand in January 2015, he gave the Italian label a whole new identity. Over the next few seasons, his collections displayed an array of seemingly Victorian-inspired long hemlines, high necklines and loose, voluminous cuts. Pleated midi skirts in leathers and metallics suddenly became all the rage, paired with printed pussy-bow blouses and layered knits. Gowns crafted from luxurious silks, chiffons and laces featured ruffled necklines and tiered skirts, and patterned suits gave female power-dressing a whole new meaning…”
In 2018, Gucci’s autumn/winter 2018 show even included hijab-inspired headwear fashioned from the brand’s silk scarves – though some critics argued this was a display of cultural appropriation.
Regardless, the Italian luxury fashion house has been pivotal in highlighting diversity from a variety of perspectives – and this latest showcase, produced in collaboration with HighSnobiety and Flock Together, is another feather that the brand can add to its logo-emblazoned cap.
Featured image sourced from HighSnobiety
