Marxist Analysis of the Gucci x Dapper Dan made in Harlem

     The video "Gucci x Dapper Dan in Harlem Behind the Scenes" appears to be an enjoyable and stylish collaboration between a mainstream fashion brand and a legendary Black designer from Harlem. It is focused on creativity, representation, and Black culture-inspired fashion. However, from a Marxist perspective, the video has a different story to tell a tale of capitalism profiting from working-class culture and maintaining power and control within the dominant class. This partnership might seem like progress, but it is a classic case of how the capitalist institutions appropriate culture from the marginalized communities, remake, and then sell it back to them without necessarily granting power or ownership to those whom it from. In brief, this video is not so much about fashion it’s about cultural ownership, who profits from the labor, and who gets to dominate the system.

    The most compelling element in the video is the extent to which Gucci leans on Harlem's identity. The models are dressed in apparel that reflects Harlem's edgy, streetwise appearance. The setting itself actual Harlem streets and buildings is used as a visual background that adds toughness and authenticity to the campaign. The whole plan relies on Harlem's reputation as a source of creativity, strife, and pride, particularly in Black history. This is clearly an instance of commodification according to Marxist theory. This is a clear instance of commodification, according to Marxist theory, where valuable culture, tradition, or art, for instance is turned into something that can be traded for money. Gucci, being a global luxury fashion brand, is co-opting the culture of Harlem not because it has some intrinsic interest in the community, but because it provides its products with value. That value can be exchanged for profit. The backdrops, the styles, and even Dapper Dan himself are co-opted as symbols of coolness and authenticity. Yet the profit, ultimately, is Gucci's. Harlem culture is remade as something wearable and desirable for the wealthy, when in reality no one in Harlem would ever be able to purchase what is being sold. This is a fundamental Marxist principle: under capitalism, even those things which ought to be meaningful such as culture are commodified to be bought and sold. They are removed from the people who created them and sold by those in control of the marketplace.

    The second key Marxist concept is of labor work that people do and control over the fruits of that labor. We see in the video models, cameras, stylists, lights. We see Dapper Dan instructing the shoot in the video. But there's a lot of other labor that we don't see. However, there is a lot of other labor that we don't see, such as workers in factories who stitched the clothing, assistants who aided in planning the shoot, photographers, lighting technicians, and so on. All of them are working, but few of them will receive credit and even fewer will receive more than a minimum wage. Under capitalism, the majority of workers do not own what they produce. The worker may stitch a jacket, but it is Gucci that owns it and sells it. The photographer may capture a great photo, but it is Gucci that utilizes it for advertisements. The workers receive payment once, but Gucci continues to make money long after the work has been completed. Marx termed this exploitation when the worker who performs the labor doesn't get the full value of what they've created. Instead, it goes to the owner as profit. The machine enriches the rich and the workers remain in the same position. The video hides this reality by showing only the glamorous side of fashion. Behind the beauty, though, is the same class system.

The video heavily focuses on Dapper Dan. He is shown as a symbol of Harlem pride and creativity. He was shut down years ago by brands like Gucci for copying luxury designs and using them in his own way. Now the same brand is working with him, and it seems that he has been recognized and respected.

But here’s where Marxist theory helps us look deeper. This day, Dapper Dan is not working independently he is working under the Gucci brand. His designs are now part of Gucci’s collection. That means he no longer owns his creations in the same way. He is now part of a corporate system that decides what is acceptable, profitable, and stylish. This is an ideology of sorts when capitalism gives the appearance of progress or equality to cover up the fact that the system itself hasn't really changed. Dapper Dan, a Black designer, being given recognition by an international company doesn't mean that Gucci is being more equal. It just means that they've found another way to sell their image and bring in more money this time using the story of Dapper Dan to make their company seem "inclusive" and "woke." From a Marxist point of view, this is not empowerment by any means. This is simply absorption brought in an outsider and brought him in so the system could just keep going like it's been.".

    Harlem is not merely a location in this video it is  important part of the campaign message. The streets, the people, the noise, and the heritage lend the campaign its unique character. But when we ask, "Who really profits from this campaign?" the answer is not the people. The clothing is high-end material’s, many times more than most Harlem residents can afford. There is no local investment or job employment. There is no genuine effort to build or market Harlem residents. Instead, the community is used as a platform. It adds flavor and richness to the campaign, but it does not fall along the profit curve. This is a second Marxist worry: the people who assist in creating identity and culture are typically not given the spoils. Their presence and stories become marketing capital, but they don't receive ownership or power in return. This is why capitalism has been argued to be not just about money it is about controlling meaning, culture, and identity. Gucci appears to be paying tribute to Harlem, yet it is exploiting the place in order to sell and advertise its brand to new markets. The district is being exploited as a symbol and not an associate.

    In conclusion, the video Gucci x Dapper Dan in Harlem is more than a behind the scenes look at a fashion shoot. It is a brazen illustration of how capitalism will take culture, work, and identity away from poor and marginalized communities in a quest to make profit without giving the communities power or ownership. From a Marxist point of view, we see that Gucci's alliance with Dapper Dan is not so much about clothes as it is about maintaining class lines while offering the veneer of inclusion and progress. Dapper Dan is beloved but in the confines of a system that still dominates his craft. Harlem culture is used, but Harlem individuals are relegated to the outskirts. Workers give, but the profit is the corporation. That is how capitalism works it takes from many and gives to a select group. In the end, the video is more about profit than empowerment itself and how the ruling class keeps profiting off the style and energy of the working class. It is a reminder that until creators of culture and workers also own and control, then true progress has not been achieved.