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Cwmbach Male Choir has survived war, the hardship of miners' strikes, depression and the closure of the pits.

In their trademark imacculate blue blazers and striped ties, both of which display the choir's shield, the men of the choir have won prizes and toured the world.

Yet in their 98 years, they have never been asked to dress in the world famous luxury brand Gucci for fashion bible Vogue Italia.

Neither has the village of Trecynon, near Aberdare, ever seen anything like the sight of the choir members decked out in all extravagant finery posing in the back alleys.

(Image: Clémentine Schneidermann / ItalianVogue / Gucci)

At the end of March, Cwmbach Male Choir chairman Brian Williams received a call from French photographer Clémentine Schneidermann, who lives in Cardiff.

Being so close to April Fool's Day, the 72-year-old who has been with the choir for 25 years, thought it was an elaborate prank by one of the choir members.

“I was sitting at home when the landline telephone rang. It was a Clémentine who claimed to be a French fashion photographer based in Cardiff. I told her I didn't want double glazing or to buy a funeral plan so Clémentine did her best to assure me she was genuine.

“She told me she wanted a male choir from the Valleys to help her in an assignment she was undertaking. So I listened, I was still dubious, and with April 1 fast approaching, my doubts increased when she told me what she was doing.”

(Image: Clémentine Schneidermann / ItalianVogue / Gucci)

Informing the choir chairman that she had been commissioned by Vogue Magazine to photograph Valleys men in Gucci with the aid of Welsh creative director Charlotte James, Brian told her that not many men in Aberdare, let alone in Cwmbach, actually owned a Gucci suit.

“Luckily Clémentine said she would bring a full Gucci wardrobe team and the clothes to model, if the boys of the choir would be the models,” he said. “I asked her if we could keep the suits, but was told we could only borrow them for the shoot as the least expensive suits retailed for £3,200.”

(Image: Clémentine Schneidermann / ItalianVogue / Gucci) (Image: Clémentine Schneidermann / ItalianVogue / Gucci)

Arrangements were made, a venue, date and time agreed. All Brian had to do now was convince his 60 strong choir mate that this was for real.

Meeting at Harlequins Bowls Club in Aberdare, 40 expectant choristers turned up at lunchtime, some with their wives, many hopeful that there would be some Gucci handbags in the deal.

“They didn't much persuading, when I told them they would be wearing Gucci suits,” said Brian.

The choir chairman said the shoot took several hours but it was an unbelievable experience.

“I couldn't believe it when we got there,” he said. “There was a crew of 12 which had arrived to set up the shoot - wardrobe team, stylists, hair stylists, dressers, the photographer and assistant, and the casting team, who were there to choose the boys. Some of the crew had flown in from Italy, South America and Switzerland.”

(Image: Clémentine Schneidermann / ItalianVogue / Gucci)

Choosing the members who would take part in the shoot seemed a straightforward process.

“They only wanted men of medium build so that ruled out most of the choir,” laughed Brian. “We're all very amenable and we have a laugh, the boys that were chosen threw themselves into it and enjoyed it.

“They were all straight into hair and make-up. One of the lads Tony Lewis loved his £3,500 suit, which we were told was a copy of a suit Elton John wore.

“I think all the boys would have kept the clothes if they could.”

(Image: Clémentine Schneidermann / ItalianVogue / Gucci)

It seems the choir and the crew hit it off and bonded quickly. Proving that old adage of keeping a welcome in the hillsides, the choir sang for their visitors and made them feel at home.

“I think they enjoyed our singing and the crew asked us there was anything they could do for us, so we asked them to take some nice traditional photos of the choir in uniform for us to use, which they did,” said Brian. “They also gave every choir member who appeared in the shoot copies of the photographs in which they appeared, which was a nice touch.”

It's not the first time photographer Clémentine Schneidermann, originally from Paris, and Merthyr-born creative director Charlotte James have collaborated in a unique Valleys setting. They recently joined forces for the creative project and exhibition called It's Called Ffasiwn, which saw children from youth projects in Merthyr and Blaenau modelling high couture.

(Image: Clémentine Schneidermann / ItalianVogue / Gucci)

Cwmbach Male Choir, who celebrate their centenary in 2021, have seen the world, sung on the Principality Stadium pitch, starred on Britain's Got Talent with Paul Potts - backed the likes of Cliff Richard, Shirley Bassey and Michael Ball, but possibly never dreamed of appearing in Vogue Magazine in Gucci suits.

“That's why you should join a male choir,” laughed Brian. “You never know what's going to happen to you.”

Find out more about Cwmbach Male Choir at: https://www.facebook.com/cwmbachmalechoir/