To some, the outlandish tactics used to garner attention within the fashion industry may seem like ridiculous attempts to either shock or put out confusing jumbles and present them as art. And though that may be true to a certain extent, there is one area where designers, film makers, photographers, and artists all agree: that bigger and bolder is always better. Fashion ad campaigns are one of the most important things that brands put out throughout the year, second only to the products made by the brand itself. They showcase the created message that may not have reached its audience during the initial runway show. Here, the entire creative team can create a fantasy world based on the collection, fragrance, cosmetic, or accessory that the ad is based on, taking whatever unanswered questions the collection left behind and filling in the blank spots on the canvas.
Christian Dior Fall 2017-18
Although some may say that Maria Grazia Chiuri’s work at the iconic house of Dior is lacklustre, it’s undeniable that this ad campaign injects brute strength that may have been missing during the show. With Dior favourites like Ruth Bell and Fernanda Ly, the original idea of outfitting a strong and unapologetic woman in Dior is completely evident in this campaign. The pulsing, industrial music and stark black and white create an air of strength that follows each model as they twirl, stomp, and pose in their black leather berets.
Valentino Menswear Fall 2017-18
Menswear sometimes gets a bad rep of being the less inspired and completely out of touch brother to high fashion womenswear. However, many brands are starting to take notice on how important the men’s fashion has become. Valentino is definitely one of those brands. In recent years, Valentino has made amazing strides in taking their brand from luxury tailoring to here and now men’s fashion. Valentino is no longer your rich grandfather’s go-to suit, and their campaign for fall proves just that. Placing their models in a modernized version of punk London, the ad pushes the idea that Valentino is a brand that’s as fresh and as new as the millennials it wants to attract.
Gucci Fall 2017-18
Gucci‘s creative head, Alessandro Michelle, is no stranger to transforming a brand into a contemporary go-to. Not long after joining the brand, Michelle was able to turn the ever increasingly forgettable brand into the most talked about and coveted Italian name in the fashion industry today. For their Fall campaign, Gucci not only channelled the same cacophonic parade of colour and texture that’s brought it back to life, but also channelled something that’s become a staple in millennial style; nostalgia for times far before their childhood. The ad features the all too familiar setting of a psychedelic ’70s like space adventure that mirrors the bright rainbow of colour, texture, and inspiration that Gucci is all about.
Oscar De La Renta Fall 2018-17
Since taking the helm at Oscar De La Renta almost a year ago, Laura Kim and Fernando Garcia have thrust the brand into an interesting place. Hovering delicately between modern edge and old world glamour, the brand that has dressed the likes of Laura Bush and Sarah Jessica Parker is eagerly awaiting to see whether the fashion world buys into its new image. One key element in helping its audience understand the new De La Renta image is fashion icon Mariacarla Boscono who was the face of Renta’s fall campaign. Her strikingly alien face and sharp gaze helped sew together the contemporary edge that Kim and Garcia wish to bring to the brand with the grace and glamour that Oscar established years ago.
Miu Miu Fall 2017-18
Miuccia Prada is a fashion genius. No one is able to reinvent two brands simultaneously every season and keep the look and the ideas of the brands fresh and exciting the way she does. So it comes as no surprise that her brilliant collection for Miu Miu now comes with a brilliant ad campaign. Borrowing heavily from the collections fuzzy bubblegum-60s mod fusion, the ad takes its viewer through a pastel coloured journey that takes place in an old movie theatre where models (including Kate Moss!) all sit and watch a grainy Lousiana Bayou short film featuring the models themselves. And if seeing Kate Moss decked out it groovy Miu Miu is not enough, then seeing Adwoah Aboah and other stunning models of colour dominate the ad should be more than enough incentive to fall in love with this light hearted ad!