The launch of a new campaign for a brand is a very exciting time. Campaigns allow brands to finally express the entirety of their creative vision for the collection. Each campaign is a very interesting look at the collaborative efforts between fashion, cinema, photography, and art. This season, brands stepped away from the traditional ad campaigns to create captivating fashion films and editorial campaigns that feel a lot more personal and in tune with the current media and trend-obsessed fashion industry.
Balenciaga seems to really be pushing further and further away from the brand it used to be. Fresh and millennial driven, Balenciaga’s facelift has taken it from Parisian powerhouse to global heavyweight. These days, Balenciaga dominates the fashion market. Especially in area’s where the majority of fashion buyers are nouveau riche millennials. The new Balenciaga is all about modernity, fusing technology, laid-back casual wear, sportswear, and athletic wear into a mishmash of fashion. Brands like this appeal to the trend-obsessed and social media reliant fashion young fashion consumer. This idea of media awareness and self-indulgence was at the heart of Balenciaga’s latest ad campaign. The campaign, which features various models posing as celebrities being photographed by paparazzi, is a real nod to today’s celebrity and social media obsessed culture. Where information regarding the private lives of those in the spotlight is demanded at a minute by minute rate. Another really interesting level to the campaign is the possibility that Balenciaga is acknowledging that it’s in the spotlight and it’s being watched very closely by the fashion world since Demna stepped in.
Gucci has established as the new reigning monarch of the “ism.” Gucci-isms are everywhere these days. Fast fashion brands adore Gucci for making a successful mad dash at attacking millennials with quirky, straight out of your grandma’s closet designs. Every retailer from Zara to Forever 21 and Supreme have all incorporated “Gucci-isms” into their collections. From stripped collar sweaters and pull-overs to butterfly, tiger, and floral print dresses. Gucci has established itself as the go-to house for recognizable design. But Gucci’s newfound success didn’t just come out of thin air. It was Alessandro Michele’s creative genius that turned the brand around and made it the kitschy brand it is today. For its spring campaign, Gucci utilized its love for all things retro and kitschy to collaborate with Ignasi Monreal on their spring 2018 campaign. The Spanish digital artist created stunning works of art that channel the art masters of old. References to Van Eyck, Bosch, Velazquez are easily visible within the paintings created by Monreal and the entire vibe of the campaign falls perfectly in line with Gucci’s creative direction. The campaign itself is brilliant, combining the selling power of top models, an in-demand brand, and eye-catching creativity to create a unique modern fusion of art, commerce, and fashion.
Sometimes all it takes to create a stunning campaign is an exceptional photo. For their spring campaign, Missoni teamed up with photographer Harley Weir to create this stunning work of photographic art. The photo has a very 50s-60s quality about it. Harking back the era of Avedon, Beaton, and Newton. The first thing one sees when looking at the campaign is the colour. The photograph is bathed in sharp vertical multicoloured stripes pulled straight from the brand’s pattern repertoire. The picture creates movement, with the sand dunes, mountain peaks, and windswept fabric all creating the illusion that the photo is indeed moving in one’s mind. Often times, brand’s and photographers forget that sometimes, all you need to sell your clothing is a stunning photograph. The Missoni campaign does just that. Fusing high art photography with beautiful styling to create an exceptional work of marketing art.
Whether you love the new Dior or not. You cannot argue that Maria Grazia is trying her best to evolve the brand into a contemporary power seller. One thing Chiuri has managed to do is really push the idea that Dior is a brand by a woman, for women. Her many inspirations, most of them being female artists and women who’ve influenced modern and ancient society. This season’s collection was all about art and the idea is literally translated to the campaign through the use of watercolour paintings riddled throughout. The idea that really comes through with the campaign is the fusion of art and feminine sensuality. And an air of mystery created by the gaze of the model and the mirrored expression seen in the painting below her. The simplicity of the image is what really sells the campaign. It’s stripped, taken down to basics. Which is what Maria Grazia seems to be doing with the brand in general. Taking away all the frills and leaving behind only Dior’s legacy, his woman, and the clothes.