Although seasons in the fashion industry are becoming linked in a fluid way, seasonal advertising campaigns are still a major part of the marketing process for brands. However, as social media has become an important aspect of our lives and promotion, the campaigns are mainly calculated for Instagram and less about print.
Here are the 5 top campaigns of Spring/Summer 2017
- Calvin Klein
Shot by Willy Vanderperre, the campaign was under the creative direction of Raf Simons. The photograph stars the cast of “Moonlight” and features a piece of work from American artists Sterling Ruby, Richard Prince and Andy Warhol. The legendary label reinterprets what it means to be American. The models are only wearing the classic white briefs, staring at what looks like a gigantic patchwork of different types of denim. It is an acknowledgment to the role they play in today’s American culture.
Shot by Harley Weir, the campaign stars Alek Wek, Shujing Zhou and Eliza Douglas (three models who walked in the show). The campaign was in perfect harmony with the clothes. Balenciaga’s collection is an exploration of Fetishism and Weir’s interpretation through the photograph create the same fetishistic atmosphere. As the models in the photographs were also seen on the runway, the campaign just feels like an extension of the fashion show.
Shot by Annie Leibovitz, Moncler chose to not use an “it ” model but a Chinese performance artist called Liu Bolin. He painted himself to blend into the background entirely, his nickname is “The invisible man”. The campaign is not focused on the garments of the brand but on Liu himself. The photograph is far from the traditional fashion editorials. Liu’s work is not only artistic, but there is a message behind it, which is a sociopolitical critique of his native China.
Shot by David Sims and starring Christy Turlington, also known as Valentino’s muse. Although it is her first campaign with Pierpaolo Piccioli, creative director of the brand, she has been seen in multiple campaigns in the 1990’s. To bring the melancholic nostalgia to it’s fullest, the wrinkles on Turlington’s face are purposely unfiltered. The photographs are very intimate which adds to the delicate tone of sadness the mood of the series shows. There is an equal sense of ephemerality between the faces of the models and the fleeting images of the clothes.
- Alexander McQueen
Shot by British photographer Jamie Hawkesworth and starring model Vittoria Ceretti, the campaign was shot on the beach with an infinity of sea and sand dunes. Ceretti shifts with the sun and appears as a fleeting figure on every shot. The collection, which was an homage to Lee McQueen’s ancestry, was inspired by the Scottish Highlands and Britain’s Jurassic coast. Creative director Sarah Burton’s crashing waves designs contrast perfectly with the rolling sand dunes. The garments and location are the perfect mix.