http://www.businessoffashion.com/articles/opinion/top-10-campaigns-spring-summer-2016
The innovative fashion advertising remains rare and brands are creating bold seasons to attract the consumers, this season are a hard competition and brands sought to cut through the noise and differentiate themselves this year.
1. Marc Jacobs — Starring Lana Wachowski, Sandra Bernhard, Bette Midler, Kiki Willems, Veronika Vilim, Dan Donigan, Joan Smalls, Adriana Lima, the Cleveland family, Emmanuelle Seigner Morgane Polanski, Oli Burgslem Lili Sumner, Vinny Michaud, Tracy Antonopoulos, Mari Agory and Sam York by David Sims
Marc Jacobs Spring/Summer 2016 Campaign | Source: Courtesy
Marc Jacobs broke new ground by taking a campaign and turning it into online content with the engagement factor of editorial. He posted the shots on instagram which has a audience of 4.3 million, while he had a handpicked mix of celebrities and models that have inspired him and opened his mind over a 30 year long career. He described the overarching narrative of the campaign as “My America”, which provides viewers into the designers artistic development. The campaign features a range of age groups, genders and backgrounds, and a couple of supermodels in Adriana Lima and Joan Smalls. Shot by his long-term collaborator David Sims and styled by Katie Grand, the campaign stands out from the crowd for its story-telling, not just in magazines and on billboards, but crucially, on the all-important social media channels.
2. Valentino — Starring Alice Metza, Cameron Traiber, Greta Varlese, Kirin Dejonckheere and Tami Williams by Steve McCurry
Valentino Spring/Summer 2016 Campaign | Source: Courtesy
The East African savanna forms the backdrop for Valentino’s latest collection. Creative directors Pierpaolo Piccioli and Maria Grazia Chiuri asked National Geographic legend Steve McCurry — known for his world-famous portrait “The Afghan Girl” — to turn his lens on Kenya’s Amboseli National Park as models wearing tribal inflected ready-to-wear posed under acacias and stood sentinel among leaping Masai tribespeople. The collection had caught some attention in October when the designers where accused of cultural appropriation as they mainly used white models. However this reminds us of the long-standing dialogue between fashion and the continent, which goes back as far as Saint Laurent’s animal prints in the 1960s, Iman’s arrival on the catwalk in the 1980s and Demi Moore standing next to a giraffe on the cover of the April 2010 issue of US Harper’s Bazaar.
3. Balmain — Starring Claudia Schiffer, Cindy Crawford and Naomi Campbell by Steven Klein
Balmain Spring/Summer 2016 Campaign | Source: Courtesy
Creative director Olivier Rousteing has bolstered the ranks of his Balmain army, recruiting three original supers. Claudia, Cindy and Naomi are captured in monochrome by Steven Klein with creative direction from Pascal Dangin. Rousteing released the images through his Instagram consisting of 2.2 million followers with the hashtag #thisisHISTORY, making a point that the campaign would be the first chapter in the brands’ efforts to go back to its roots.
4. Gucci — Starring Polina Oganicheva, Peyton Knight, Elizabeth Moore, Nicole Atieno, Mia Gruenwald, Anka Kurydina, Viola Podkopaeva, Jacob Hugo Goldhoorn, Timothy Dibble, Arnis Cievala and Anton Tofgart by Glen Luchford
Gucci Spring/Summer 2016 Campaign | Source: Courtesy
Creative director Alessandro Michele’s faces the pressure to build on the momentum he gained by reviving the brand last year. Shot once again by Glen Luchford, the most alluring scene from the series is a party on a Berlin rooftop, suffused in langour and glamour. As the sun sets and the eccentric characters sashay about, the spectator is sucked into a 1970s fantasy world. Elsewhere in the campaign, night owls take the subway and hang out in club toilets; one even goes skateboarding with a peacock under her arm. Sumptuous, surreal and effortlessly cool, it’s another winner from the Italian house whose star is very much in the ascendant.
5. Raf Simons — Starring Luca Lemaire by Willy Vanderperre
Raf Simons Spring/Summer 2016 Campaign | Source: Courtesy
For Raf Simons’ first print advertisement for his own label since stepping down from Dior, the designer called on fellow Belgians, the photographer Willy Vanderperre and stylist Olivier Rizzo. The three of them have created a series of coloured and black and white disturbing images of a relationship between a man and a hooded figure. Simons had explained at a show he never know his grandfathers and got to know them through photographs in which they would always wear the same clothes. With an anonymous faceless friends, Simons subtly shows the absence of his grandfather through photographs as the campaign represents his attempt to blend the past and present.
6. Louis Vuitton — Starring Lightening by Tetsuya Nomura with visual works by Square Enix
Louis Vuitton Spring/Summer 2016 Campaign | Source: Courtesy
Louis Vuitton has taken the bold step of casting a CGI heroine in its latest campaign. By including the character Lightening from Final Fantasy XIII, the French brand takes on the virtual world of anime and draws the pink-haired model holding up a Petit-Malle bag. The brand worked in collaboration with character designer Tetsuya Nomura and Japanese video game developer Square Enix on the campaign, which also features Jaden Smith among other Vuitton vixens, shot by Bruce Weber.
7. J.W. Anderson — Starring Mayka Merino by Jamie Hawkesworth
J.W. Anderson Spring/Summer 2016 Campaign | Source: Courtesy
JW Anderson bravely uses a postage stamp to sell his name as you can't expect J.W Anderson to play by the rules. This year he had already made a name for himself as on of fashions foremost innovators by live streaming a menswear collection on gay dating app Grindr. In this image featuring Spanish model May Merino, the British designer gives a masterclass in 'less is more'. By turning a head shot if Keith Haring-inspired collection into a postage stamp, throwing out all conventional wisdom.
8. Equipment — Starring Kate Moss and Daria Werbowy by Daria Werbowy
Equipment Spring/Summer 2016 Campaign | Source: Courtesy
Equipments Spring/Summer campaign featured Daria Werbowy and Kate Moss looking into a mirror. The pair embark on a fictional desert island romance, which makes a strong advertising mix. Both models flew to the West Indies were the campaign was photographed by Werbowy herself, a photographer who spends most of her times in Ireland away from the fashion world. Wearing nothing more than this seasons menswear-inspired shirts, the campaign is a celebration of the modern relationship between two women.
9. Céline— Starring Vera van Erp, Regitze Christensen and Karly Loyce by Juergen Teller
Céline Spring/Summer 2016 Campaign | Source: Courtesy
Starring new faces Vera van Erp and Regitze Christensen along with last season Karly Loyce, creative director Phoebe Philo called on Juergen Teller for the lastest Céline campaign. The models were cut out and set against coloured backdrops creating a scrap-book like collage. Following on from Spring/Summer 2016 collection when Philo was inspired by everything the Céline woman might need for a year-long trip, the campaign underscores the evolution of who that woman is. After that show, Philo said she imagined the Céline woman leaving the city, putting her feet in the sand, being in nature. The confident, unselfconscious women of this campaign, clothed in softer, freer lines than the stark minimalism once synonymous with Céline, appear ready to do just that.
10. Dior Homme — Starring Oliver Sim, Alain-Fabien Delon, Rinus Van de Velde and Victor Nylander by Willy Vanderperre
Dior Homme Spring/Summer 2016 | Source: InDigital.tv
For Dior latest campaign the creative director Kris Van Assche sought to embody todays nuanced Diors Homme spirit by casting a range of young creatives across the industry. The xx’s bass player and vocalist Oliver Sim is joined by artist Rinus Van de Velde, model Victor Nylander and actor (and son of French heart-throb Alain Delon), Alain-Fabien Delon Jr. Shot by Willy Vanderperre, the featured creatives wear dark modern suits from the Spring/Summer 2016 collection, cut with typically sharp lines and decorated with zips. The alongside film titled "Stranger in a Room" shows intimate moments in the artists' creative processes, Sim scribbling down lyrics to a song, Van de Velde sculpting, with Sim's band-mate Jamie xx providing the soundtrack.
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