Behind the Fashion Ad Campaign
Art directors team up with image-makers, stylists add a touch of flair, hair and makeup take it to another dimension, and the fashion campaign springs to life. As times change rapidly, the quest is on to delve deeper into the human psyche – to what makes us tick, and to deliver storylines which engage our emotional responses. Here we select a handful of fashion campaigns which are entering into another realm.
1. Balmain
Olivier Rousteing introduces his nomadic Balmain army to Steven Klein for Spring/Summer 2017. Shot in the Californian desert, it features top models Doutzen Kroes, Isabeli Fontana, Natasha Poly, Jon Kortajarena, Gabriel Aubry and Tony Ward. The megaphones and speakers add a sense of bewilderment as well as a futuristic mood.
2. Prada
The ‘365’ project is the Prada way of introducing a continual campaign which includes motion and stills photography. Shot by Willy Vanderperre, this stunning SS17 collection is presented in unique ways, embracing the themes of Pathways, Frontiers, Stations, Exits and Terrains, across an array of indoor and outdoor landscapes.
3. Loewe
Jonathan Anderson teamed up with photographer Steven Meisel, and supermodel Amber Valetta to capture an essence of continual movement, echoing the pace at which fashion evolves.
4. Alexander Wang
Photographed by Inez & Vinoodh, the take to the party. Models Binx Walton, Anna Ewers and Lexi Boling join American rapper Lil Yachty and Kim Kardashian to high fashion into the morning.
5. Brandon Maxwell
Featuring top model Riley Montana, this campaign is styled and captured by the designer himself. Domestic bliss!
6. Céline
Céline’s Spring Summer 2017 campaign was shot by Juergen Teller, and has an underlying narrative of mystery as underscored by the colour red.
7. Acne Studios
Captured by the inimitable Paolo Roversi, Acne Studios features a group of creatives for the brand’s SS17 collection. Artists, writers and other creatives of Iranian, Iraqi and Kuwaiti origin are shot in intimate polaroid portraits, to imbue “a spirit of openness” and celebrate differences.
