Fashion houses from New York, London, Milan and Paris have presented their collections through innovative channels and stunning ad campaigns that explored visionary fashion elements, and that demonstrated the flow of creativity that characterises this industry despite the struggles it has gone through this period.
There might have been imminent challenges in the delivery of fashion weeks but their accompanying ad campaigns continued to amaze us without a doubt nor difficulty.
From Pradas presentation of Miuccia Prada and Raf Simons creative direction, Versace’s colorful summer heath and extensive model casting, to Dior’s appreciation of Baroque-style, here are our favourite SS21 ad-campaigns to keep track of.
Prada
A campaign characterised by the lack of ‘a photographer’… Bizarre yet innovative.
This was Prada’s take for their Spring Summer 202 ad portfolio, a change from the usual marquee photographer and a transition to point out the performance of technology in this ever-changing industry. A particular decision which presented a 360-degree view of the models wearing the collection, but not just any collection, one that takes the form of a conversation… The Spring Summer 2021 is presented as an open dialogue between the brand and us, the viewers, who are welcome to answer a series of questions about our beliefs and perspective on the world directly on the Prada, website which might form part of the campaign itself. We’ve always referred to fashion as a means to expression and this time, Miuccia Prada and Raf Simons co-creative direction perfectly captured the essence of this.
Versace
Versace’s latest campaign presented a world of their own, one capturing their runway show of September under the name of Versacepolis. Versacepolis is beautiful in its own merit but what makes it special are its muses, the “modern Medusas” as explained by the Italian fashion label, that wear the collection characterised by lingerie structures and a bright colour palette. Muses that include Precious lee, Hailey Bieber, and Kenall Jenner amongst many others, that with wet-styled hair, water inspired designs embody spring-summer at its best.
Dior
Dior seems to have gotten over the minimalist ad campaign, even if we have to admit that we had a soft spot for them, now it’s all about extravagance but in the classiest of ways. Dior’s latest campaign concentrates on Baroqueism, recreating the beauty of the 16th century with impressive shots taken by photographer Elen Kechicheva. Maria Grazia Chiuri presents us with inspiration taken from Tarot cards through this campaign that combines romanticism and drama through compositions that contrasts from the monotony of past minimalism.
Fendi
Fendi’s SS21 campaign presented elegance through the idea of relaxation and nonchalance, mirroring the role and use of fashion in our current lives. A campaign with a soft colour palette and a few saturated touches with reds and blues, as seen on iconic dresses and accessories perfect for the upcoming season. The images were shot by photographer Nick Knight in his London studio but evidently reference Rome and the origins of the brand. This is noticeable through the background inclusion of the Square Colosseum, Fendi’s Rome headquarters, a detail that only few will recognise but if they do they will appreciate even more every aspect of this campaign and the complexity of its composition.
Words by Chiara Ferrari
