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Remember the Best Luxury & Fashion Advertising Campaigns of 2017Wednesday 24 January 2018
Remember the Best Luxury & Fashion Advertising Campaigns of 2017 ⇒ From Calvin Klein to Cartier, from Gucci to Kenzo, 2017 was a year full of challenges for luxury and fashion brands, who had to walk that extra mile to avoid ad-blocking, anti-targeting measures put in place by major platforms such as Google and Apple. Within a world in constant mutation, join CovetED to remember the best luxury and fashion advertising campaigns we’ve had in 2017.
– Alberta Ferretti –
Shot by Tim Walker, starring Kiki Willems, Lexi Boling and Lineisy Montero. Tim Walker is well known for his fantastical, quirky imagery. But for Alberta Ferretti’s Autumn/Winter 2017 campaign, the photographer has pared back his usual exuberance, swapping an elaborate set for a simpler studio backdrop. Styled by Carine Roitfeld, models posed in the Italian brand’s billowy dresses and velvet cloaks. The romantic clothes are a perfect fit for Walker, who Ferretti described as “a poet of modern photography”.
The brand also had highlight with the Spring 2018 campaign, lensed by Mario Sorrenti and starring talents Vittoria Ceretti, Cara Taylor and Binx Walton. Shot in New York, in November 2016, the Alberta Ferretti campaign comprises eight 90s inspired coloured images portraying the models alone, in a couple or posing all together in relaxed complicity. Also styled by Carine Roitfeld, the models sport different stylistic themes of the label’s latest collection in each image, ranging from black Grecian dresses to minimal backless jumpsuits, from a white gown and nude suits embellished with paillettes to shiny silk lamé shirts tied at the navel and pants. The feminine images are also flanked by a short video, in which models say in Italian what love stands for according to them.
– Calvin Klein –
Shot by Willy Vanderperre, starring Julia Nobis, Leila Goldkuhl, Dylan Christensen and Fernando Albaladejo. Photographed in the Californian desert by long-time collaborator Willy Vanderperre, Calvin Klein 205W39NYC’s “American Classics” images are an ode to Raf Simons’ romantic outsider view of the country. Twenty-two models walk on a deserted highway, with billboards from Simons’ first campaign for the brand in the background — perhaps illustrating the designer’s unprecedented creative control of all the labels under the Calvin Klein umbrella.
– Cartier –
French jeweller Cartier reimagined its classic Juste un Clou collection for the modern era through a series that brings the 1970s style into the 21st century. The collection is comprised of a series of necklaces, bracelets, rings and other assorted pieces all made in the shape of a bent nail. The accompanying video series uses a frenetic barrage of 21st-century imagery to cement the collection’s modernist approach.
The brand also had success with their series “The Proposal”. Cartier has followed up on its acclaimed commercials by publishing two new videos on social media in June of last year. The clips tell two separate stories of couples who meet by accident and develop a relationship that culminates in the perfect proposal with a Cartier diamond ring.
– Chloé –
Chloé’s Eau de Parfum turned 10 years-old and decided to go on a road trip with Haley Benett. After iconic figures such as Chloë Sevigny, Clémence Poésy and Anja Rubik, “this fragrance doesn’t have any other name than Chloé, and therefore whoever embodies the campaign is the ultimate Chloé girl of the moment”, said Geoffroy de la Bourdonnaye, the brand’s president. A 1 million view ad which says happy birthday like no other.
– Diesel –
Diesel decided to go down a risky but gorgeous path, erasing all of its Instagram pictures, to step out of the media’s “boring” world of perfection and plunge into a world of genuine imperfections. As Diesel suggested on its Instagram account, “perfection is boring, especially so on Instagram. This is a new imperfect start”. A couple of days later, the “Go with the Flaw” campaign was born. 10 million views on Youtube and an impressive round of applause from the press.
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– Gucci –
Gucci continued to break free from the traditional confines of luxury advertising with its Autumn/Winter 2017 campaign, which utilises an unconventional, humorous approach well placed to spark conversation on social media. Shot by Glen Luchford under Christopher Simmonds’ art direction, the imagery could be mistaken for stills from a 1960s sci-fi film. Amid “Gucci-fied” landscapes and spaceship interiors that reference cult films like “Star Trek” and “Creature of the Black Lagoon”, models move in Alessandro Michele’s floral-printed gowns, bright jacquard suits and pearl-embellished accessories, alongside robots, dinosaurs and extra-terrestrial creatures.
For Spring/Summer 2018, Italian fashion house Gucci flaunted its latest designs through fantastical art. Gucci is continuing its partnership with artist Ignasi Monreal, tapping the artist to capture its products in his photorealistic style. While fashion illustration has seen a resurgence in popularity in recent years, the format is still uncommon enough to visually differentiate brands.
– Kenzo –
“The Flower by Kenzo”15-second ad is the result of the compiling of 15 animated gifs. Perfectly snackable content to be shared and re-shared instantly, as well as repeatedly. The result turned out to be over 2 million views on Facebook and Instagram, as well as more than 500,000 views on YouTube.
– Lacoste –
Conceived by BETC, in Paris, the best Lacoste ad for 2017 is a moving and delicate travel across time in search of a gentleman’s love. While time goes by, his polo remains unchanged, suggesting its timeless nature since 1933. 63 million views, 14 countries, as well as a 13% increase in French-based sales.
– Miu Miu –
Italian fashion brand Miu Miu debuted its latest holiday campaign in the form of an abstract short film with a star-studded cast. In the short film, titled “Whispers”, a group of celebrities, including sisters Dakota and Elle Fanning, are shown in voyeuristic, overheard whispers, highlighting the hidden moments that are laced throughout the holiday season. The cryptic short film is an effort on Prada-owned Miu Miu’s part to drive traffic to its stores ahead of the lucrative holiday season.
Prada’s younger sister had already chosen award-winning actress Naomie Harris to star in its jazz-inspired campaign, shot in New Orleans. The actress appears alongside models from the old and new guard — Kate Moss, sisters Adwoa and Kesewa Aboah and Jean Campbell — dancing to the famed Preservation Hall Jazz Band and boating through the Mississippi bayou. It’s an apt backdrop for Miu Miu’s Autumn/Winter 2017 collection (which Tim Blanks described as a “surreal joie de vivre”): alive, colourful and imbued with memories of its glamorous past.
– Paco Rabanne –
Finally, conceived by Mazarine and photographed by Johan Renck, the stunning Pure XS ad stars one of the brand’s favourite models, the Portuguese Francisco Henriques, acting as a mysterious boy-toy surrounded by hysterical groupies. Over 1 million views and a conquered public.
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