13 Feb 2018

SS18 Campaigns that have already rocked the industry

Sara King Moura

Yes, the year is still taking it’s very first shy steps, but as we all also know, when it comes to Fashion there is no such thing as an introvert (or even dull) moment.

I am not sure if you sing yourself what is next, but as a curious soul the I consider myself to be, I just decided to dig and add a personal touch to my SS18 best Fashion Campaigns selection.

Sure, new designer brands have been making quite a noise, but this article is to really show a string thumbs up to big luxury brands that have been working hard on changing – somehow – their creative position while maintaining their DNA and allowing “new blood” to come along.

We need, definitely, to see beyond the old and (so) monotonous structure that fashion has been building around people. Thanks to social media rise and empowerment , thanks to the voice of the Millennial Culture, fashion has been learning to spread their arms wide open in order to accept different perspectives, beliefs and messages. From Gucci to Alberta Ferretti, let’s see what I love about the campaigns and what more they have to say besides having gorgeous models posing.

 Hopefully, you all are going to love them as well.

1) Coach

The new Campaign portrays a group of young people hanging out in their Coach outfits.

From sequins to bright and rainbow based colors, Coach reflect the best of union, positive feelings and the urban life. Wishing I could be part of the add.

Steven Meisel – Photographer / Fabien Baron – Director / Karl Templer – Fashion Editor and Stylist

2) Versace

 Kaia Gerber is the daughter of the iconic and legendary Cindy Crawford (Ok, everyone knows this). After walking for Versace SS18 show in Milan, Kaia rushed herself to shoot The New Versace Generation, leading the way to all of our hearts – Generation Z and Millennials, I am (and Versace) are talking to you. Versace is reinventing itself, so YES. While showing pride for it’s roots, iconic collections and historical models, Versace came to the realization that the brand was perceived as traditional and “mother related”. Gigi Hadid has also participated and rocked the mood, however, I feel that Kaia gave us the right Versace new vibes.

Steven Meisel – Photographer / Jacob K – Fashion Editor and Stylist

3) Alberta Ferretti

Alberta has been raising her awareness in a way that we can ignore. For her third season in a row, Alberta has been doing more than just add the days to knit. From Monday to Sunday, Alberta has been managing their way up when it comes to the influencer leader and the truth is that besides being on every influencers feed, she is also building a solid message based on love, friendship and happiness. Thanks to eight iconic and impactful shots headlining Vittoria Ceretti, Cara Taylor and Binx Walton, Alberta wants to spread this three core values among youth making the collection a physical manifest.

Mario Sorrenti – Photographer / Carine Roitfeld- Fashion Editor and Stylist

Saint Laurent

 Anthony Vaccarello is the creative director of Saint Laurent since 2016, so we have already seen some pretty amazing stuff from him. However, nobody (and I mean, nobody) can’t deny the magnificent show he presented in Paris to present Saint Laurent’s SS18 collection.

There were legs till the moon and glamour as far as the eye could see(word), as the materials are not more down to earth, honestly. From ostrich feathers flew, glitter dresses glinted, satin bubbled and boots upon more boots, the truth is that Anthony’s SS18 campaign is more focused on a happy girl than ever. On his words “That girl of Saint Laurent—she wants to have fun,” he said.

“She’s not depressed. She wants to enjoy life!”. And for the love of Saint Laurent, who wouldn’t be happy wearing the pieces that even Zoe Kravitz wore for the cool and edgy campaign? Come on.

Plus, Saint Laurent needed to be mentioned just because it allowed Maria Miguel (a Portuguese Model) to open the emblematic show.

David Sims – Photographer



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