As the fashion landscape continues to change and evolve, the emphasis placed on brand campaigns has become ever more important, as a vital way to communicate a designer’s vision on a global level. Whether it’s unveiling a new concept for the future and a fresh way of showing collections, as at Bottega Veneta, or presenting your first ever ready-to-wear collection, as Kim Jones has just done for Fendi, the Autumn/Winter ad campaigns are some of the most important releases in the annual fashion calendar. Here we’ve rounded up the most captivating visuals for the season ahead.
For his latest campaign, Riccardo Tisci explored contrasting perspectives and the idea of duality, juxtaposing crisp studio stills shot by one of the fashion world’s most sought-after duos, Mert and Marcus, with intimate behind-the-scenes shots taken backstage at the A/W21 presentations, captured by British photographer Chris Rhodes.
“This season is very much about freedom of expression and the importance of exploring creativity,” explains Tisci. “And so, for the campaign, I really wanted to build on these notions and have the collection captured from two different creative perspectives.” Together, the different viewpoints offer up the perfect blend of raw, anarchic energy and sophisticated luxury.
After causing a stir with their secret runway at Berlin’s infamous Berghain nightclub back in April, viewed only by a handful of ultra-VIP guests including Beyoncé and Virgil Abloh, the Italian fashion house’s creative director Daniel Lee has finally revealed his mysterious “Salon 02” collection and campaign.
Photographed by Tyrone Lebon, the images are all about high-octane glamour and star supermodel Freja Beha Erichsen alongside Dede Mansro and Yoonmi Sun. Featuring a series of bold evening looks and oversized silhouettes – think voluminous faux-fur coats and all-over electric blue ostrich feathers – these are looks that hark back to pre-Covid levels of opulence and herald the future mood of the roaring Twenties.
Tapping into the current wanderlust craze and evoking a sense of ethereal nostalgia, the Australian brand has conjured up an Italian dream for its latest campaign, shot in the ever-romantic city of Venice in a series of empty piazzas and gilded palazzos.
Photographed by Benny Horne and starring German model Anna Ewers, the collection was inspired by popular Australian Seventies music television show Countdown, with the pieces embodying that era – crocheted jumpers and high-waisted jeans are seen alongside floaty printed dresses and the kind of monochrome suits so favoured by musicians during that time. The brand’s love of prints and sophisticated layers has been elevated to a new level, with stylised sketches of cassettes, record players and stars dancing across tulle gowns and pussy-bow blouses.
The luxury shoe brand announced a new muse and brand ambassador in the form of Hailey Bieber, who fronts their bold ‘Time to Dare’ campaign. Shot in Los Angeles by Pierre-Ange Carlotti, the model features in a series of intimate close-ups and exaggerated panoramas, exuding confidence in a high-cut swimsuit and fuchsia stilettos, and pared-back sophistication in a jumper dress and white ankle boots.
“Hailey is the embodiment of the Jimmy Choo spirit today – glamorous, sexy, alluring, daring and confident,” says creative director Sandra Choi. “She perfectly encapsulates the DNA that is the core of our brand.”
The multi-talented Hedi Slimane not only creative directed the French fashion house’s latest collection and campaign, he also photographed it, turning the lens on model-of-the moment Quinn Mora. Shot in Ibiza, the looks captured are the epitome of laidback Gallic cool, with Mora seen posing in tweed coats paired with asymmetric crop tops and leather biker jackets teamed with metallic puffball skirts.
Inspired by the works of decadent French poets Paul Verlaine, Charles Baudelaire and Arthur Rimbaud – famed for exalting the excess and pain of misspent youth – this is off-duty Parisian dressing at its very best.
To celebrate their 40th anniversary, Michael Kors decided to go all out by casting legendary supermodel Naomi Campbell alongside fellow fashion superstars Carolyn Murphy, Liya Kebede and Bella Hadid for their big city glamour campaign. Photographed by Inez and Vinoodh, the high-energy shoot was captured at night at some of Kors’ favourite Broadway haunts, from the Shubert Theatre and the Booth Theatre to Sardi’s restaurant and a theatre-lined stretch of 45th Street. Alongside new looks, the collection also features pieces from the MK40 Reissue Capsule, a special curation of 15 items inspired by the designer’s archives.
“When I look back over 40 years, I think about all the amazing memories, energy and fabulous people that New York City has brought to my life and my career,” says Michael Kors. “This collection, and this campaign, is a celebration of the rebirth of city life – of stepping out, finding the joy in getting dressed and making the streets your runway.”
For his first ready-to-wear collection, Kim Jones paid homage to Italian style with a campaign featuring sophisticated neutrals shot on location just outside the house’s storied headquarters, Palazzo della Civiltà Italiana, in Rome. Captured by British photographer Craig McDean and starring models He Chong, Tianna St.Louis, Rianne van Rompaey and Malika Louback, the shots feature Jones’s tailored looks in a series of chicly understated portraits.
“A bold and daring vision driven by the energy and passion for beauty and all forms of creative expression,” the brand said of the new campaign. “The first Fendi ready to wear collection by Kim Jones pays homage to the extraordinary Italian elegance, the brand’s storied heritage, and the women who have enshrined its legacy.”
After being unveiled as the new face of Valentino at the end of 2020, Zendaya is back to front the Italian fashion house’s Roman Palazzo campaign. Shot in Los Angeles by David Sims, the actress is seen in a series of black and white images designed to highlight her as a person rather than a model – alongside the photographs, the brand has released a video featuring clips of her casually lounging in a chair, getting ready behind the scenes and performing on stage.
“I think it’s fundamental to pass strong messages through the identity of a person and Zendaya perfectly represents the values that I want Valentino to stand for, such as equality and inclusivity,” said creative director Pierpaolo Piccioli of the casting. “I chose Zendaya as a person, for what she stands for, and not as a model.”