Top 10: Campaigns Spring / Summer 2017

Louis Vuitton, J.W. Anderson, and Miu Miu go public with their campaigns for Spring/Summer 2017, here our Top 10

The new campaign themes from our favorite labels are always reason to rejoice. On a regular basis, Veronika and I carefully select our favorites. Has a creative team ventured into new territory? Or have they fallen back on the tried-and-true for the coming season, in this case Spring/Summer 2017. It’s a good and more than suitable seismograph, so to speak, that sets the tone for the months to come.

1. Louis Vuitton

For Series 6, Michelle Williams, Jennifer Connelly, and Adèle Exarchopoulos – among others – get in front of Bruce Weber’s camera. The streets of Paris serve as a backdrop, styled by Marie-Amélie Sauvé. “Paris is the soul of this collection, its charming duality and its way of nourishing itself with artistic influences,” says Artistic Director Nicolas Ghesquières.

2. J.W.Anderson

Admittedly, this is “low-hanging fruit”: Anything with Chloë Sevigny in it has already won me over 99%. And so it is here. Thank you to Jonathan Anderson for this sparkling idea. Beautifully classic, shot minimalistically by Jamie Hawkesworth. Art Direction by m/m Paris.

3. Miu Miu

Suddenly Next Summer – the name says it all. Shot for the third time by Alasdair McLellan, Karen Elson, Carolyn Murphy, and Lara Stone are among the mermaids diving into the water. An exciting add-on: motifs from the shoot were uploaded to Instagram Stories and tagged to the Instagram accounts of the (fresh) models, including Sonia Ben Ammar (@itsnotsonia), who herself has an impressive 251k followers.

4. Prada

365: that’s the name of the new concept from Prada. Contrary to the usual, from now on a theme shouldn’t reflect a collection’s DNA for a whole season, but rather be much more of a dynamic constant that expresses different visual approaches. And so cheerful images by Willy Vanderperre – in which Saskia De Brauw and Giedre Dukauskaite are among those seen in the theme Pathways – mix with those from the classic men’s division featuring Jude Law.

5. Gucci

Gucci was already sending out typically colorful material in the middle of December – what early birds! How well-attuned the creative department around Alessandro Michele is should already have stood out to the last viewer. His own signature, always reinterpreted – almost no one does it as well as him. The focus this time: Glen Luchford behind the lens on Gucci’s home turf, Rome.

6. Marni

The rolls of model and photographer are meant to be broken – that’s what Marni decided this time. For a change of perspective, Barbara Probst got carried away, Lucinda Chambers styled, and models Lisa Helene Kramer, Mali Koopman, Jess PW, and Luisana Gonzalez joined in.

7. Alexander Wang

Anna Ewers, in her first appearance on this list: Together with Lexi Bowling and Binx Walton, she turns day into night. Stringy hair, smudged cat eyes, and a post-party facial expression: That’s how the new attitude from Alexander Wang works. “Walk of Shame” or “The Aftermath” are, accordingly, the names of the individual motifs. Target group: probably more the young New York underground.

8. Isabel Marant

Pause briefly for Anna Ewers, and her second appearance on this list, or for the question: How can a still life look so amazing that you’d preferably hang it on your wall? The team behind it sounds like a match made in heaven: Inez and Vinoodh (aka Inez van Lamsweerde and Vinoodh Matadin) as photographers, styled by Géraldine Saglio, and creative direction by Franck Durand.

9. Versace

Once again Bruce Weber, once again Anna Ewers, BUT also with Edie Campbell and horses, which for Donatella Versace embody the love of freedom intrinsic to her label. The production took place in Kentucky.

10. Céline

Last but not least, there can’t be a campaign review without Céline. This time Phoebe Philo offers no one less behind the camera than artist Talia Chetrit, who I’ve already been following for a while and whose work I really value. She places German model Lena Hardt into the scene with such sensitivity that I’m on the brink of buying my very first floral print dress. So, mission accomplished. Laura Morgan can be seen in the other motifs. Styled by Jodie Barnes. Location: a forest in the middle of nowhere. Unbeatably good. Thank you.

©Alex de Brabant

Julia co-founded one of the first fashion blogs in Germany in 2007 and became a freelance consultant for digital strategies after publishing her first book in 2010. After an eventful four years with Condé Nast working mainly in the digital department of Vogue Germany, she decided to launch her own online magazine with her dream partner, Veronika Heilbrunner. She is based in Berlin and loves to read books.