Top 10: Campaigns Fall / Winter 2016/17

The Fall/Winter 2016/17 campaigns are here! Including Miu Miu, Calvin Klein and Brioni

While the summer itself still seems completely undecided, already the Fall/Winter 2016/17 campaigns are flooding the first pages of print magazines, our mailboxes, and RSS feeds. We didn’t need to think too long to select our Top 10, above all about Miu Miu, Brioni, and Calvin Klein.

1. Miu Miu

Now everyone sit down for a second and take a deep breath. Is this not the best campaign of the season? Top marks to the creative department at Miu Miu for daring to take what must have already been impressive photographs and working them into a collage, and in the process creating an even better end result than would have been reached with the original images? Angelic actress Amanda Seyfried models next to Anna Ewers and colleagues. Alasdair McLellan took the photos in Houghton Hall, Norfolk. Title: Found Narratives.

2. Calvin Klein

Yes, we were already thrilled last season and now photographer Tyrone Lebon is throwing some more wood on the fire with 69 new scenes for Calvin Klein. Featuring Grace Coddington, Kate Moss, and a solid so-called street cast, every shot places its model in multifarious stagings of the maxim “I____ in #mycalvins”.

3. Jacquemus

Strictly speaking, this young French designer isn’t a young designer anymore, but Jacquemus holds on to his recognition value by staying true to his mantra – catering to a genial mood with his creations. This time, he’s set himself on photo collages that are full of movement and work wonderfully on Instagram. But still, it’s hard to pick a favorite out of these classic (and still stationary) motifs.

4. Gucci

Gucci is a so-called “low hanging fruit” when it comes to wow-effect, with the campaigns among other things. The Berlin Episode is still in all of our minds, and now it’s going to Toyko! They’re releasing a total of 18 shots that feature, among others, Petra Collins – she also already took over the brand’s Snapchat account was surely Glen Luchford’s leading muse. The music and the aesthetic are naturally reminiscent – like so much that gets shot in the Japanese metropolis – of Sofia Coppola’s Lost in Translation.

5. Brioni

© Zackery Michael

So yeah, we’re not entirely neutral here, but of course Justin O’Shea’s new positioning of Brioni is worth paying attention to, especially because he dared to take the branding in a completely radical new direction. His friend Zackery Michael snapped Metallica’s band members and Danny Sangra shot short video snippets that are flooding social media. Very masculine, very brave, and a clear and good new statement for the brand.

6. Prada Mod (Eyewear)

Things are getting shaken up dramatically at the Italian label, the signs are pointing to digital, the rhythm of the men’s and women’s collection adapted more than usual to the needs of the market. We welcome that, of course, and are therefore watching these eyewear campaigns closely (until the motifs for the women’s main line are published). Model Vanessa Moody (ha, what a funny play on words) plays the main role and almost travels back to 1960s Great Britain, as the Mod movement still sought to rebel against prevailing circumstances and extolled free spiritedness. Enough of the nostalgia, we’re reveling in the motif titled Whatever and a few others from this series.

7. Giorgio Armani

How does a brand, one that’s been a perennial classic, permanently reinvent itself? It’s not such a simple task, but Giorgio Armani is giving a quick look at how wonderfully it can be done. In his usual manner, Peter Lindbergh photographed four impressive women – Liu Wen, Liya Kebede, Elisa Sednaoui und Amanda Murphy – under the theme of New Normal. You don’t need any more to understand the score and pass directly to GO.

8. Frame Denim


For quite some time and as if by the book, Jens Grede and Erik Torstensson have been lifting up Frame Denim from a brand that started with jeans and has now extended its repertoire to include everything from blouses and skirts to everything else that our hearts desire. And because they know what works perfectly at this moment in fashion, girls of the hour Steffy Argelich and Julia Hafstrom model.

9. Loewe

© Steven Meisel

In 99.9% of cases, what J.W. Anderson touches will be good. Steven Meisel delivered one photo series after another for the traditional Spanish label, sometimes from his own private archive, and the photos are always good. It will occur to the watchful reader that this is supporting material to the 2016 men’s summer collection, but because what’s shown is arousing quite a bit of enthusiasm, we’re introducing it here rather inconspicuously.

10. Marni

Last but not least! Likewise, these Spaniards couldn’t be left out. Lucinda Chambers’ styling for Marni is undisputedly outstanding (why British Vogue is also counted among our best friends this month), and often a photographer is booked that is ambitious enough to break with our usual ways of seeing (this time, Hellen Van Meene from Holland). Another characteristic that has carried through the last three seasons: the models gladly slouch around, here over the windowsill, there on the floor (like Marte Mei Van Haaster), and finally also on trees. That’s an attitude towards life that we can sometimes easily identify with.

translation: Melissa frost

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.