The Best Transition Print Ads of 2016 | The Impression Awards
BY KENNETH RICHARD
It isn’t easy to be a change agent and 2016 saw many misses and a few hits. We prefer to look on the bright side and call out three houses that charted their own new paths in 2016.
Tommy Hilfiger said goodbye to the iconic and eccentric Hilfiger family after 10 years of hijix. Meanwhile the house itself transitioned from show and tell to show now buy now. To bring the reality of nowness the house wisely partnered with star of the moment, Gigi Hadid. Trey Laird and Laird + Partners championed the difficult task of shepherding the house creatively while the house was running and gunning in different directions strategically. And if Tommy is know for anything it is his ability to change quickly. No easy feat Laird + Partners and we look forward to watching that transition take a firm foothold in 2017.
Owners of Frame and Creative Directors Erik Torstensson & Jen Grede took a leap out of a category and into a lifestyle with the dropping of ‘denim’ from their name in fall of 2016. Ask any designer who has been ‘boxed by buyers’ how difficult it is to get out and you are setting yourself up for a long tale. However the creative directors behind the house wisely expanded Frame both literally and figuratively in their Fall 2016 campaign to drive the point home with nary a stick of denim in sight. And they too will be in our sights and site for 2017.
The most impressive transition of the year was that of the loss of not only the creative director, but the art direction, the photographer, the stylist, the central casting agent, and more for Saint Laurent, Hedi Slimane. The first signs of the evolution in 2016 was a cleansing of the pallet with a minimal campaign without clothing. Then, with the help of photographers Inez & Vinoodh, Saint Laurent got their french on down at the Seine. The campaign was respectful of the previous house champion as well as the direction of the newly appointed one, Anthony Vaccarello. The result was a striking campaign that respected both heritage and hierarchies as well as looked toward the future. And that after all is what transitioning is all about.
Tommy Hilfiger | Fall 2016
Agency | Laird + Partners
Creative Director | Trey Laird
Models | Gigi Hadid & Francisco Lachowski
Agency | Wednesday
Photographer | Erik Torstensson
Models | Steffy Argelich and Julia Hafstrom
Photographer | Inez Van Lamsweerde & Vinoodh Matadin
Model | Anja Rubic
Stylist | Alastair McKimm
Hair | Christiaan
Casting Directors | Piergiorgio Del Moro, Samuel Ellis Scheinman