Tom Ford’s Latest Ad Campaign is a Study in Timing


By Kenneth Richard | The Impressionist

A Tom Ford campaign is often froth with anticipation. There is a certain bar that the designer has set for himself that in fact raises our expectations and hopes for the subversive, the sexual, and dare we say, the naughty.

Perhaps no other designer has represented an era with such defined vision than Ford. His imprint has been so powerful that those who have had the unfortunate position of following in his footsteps at other design houses have their work cut out for them, even after the designer torch has been passed down several times over. That imprint transcended the runway to some of fashion’s greatest marketing imagery and has continued in his namesake collection and licensed programs.

The recent Tom Ford campaign features ‘It’ models of the moment, Lucky Blue Smith and Ondria Hardin. Hardin’s  “come hither” eyes and Lucky’s generic luck are a great pairing. However, something happened along the way. They weren’t paired. The campaign, lensed by Mario Sorrenti on a London set, doesn’t use the two models together, thus leaving The Impression to – ‘gasp’ – focus on the clothes. Not the worst of advertising sins, just something we didn’t expect from Ford and creative director Trey Laird of Laird + Partners.

But perhaps that is a sign of the times. With all the gender neutrality going on, the timing is likely not right for a Tom Ford campaign that lights a match to fan the flames of sexual tension. And, once again, we have Mr. Tom Ford, master of anticipation.

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Agency | Laird + Partners
Creative Director | Trey Laird
Photographer | Mario Sorrenti
Models | Lucky Blue Smith, Ondria Hardin
Location | London

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