Top 10 Women’s Fashion Ad Campaigns of Spring 2020

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The recent lockdown has given many a creative a luxury they have been longing for – time. Time to access what to keep, what to throw away, and the biggest gift of all, time to concept.

As The Impression shifted through the Spring 2020 women’s fashion ad campaigns we noticed that the fashion creative industry has traded in the integrity of highly produced visuals for speed. The irony is that the customer sees more and is now trained to recognize integrity, yet fashion is offering them less a reason to remember them by.

Concept and production value do matter. One could easily argue in the age of open platforms, where amateur work and professional work sit side-by-side, the single competitive separation between the two is the ability for fashion creatives to produce work that is highly produced.

Another trend of concern is design houses designing solely for their own distribution channels resulting in images being released without the benefit of a logo. Hopefully in this downtime brands will recognize that logos are ‘what to keep’. Many of our women’s top 10, including Celine, Dior, MSGM, Moschino, and Ports 1961 treated their logos as the heroes they are. Prada and Creative Director Ferdinando Verderi took the logo a step further, expanding upon the brand’s letters as a means to further entrench the brand’s cerebral values with their audience. The logo was, in fact, the concept.

As we buy our time until we create campaigns again, we should remember that no matter what the medium, that impactful and rich visuals matter now more than ever before. And that is time well spent.

We look forward to the future that fashion creatives present and are optimistic about how they will lead and inspire dreams. Here are The Impression’s Top 10 Women’s Fashion Ad Campaigns as selected by Chief Impressionist Kenneth Richard and The Impression team.

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