Celebrating 2023’s Winning Marketing Programs
By The Impression Team
2023 was the year that digital and out-of-home marketing began to surpass traditional fashion marketing communications in terms of impact, execution, and reach. While economic uncertainty made even the biggest fashion houses play it safe with their traditional campaigns and not take the creative and collaborative risks we hope to see, the continued rise of Instagram reels, TikTok, and other digital channels meant brands find more relevant ways to get the word out. It was also a big year for out-of-home media, with billboards and guerilla activations during major fashion weeks taking on an extended presence as they were picked up by the social media conversation.
The Impression’s editorial team takes a look back at the most impactful marketing moments of 2023, and how they offer strategic lessons moving forward.
Gucci
Gucci’s ‘Ancora’ campaign for Sabato De Sarno’s debut was a triumph in fashion marketing. By integrating out-of-home and digital strategies, the campaign was the largest fashion program ever to support a debut runway show.
Eye-catching billboards were placed in major cities worldwide including Paris, London, Rome, New York, Chengdu, Bangkok, Shanghai, Naples, Seoul, Tokyo, and Florence. In Milan, Gucci’s marketing efforts were even more prominent, with branded designs covering trams and metro stations. The use of the color oxblood, combined with stark white lettering, created a visual consistency that was both striking and memorable.
In addition to the outdoor advertising, there was a significant digital push. This included filming the billboards and hosting pre-show events in Milan, which featured the works of artists Valerio Eliogabalo Torrisi, Martino Santori, Noura Tafeche, and Cristiano Rizzo. These artists, chosen by De Sarno from the Brera Academy, were part of the Gucci Prospettive n.1 exhibit, showcased at a temporary gallery on Via Fiori Chiari 5 in Milan. The event also saw the release of limited edition ‘Ancora’ books, stemming from De Sarno’s homage to Milan.
The quick adaptation to the venue change, including the filming of location changes, demonstrated Gucci’s agility and commitment to maintaining the campaign’s momentum. It’s a blueprint for how to maximize the impact of major fashion events in today’s rapidly evolving media landscape.
–Kenneth Richard, Chief Impressionist
Jacquemus
In 2023, Jacquemus stood out in the fashion industry for its innovative marketing strategies, particularly its playful exploration of surrealism. The brand, under the creative direction of Simon Porte Jacquemus, harnessed the power of digital media to create captivating and whimsical narratives. A notable example was their campaign featuring oversized handbags gliding through the streets of Paris and “sailing” on Italy’s Lake Como. These surreal, CGI-enhanced visuals not only captured the audience’s imagination but also aligned perfectly with the growing trend for fantastical elements in fashion advertising.
This approach to marketing is indicative of Jacquemus’s ability to blend fantasy with fashion in a way that resonates with the digital-first, Instagram-savvy audience. By embracing a surreal aesthetic, Jacquemus created striking imagery that stood out amid the saturation of typical fashion advertising, attracting attention in an era where unique and engaging content is paramount. The use of surreal and visually arresting elements in their campaigns reflects a broader industry trend towards more imaginative and less conventional forms of advertising, appealing to a public eager for innovation and creativity in fashion marketing.
–Mackenzie Richard, Head of Editorial
Bottega Veneta
Under the visionary guidance of Matthieu Blazy, Bottega Veneta has redefined the essence of luxury marketing with its campaigns this year, each a paragon of meticulous craftsmanship and attention to detail that reflects the esteemed quality of the brand’s collections. The campaigns represent more than just marketing strategies; they embody a synergy between product design and promotional efforts, consistently showcasing Bottega Veneta’s dedication to luxury ethos. In a bold move away from conventional studio settings, the Fall/Winter 2023 campaign, which spotlights Blazy’s third collection for the prestigious Italian house, opted for spontaneous, on-the-go photography. Captured by the adept lenses of photographers Louise & Maria Thornfeldt, Malick Bodian, and Sander Muylaert, these candid shots against Milan’s urban canvas – from bustling streets to city elevators – communicate a profound message: luxury is not only to be admired but experienced in the ebb and flow of everyday life.
Evolving its innovative narrative, Bottega Veneta’s Pre-Spring 2024 “Readymade” campaign further embraces the raw, unscripted allure of paparazzi photography. This creative pivot brings cultural icons A$AP Rocky and Kendall Jenner into focus, portraying them in the authenticity of their daily routines, attired in the latest from Bottega. This approach, echoing Marcel Duchamp’s revolutionary artistry, transforms ordinary paparazzi captures into stories of luxurious elegance. Rocky and Jenner, set against the backdrop of their personal environments – from the vibrant streets of Los Angeles to their everyday activities – become embodiments of Bottega Veneta’s commitment to authentic, organic storytelling. This campaign diverges from the typical celebrity endorsements, instead highlighting a more genuine connection with the brand, aligning seamlessly with Blazy’s vision of integrating luxury into the rhythm of daily life. It’s a strategy that not only reinforces the brand’s ethos of creating beautiful, honest pieces for unique individuals but also cements Bottega Veneta’s status as a leader in the contemporary luxury fashion narrative.
–Lizzy Bowring, Fashion Editor
Burberry
Daniel Lee’s new brand vision for Burberry has excellently brought together contemporary talent with nostalgic aesthetics, and used both social media and out-of-home activations to bring this vision to the world with great effect. The brand’s Instagram reels page, for example, is a lesson in creating campaign assets that can be further leveraged across the social media formats that are the defining marketing channels of today.
Meanwhile, during London Fashion Week, Burberry took over the Bond Street tube station, one of the city’s most iconic shopping destinations, to create an IRL spectacle with huge visibility that then resonated exponentially across social media. The House also leveraged other iconic London landmarks such as Normans Cafe for a well timed pop-up.
–Mark Wittmer, Senior Fashion Writer
Phoebe Philo
The impact of the return of Phoebe Philo cannot be underestimated, as one of the few female designers to have a pivotal role heading up the luxury brand Céline in the 2000s to 2010s. Due to her singular vision as a woman designing for real women, rather than for the male gaze, she cultivated a devoted following who came to be known as the ‘Philo-philes’. Suffice to say, her unexpected departure came as a shock to many and a blow to her fans, who looked to others to fill the void but always kept an ear out for whispers of her return to the fold. In her absence the Philo-fandom only grew in popularity with social media accounts, such as @oldceline on Instagram paying homage. And Philo-era archive pieces managing to retain their value in the highly sought-after resale marketplace. But the designers’ re-launch (which created days of discourse, especially around the high RRP of some of the key pieces) broke the illusion of accessibility which the mass-indoctrination of an entire generation into the upper echelons of the market had created. Whether via resale, easy credit (buy-now, pay-later services are now available on sites such as Net-a-Porter), collaborations, or high-quality fakes, brands such as Bottega Veneta, Gucci, and Prada are as ubiquitous as Calvin Klein was in the 1990s.
For Philo 2.0, Phoebe went niche, from the price points (a hand-painted fur coat is available to purchase for £18,000) to the minimal branding and marketing, it spoke to a retro moneyed aesthetic (blow-outs and blousons all featured) with the stripped back imagery that let the clothes do the talking. And in a world that lives or dies on the altar of digital virality, there was no attempt to pander to that crowd. The digital marketing program amplified the move that some brands are making towards ‘Next to No Marketing is the New Marketing’ strategy. As a campaign, it is sure to resonate with the 1% (who this brand is squarely aimed at, and who have been having quite the year since Succession ended), because when your net-worth matches the GDP of a small country, you come to expect that your wish list will contain items in the 6 figures that don’t need to shout to be heard and the campaign very much exuded the lifestyle to which her customers are accustomed, with the spotlight on a collection which would fit into it seamlessly. Ensuring that next season’s wardrobe won’t be seen on the arm of every fashion fan from London to Tokyo.
–Angela Baidoo, Fashion Features Editor