Achilles Ion Gabriel Fall 2024 Ad Campaign

Review of Achilles Ion Gabriel Fall 2024 Ad Campaign by Creative Director Achilles Ion Gabriel and Photographer Diana Lange with models Sophie Fontanel, Ichon, Marguerite Monat, Alvin Bigana, and Luca Bitchikashvili

Achilles Ion Gabriel solidifies the explosive arrival of his new eponymous label onto the scene with his Fall 2024 campaign, highlighting the brand’s debut collection. The creative director partnered with photographer Diana Lange to execute the dreamy yet direct imagery.

After making waves as the creative director for innovative shoe brand Camper, as well as its experimental offshoot Camperlab, Gabriel launched his eponymous brand with a debut runway show at Pitti Uomo this January. While the shoes and accessories are, as expected, quite distinctive and strong, the ready-to-wear attests to an exciting design voice as well, bringing subtle twists of humor, structural innovation, and unexpected material combinations to cool classics.

Lange’s photographs keep the collection front and center while drawing an uncanny energy from smart set design and unique casting. Baby blue curtains recast a Lynchian motif in one the collection’s defining colors. The eclectic spectrum of characters includes renowned fashion journalist and critic Sophie Fontanel – whose presence is unexpected yet magical, and seems to say that the new brand is already stamped with a seal of approval – and French-Cameroonian singer Ichon. They are joined by models with whited-out eyes, creating an intersection of alien allure and kinky cool.

The first drop from the collection is a preorder for its cleverly provocative Rod belt; it’s a smart move to enter the market with a single signature accessory that is both a very distinctive style statement and lends itself to being incorporated into many different personal aesthetics. This piece is wisely situated front and center of the campaign, but also promises that this debut is just the tip (pun intended) of the iceberg.

With a perspective that is uniquely clever, undeniably cool, and aesthetically accessible, Achilles Ion Gabriel has arrived with an already impressively fleshed-out vision for his brand. We’re excited to see how he builds on this solid foundation.