The Best Digital Fashion Ad Campaigns of the Fall 2020 season as chosen by Kenneth Richard
The best digital campaigns are usually those that make the smartest use of digital platforms, creating experiences that cannot exist in print or traditional film. Fall 2020 proved that we have barely scratched the surface of possibilities for using digital channels in fashion campaigns, as well as reminding us that no technology can replace smart art direction and creativity. Our top digital campaigns of Fall 2020 combined technological transformations with artistry and an awareness of how to market for a culture that exists online.
Gentle Monster always pushes the boundaries of both digital and physical communications, and this season they made brilliant use of face filters to bring their collaborative mask project into (augmented) reality for all to enjoy. Alexander Wang similarly created a digitally dressed-up campaign that was divided up into phone-screen-size, Instagram-story-length segments.
Burberry created a tapped iconic image maker Nick Knight for a campaign which made artful use of 3D modeling technology. Its environments reminiscent of pools and skate parks subtly captured the feeling of eerie emptiness brought on by a summer in lockdown. Saint Laurent stretched out a long form narrative of an extended summer at the beach tapping into a sexiness and freedom. Daily Paper created digital comic books which explored important themes of diaspora culture and heritage, all through an incredibly cool lens of afrofuturism.
Though it was a relatively straightforward photography campaign, Acne Studios also created one of our favorites. Their intriguing images of the brand’s staff members and their dogs were simultaneously haunting and heartwarming, and felt totally unique.
Here are The Impression’s Top 10 Digital Fashion Ad Campaigns of Fall 2020 as selected by Chief Impressionist Kenneth Richard.
Acne Studios Creative Director | Jonny Johansson Photographer/Director | Anders Edström Talent | Pontus Björkman, Edouard Schneider, Ioana Ciocan, Jasper, Pumba Location | Acne Studios Headquarters, Stockholm
Alexander Wang Creative Director | Alexander Wang Art Director/CGI | Sucuk & Bratwurst Agency CGI | Iosif Sound | SCX Sound Design Film Footage | Alexander Wang team
Burberry Chief Creative Officer | Riccardo Tisci Art Director | Peter Saville Photographer | Nick Knight Model | Kendall Jenner Stylist | Katy England
CH4RM Creative Director | Nikita Chekrygin Photographer | Emmie America Director | Roma Kozhevnikov Models | Sia Vlasova, Doch Olega, Dasha Pribishyuk, Mashul Kajpg, Mironova Maria, Ksusha Travkina, Mercy, Liza Mikh, Remmy, Stephan Privezentsev, Oksana Babenko & Анатолий Есаулов Hair | Evgeny Zubov Makeup | Cate Gorelova Production | Diana Feldman Casting Director | CDBZ Casting Location | Luzhny, Tula
Creative Director | Cedric Murac Photographers | Adraint Khadafhi Bereal, Texas Isaiah, Miranda Barnes, Elliot Ross, Shan Wallace, Brian Adams, & Rose Marie Cromwell Talent | Alex Arauz, Sabrina Fuentes, Ben, Destiny Batista, T!ng, Nance Boncore, Quannah Chasinghorse, Chris Acio, Toni Nicole, Aiden Aguirre, Adrianna Luna, Jace, Juan Paul Flores Vazquez, Jawn, Brandon Nicholas, Aleesha Reischel, Lex, Brianna, Lauren Hill & Chris Acio Casting Director | Shay Nielsen
CREATIVE TEAM Creative Lead | C.H. Art Director | Bruna Volpi International Press | Robyn Catinella
CAMPAIGN CREDITS Creative Direction | Bruna Volpi Photography | Georges Antoni Film | Ribal Hosn Styling | Sarah Starkey Hair | Daren Borthwick Make-Up | Linda Jefferyes Talent | Alexandra Agoston, Charlee Fraser, Gemma Ward, Aweng Chuol, Frances Kamara, Reuben Ramacher Production | Jo Sinclair / The Artist Group
Daily Paper Co-Founders | Hussein Suleiman, Jefferson Osei, and Abderrahmane Trabsini
Artists | Ikeuchi Hiroto, Damien Blottiere, James Merry, Esmay Wagemans, Shalva Nikvashvili, Liz Sexton, Lyle Xox, Daisy May Collingridge & the Gentle Monster In-House Team
Marine Serre Creative Director | Marine Serre Artistic Director | Marine Serre Director | Filature Agency | Filature Agency Models | Amalia Vairelli, Hyeseon Jeong, Juliet Merie, Melchior Massin, Emma van Peteghem Casting | William Lhoest Hair | Quentin Lafforgue Makeup | Lisa Michalik Nails | Anais Cordevant Music | Collapsing Market Styling Assistant | Laura Charon
Agency | MAYBE Creative Directors | Charles Levai and Kevin Tekinel Photographer | Arnaud Lajeunie Models | Hanabi Campbell, Ildjima, Luna Aharst, Rose, and Samuel Brioul Depauw Stylist | Georgia Pendlebury
Saint Laurent Creative Director | Anthony Vaccarello Photographer | Henrik Purienne Model | Mathilde Sofie Hess Henning Stylist | Veronique Didry Hair | Pawel Solis Makeup | Mayumi Oda Casting Director | DM Casting – Piergiorgio Del Moro & Samuel Ellis Scheinman
WHERE FASHION GETS CREATIVE
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