Digital continues to dominate fashion marketing communication, and it’s hard to imagine that it will slow down any time soon. While it does offer a great way to put the same kind of imagery that might have gone in print into a much wider circulation, our favorite digital campaigns are those that make unique use of the platform – those campaigns that can only exist on digital and social media channels.
Taking its cue from the pandemic’s slew of DIY, stay-at-home campaigns, Marni’s #MarniOnMe campaign tasked friends of the brand with modeling and capturing pieces at home themselves, and invited fans to participate by using the hashtag, with Marni’s favorites being shared on its own Instagram.
Burberry worked with visionary digital artist Frederik Heyman, who created a delightfully strange virtual installation piece – starring the legendary – Naomi Campbell that blended organic and machine-like elements.
Bottega Veneta’s quarterly digital zine – the house’s alternative to social media after totally scrubbing its presence – continues to be an exciting focal point of creativity, and could become an important alternative approach that others follow into the future.
Here are The Impression’s picks for the Top 10 Digital Campaigns of Fall 2021 as selected by our Chief Impressionist, Kenneth Richard.
Bottega Veneta Quarterly
Full List of Bottega Veneta’s ‘Issue 02’ Contributors Arca | Musician Carlijn Jacobs | Photographer Daniel Gordon | Artist David LaChapelle | Photographer Dean Giffin | Animation Artist Edward Meadham | Artist Gérard Schlosser | Artist Hagihara Takuya | Graphic Designer Jeong Greem | Artist Kwangho Lee | Artist Mark Vomit | Graphic Artist Marili Andre| Videographer Naomi Campbel | Model Ning Zetao | Swimmer Lin Zhipeng | Photographer Patricia Doria | Artist Pfeifer & Kreutzer | Artists David Brandon Geeting | Photographer Leonn Ward | Director Seth Bogart | Artist Travis Scott | Musician Tyrone Lebon | Photographer Walter Pfeiffer | Artist Zac Bayly | Photographer
Burberry TB Summer Monogram
Burberry Creative Officer | Riccardo Tisci Visual Artist | Frederik Heyman Photographer | Danko Steiner Model | Naomi Campbell Stylist | Catherine Baba Hair | Jawara Makeup | Adam Fleischhauer
Burberry TB Monogram
Dsquared2 ‘Meantime’ Fall 2021
Dsquared2 Creative Directors | Dean and Dan Caten Creative Director | Giovanni Bianco Photographer | Alasdair McLellan Models | Lila Moss, Stella Jones, Iris Law, Georgia Palmer, AJ, Finley Williams, Keone Pillay, Oliver Rice, Oisin Murphy, Sam Majka Stylist | Vanessa Reid Hair | Anthony Turner Makeup | Lynsey Alexander Casting Director | Piergiorgio Del Moro Set Designer | Patience Harding
Marine Serre Creative Director | Marine Serre Photographer | Louis Baquiast Models | Sofya Chalaguina and her mother, Elena Chalaguina; Kristina De Coninck, Tatsuya Kitayama and their daughter Nina Kitayama; Kim Peers with her boyfriend Mathieu Vandekerckhove and their children Anton Vandekerckhove, Linus Strecker and Wolf Vandekerckhove; Chloe Winkel, Mouhameth Ndiaye, Mewil, and her brother Axel Winkel; Tanguy Poujol with his father Alain Poujol and Sofya Chalaguina; Amalia Vairelli and her son Melchior Massin Stylist | Benoit Bethume Grooming | Jenneke Croubels Casting | William Lhoest
Marni ‘At Home’ Fall 2021
Marni Creative Director | Francesco Risso Photographer | Boris Camaca Models | Samira Warsame, Thélia, Xavier, Dourane, and Yasmin Eadala Stylist | Juan Corrales Photographer Assistant | Oriane Robaldo Stylist Assistant | Gabi
Marni ‘On Me’ Fall 2021
Photography Selected by Marni Creative Director Francesco Risso
Stella McCartney ‘Our Time Has Come’
Stella McCartney Creative Director | Stella McCartney Photographers/Directors | Mert Alas and Marcus Piggott Narrator | David Walliams Location | London
Salvatore Ferragamo ‘House of Gifts’ Virtual Store
TTSWTRS Creative Director | Anna Osmekhina Idea | TRI. Direction. Visual Language | Massa+ Lekh Eugen Pylik Virtual Clothes | TTSWTRS Music | Wavewalkrs
WHERE FASHION GETS CREATIVE
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