Pandemic restrictions made creatives and marketers within the fashion industry rely on digital like never before – but what was initially a scramble to create and release content in any way possible has become a vital creative platform in its own right. No longer a necessary evil to get the kids’ attention, exclusively digital campaigns provide unique opportunities to connect with fans that cannot be made any other way.
Fred Perry and Balenciaga both made smart use of digital music streaming platforms to optimize the reach of their respective collaborations with musical artists Gorillaz and Rammstein. The brands shared custom playlists curated by the bands, an excellent way to embody the connection between fashion and music scenes and draw fans deeper into the collaborative world.
Maitrepierre’s darkly whimsical spring campaign made excellent use of the GIF image format, a curiously underutilized format in fashion communications considering its wide visual potential.
In anticipation of new creative director Gabriela Hearst’s debut collection, Chloé scrubbed their past Instagram presence to transform the feed into an artfully curated moodboard. Creating a strong sense of a single brand identity, this radical reset was an artistic and ambitious way to plant the seeds of a creative rebirth.
MCM, Gentle Monster, and Dion Lee all doubled down on digital, releasing online campaigns that were created using cutting-edge digital technology like CGI or 3D modeling and scanning. The combination of human creativity with technological creative approaches and distribution formats points to exciting developments in fashion’s near future.
Meanwhile, Daniel Lee and the team at Bottega Veneta offered perhaps the most unique of the digital programs for spring with the launch of their own digital magazine. The audio-visual magazine combines original photography, film, collages, CGI videos, images of the collection, and design sketches.
Here are The Impression’s Top 10 Digital Fashion Ad Campaigns of Spring 2021 as selected by Chief Impressionist Kenneth Richard.
Balenciaga x Rammstein
Bottega Veneta Creative Director | Daniel Lee
Chloé Creative Director | Gabriela Hearst Creative Director | Peter Miles Photographer | Zoë Ghertner
Dion Lee Creative Director | Dion Lee Creative Director | Alex Robertson-Dunlop Photographer | Bryan Huynh Model | Fernanda Ly Stylist | Cece Liu Hair | Jonathan De Francesco Makeup | Marcelo Gutierrez Casting Director | Bert Martirosyan CGI Artist | Rodolfo Olf
Creative Directrion | Gentle Monster Director/Artist Director/Camera | AES+F Producer | Anton Svyatsky On Set Producers | Ekaterina Barer & Ekaterina Zubrilina VFX | Georgy Arzmasov Editor | Sergey Orlov Music | Dmitri Kourliandski Stylist | Minji Kim On Set Stylist | Ekaterina Melnikova Talent | Sergy Arktika, Valentina Yasen, Zoya Ignatyeva, Ivan Petkov, Stella Ndombi, Gabriel Oganyan, Lertulo & Allet Hair & Makeup | Andrey Drykin Manicurist | Natalia Kotiva
Maitrepierre Creative Director | Alphonse Maitrepierre Creative Direction | Studio L’Étiquette Production | Clara Smith Assistant Photographer | Jeremy Massa Digitech | Clara Girbal Models | Hallya, Nini & Lera Hair | Yumiko Hikage Hair Assistant | Louma Coiffeuse Makeup | Louisa Trapier, with makeup by KIKO Milano Set Design | Felix Gesnouin
MCM Global Creative Officer | Dirk Schönberger CGI Lead Artist | Manuel Carvalho Lead Photographer | Mathilde Agius BTS Photographer | Julien Tell BTS Videographer | Stini Röhrs 3D Talent Scanning and Modeling | Mimic Productions Stylist | Marc Goehring Talent | Aria Lilith, Désiré Mia, Yuuki Tang, Aselia Toktorova, and Deborah Doeson Music | Like This by Hye Jin Park
Valentino Creative Director | Pierpaolo Piccioli Writers | Donna Tartt, Elif Shafak, Janet Mock, Lisa Taddeo, Matthew Lopez, Ocean Vuong and Yrsa Daley-Ward
WHERE FASHION GETS CREATIVE
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