The Best Fashion Ad Campaigns of the Spring 2023 Season
Looking at the ad campaigns of the Spring 2023 season presents, in a way, a tale of two fashion industries. On the one hand, we have the fast-paced, densely saturated digital releases from the likes of Diesel and Burberry that reflect social media’s disruption of the fashion calendar. On the other hand, we’re seeing brands like Prada and Jil Sander continue to invest in producing at a slower pace the kind of artisanal campaign that looks stunning on a magazine page or billboard – an approach that perhaps could be said to reflect the concurrent Fall 2023 runway season’s return to a more quiet, considered, lasting luxury.
Neither approach is “better” than the other; as always, it’s about recognizing what your brand has to say and the best way to say it to those you want to have listen. The best campaigns of the season rose to the challenge and were as themselves as possible.
Bottega Veneta continued its practice led by Matthieu Blazy of collaborating with a range of photographers who brought distinct and intimate perspectives to capturing the designer’s considered craft in locations around the world – but still not on social media.
Released over several smaller chapters, Burberry‘s first campaign under the creative direction of Daniel Lee and created in collaboration with photographer Tyrone Lebon set a strong new visual course for the brand that leaned into London’s new creative generation. With a someone opposite mindset to Bottega’s, it also reflected the ways in which social media marketing has disrupted the traditional fashion communications calendar, opting for an approach of bite-sized yet frequent releases instead of a few major ones.
Making our main best campaigns list for the first time, Wales Bonner delivered a beautifully colored and composed campaign that was the perfect avenue for photographer Malick Bodian‘s mastery of street photography as a distinct art form.
Here are The Impression’s picks for the best ad campaigns of Spring 2023 as chosen by our editorial team.
Bottega Veneta Creative Director | Matthieu Blazy Director | Massimiliano Bomba Photographers | Derek Henderson, Paul Graham, Malick Bodian, Sander Muylaert, Louise and Maria Thornfeld, and Gün Solène Şahmaran Videographer | Gretar Gunnlaugsson Models | Kate Moss, Chu Wong, Dara Gueye, Mary Ukech, Paola Manes, Sanggun Lee, Yoongmi Sun, Tess Breeden Stylist | Alastair McKimm Hair | Duffy Makeup | Hiromi Ueda Casting Director | Anita Bitton Music | Sega Bodega Location | Milan, Puglia, Australia
Burberry Creative Director | Daniel Lee Photographer | Tyrone Lebon Film | Tyrone Lebon Talent | John Glacier, Jun Ji-hyun, Lennon Gallagher, Liberty Ross, Raheem Sterling, Shygirl, Skepta, and Vanessa Redgrave Original Score | John Glacier Location | London, England
Diesel Creative Director | Glenn Martens Art Director | Christopher Simmonds Photographer | Johnny Dufort Talent | Jon Aro, Ivana Vladislava Stylist | Ursina Gysi Hair | Alex Brownsell Casting Director | Isabel Bush Makeup | Daniel Sallstrom Production | MAI Productions – Neela Quagliola
Jil Sander Creative Directors | Lucie and Luke Meier Photographer | Chris Rhodes Videographer | Gillian Garcia Art Director | Heiko Keinath Models | Adwoa Aboah and Jonas Glöer Stylist | Malina Joseph Gilchrist
Prada Creative Directors | Miuccia Prada & Raf Simons Creative Director | Ferdinando Verderi Photographer | David Sims Models | Vincent Cassel, Jaehyun Jeong, Louis Partridge, Hunter Schafer, Letitia Wright, Guinevere van Seenus, and Rachel Williams
Tom Ford Creative Director | Tom Ford Creative Director | K Studio Photographer | Steven Klein Models | He Cong, Felice Noordhoff, Annemary Aderibigbe, and Akbar Shamji Stylist | Carine Roitfeld Hair | Jawara Makeup | Yadim
Valentino Creative Director | Pierpaolo Piccioli Art Director | Riccardo Zanola Photographer | Steven Meisel Stylist | Joe Mckenna Hair | Guido Palau Makeup | Pat McGrath Set Designer | Mary Howard Location | Highline Stages Studio in New York
Wales Bonner Creative Director | Grace Wales Bonner Photographer | Malick Bodian Models | Akito Mizutani, Bangali Drammeh, Jonas Glöer, Liya Kebede Stylist | Tom Guinness Casting Director | Anita Bitton, Finlay Macaulay