The Best Fashion Denim Ad Campaigns of the Spring 2021 Season as chosen by Kenneth Richard
Though well into its second century of existence, denim hasn’t really changed much. The fashion industry is largely characterized by continual change in response to technological progress and cultural developments, yet America’s most iconic contribution to fashion remains largely the same – and we think that’s a good thing. Why mess with a perfect material?
When it comes to marketing campaigns, however, this ideal stasis can present an interesting challenge. Fashion houses and creative directors have an exciting opportunity to get creative and find relevant ways to communicate what everyone already knows. The top denim campaigns of Spring 2021 relied on strong personalities and emotional connection to convey the endless opportunity for personal style and meaning contained in the immortal jean.
Celine recruited Gen-Z queen of cool Kaia Gerber to embody the aloof chic of their denim offerings, while Dsquared2 tapped the iconic personality of football (soccer) superstar Zlatan Ibrahimović.
Diesel shared two very different campaigns, yet both managed to surprise us through instant and unexpected emotional connection. “When Together” shook up our quarantine-emotions cocktail of horny, lonely, and hopeful by bombarding us with footage of real, denim-clad couples cuddling and making out. Then “Fake Smiles,” the first campaign from new creative director Glenn Martins, unsettled us with its dystopic vision of suburban American mediocrity.
Calvin Klein deepened their traditional formula of hot celebrities in jeans and underwear through thoughtful celebrations of personality and idiosyncrasy.
Here are the Top Denim Ad Campaigns of Spring 2021 as selected by Chief Impressionist Kenneth Richard.
Calvin Klein EVP Global Creative | Cedric Murac Photographer | Mario Sorrenti Director | Terence Nance Talent | Anthony Ramos, Janaya Future Khan, Jacob Elordi, Koffee, Megan Thee Stallion, Queer Skate LA, Rina Sawayama, Sage Elsesser, and Vinson Fraley Stylist | Alastair McKimm Casting Director | Samuel Ellis Scheinman for dmcasting
Celine Creative Director | Hedi Slimane Photographer | Hedi Slimane Model | Kaia Gerber Location | Monaco
Les Grands Classiques
Celine Creative Director | Hedi Slimane Photographer | Hedi Slimane Model | Quinn Mora and Tumi
Diesel Creative Director | Glenn Martens Photographer/Director | Cheryl Dunn Production Company | Alldayeveryday Post-Production | Exile
Diesel Creative Director | Glenn Martens Photographer/Director | Johnny Dufort @ Do Be Do Represents Creative Direction | Christopher Simmonds Casting | Midland Stylist | Ursina Gysi @ M+A Worldgroup Hair Artist | Cyndia Harvey @ Art Partner Makeup Artist | Lauren Parsons @ Art Partner Director of Photography | Eoin McLoughlin @ Vision Artists Set Designer | Poppy Bartlett @ Magnet Manicurist | Pebbles Aikens @ The Wall Group Production | Holmes Production Talent | Mya @ Scouted by Mollie, Raj @ PRM, Jose Luis @ Menace Model Management, Katey @ Body London, Mensah @ Premier Model Management & Jaden @ Models 1 Kelly Ann @ Ugly, Stan @ Ugly, Oliver @ Scouted by Mollie, Michael @ Scouted by Mollie, Debbie @ Scouted by Mollie & Trill @ Scouted by Mollie Editing | Tom Chick Colour Grade & Effects | Coffee + TV Retouching | IMGN Studio
‘Icon Ibrahimović X Dsquared2’
Dsquared2 Creative Directors | Dean & Dan Caten Director/Photographer | Giampaolo Sgura – @Chris Boals Artists Videographers | Andrea Dutto & Domenico Nicoletti Talent | Zlatan Ibrahimović Stylist | Dean & Dan Caten Grooming | Gabriele Trezzi – @Close Up Milano
Heron Preston for Calvin Klein
Heron Preston Creative Director | Heron Preston Calvin Klein Creative Director | Cedric Murac Director | Rubberband Photographer | Renell Medrano Talents | Ashley Graham, Jordan Alexander, Kaia Gerber, Heron Preston, Lil Uzi Vert, Nas, Pedro Cavaliere, Stevie Williams, Sabrina Fuentes, & Joe Holder Stylist | Alastair McKimm
Rue de Verneuil
Saint Laurent Creative Director | Anthony Vaccarello Photographer | Juergen Teller Model | Kate Moss
WHERE FASHION GETS CREATIVE
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