Best Fashion Denim Ad Campaigns of Spring 2021

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

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


When Together

Diesel Creative Director | Glenn Martens
Photographer/Director | Cheryl Dunn
Production Company | Alldayeveryday
Post-Production | Exile


Fake Smiles

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

Saint Laurent 

Rue de Verneuil

Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Juergen Teller
Model | Kate Moss