While men’s fashion ad campaigns still don’t get quite the same conceptual and financial love as their women’s counterparts, they still provide an important space for emphasizing brand identity and values, and for creative experimentation. This season saw campaigns push themes of intimacy, as well as urgent socio-political messages of inclusivity and resistance.
The spring campaign from AMI Alexandre Mattiussi made a brilliant use of set. From its relatively simple technical idea of using a pool arises a nuanced and introspective emotional realm. Matching it with mutedly beautiful colors and composition, the creative team realized a campaign that offers a welcoming and much-needed moment of reflection in our era of stormy seas.
Starring his boyfriend Ignacio Muñoz, Ludovic de Saint Sernin’s spring campaign was both a love letter and a manifesto of the designer’s work. The intimacy of this personal connection is visible throughout the imagery, and the campaign feels like a beautiful celebration of community and exploration of identity.
Responding to another year of racial injustice marked by tragedy, anger, and protest, several Black creatives used the opportunity provided by a campaign to explore these themes or send uplifting messages of Black excellence. Hood By Air’s “Veteran” capsule campaign was an ominous consideration of the symbolic effects of policing and the surveillance state. Meanwhile, Virgil Abloh of Louis Vuitton and Kim Jones along with Ronnie Cooke Newhouse for Dior created beautiful statements of their commitment to uplifting and inspiring Black creative voices.
Here are The Impression’s Top 10 Men’s Fashion Ad Campaigns of Spring 2021 as selected by Chief Impressionist Kenneth Richard.
AMI Alexandre Mattiussi
AMI Creative Director | Alexandre Mattiussi Agency | Julien Gallico Studio Creative Director | Julien Gallico Photographer | Michael Bailey-Gates Stylist | Pau Avia Hair | Christian Eberhard Makeup |Adrien Pinault Production | Amelie Rouyer Set Design | César Sebastien
Berluti Creative Director | Kris Van Assche Agency | M/M (Paris) Creative Directors | Mathias Augustyniak & Michael Amzalag Photographer | Julien Martinez Leclerc Models | Kiki Willems, Leon Dame, Mahamadou Diaoune, & Wang Chenming Stylist | Mauricio Nardi Hair | Anthony Turner Makeup | Lynsey Alexander Set Designer | Giovanna Martial Casting Director | Piergiorgio Del Moro
Bottega Veneta Creative Director | Daniel Lee Photographer | Tyrone Lebon Talents | Sheila Atim, Rosemarie Trockel, Nora Svenson, Nikita Stsjolokov, Ottawa Kwami, Emil Schueler & Andrea Risso Hair | Gary Gill Makeup | Diane Kendal Set Designer | David White Casting Director | Anita Bitton
X Walter Pfeiffer
Bottega Veneta Creative Director | Daniel Lee Creative Director | Carina Frey and Stefanie Barth Photographer | Walter Pfeiffer Models | Trent Alexander-Arnold, Janik Baumann, Timo Baumann, Roberto Bolle, Fernando Cabral, and Pan Daijing Stylist | Daniel Lee Hair | Alexander Makeup | Stefanie Kunz Makeup Casting Director | Ben Grimes Assistant | Tiago Martins
Dior Men’s Artistic Director | Kim Jones Creative Director | Ronnie Cooke Newhouse Photographer | Rafael Pavarotti Models | Babacar N’doye, Jeremiah Berko, and Samer Rahma Stylist | Melanie Ward Hair | Jawara Makeup | Ammy Drammeh Casting Director | Shelley Durkan
Hood by Air
Hood By Air Creative Director | Shayne Oliver Photographer | Lengua
Louis Vuitton Men’s Creative Director | Virgil Abloh Photographer | Tim Walker Talent | Ottawa Kwami Stylist | Ib Kamara Hair | Ali Pirzadeh Makeup | Lucy Bridge Casting Director | Piergiorgio Del Moro
Ludovic de Saint Sernin
Ludovic de Saint Sernin Creative Director | Ludovic de Saint Sernin Photographer | Willy Vanderperre Art Director | Simon B. Mørch Talent | Ignacio Muñoz Hair | Louis Ghewy Makeup | Karin Westerlund Manicurist | Cam Tran Production | Entrée Libre Location | Studio Daylight
Photographer/ Director | Josh Hight DOP | Jack Snell 2nd Cam | Zalman Yeshua Editor | Toby Heard Lighting Assistants | Freddie Hare and Philip Banks Models | Finn Buchanan, Noah Coates-Gill, & Junior Pereira Stylist | Julian Ganio Hair | Kota Suizu Production | LG Studio Ltd. Casting Director | Piergiorgio Del Moro Music | Tadd Mullinix, Bopside
Agency | Baron & Baron Film Director | Fabien Baron Director of Photography | Philippe Lesourd Creative Director | Christophe Derigon Executive Producer | Mina Viehl Production | Seeker Productions, 138 Productions Photographer | Craig McDean Models | Parker Van Noord & Abby Champion Stylist | Karl Templer Hair | Guido Palau Makeup | Diane Kendal Set Designer | Stefan Beckman Casting | Ashley Brokaw
WHERE FASHION GETS CREATIVE
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