The Best Women’s Fashion Ad Campaigns of the Fall 2020 Season as chosen by Kenneth Richard
In a year as complex and multifaceted as 2020, the possibility of unity feels all the more important. In considering all of the Fall 2020 Women’s campaigns we have seen, we find that the strongest managed to find a singular sense of harmony and beauty, even while responding to the deep tensions present in the world.
Such unity requires leadership and vision. More than anything else, this season’s best women’s campaigns have again reminded us of the importance of strong art direction, and just how impactful any campaign can be in the hands of a smart creative or artistic director. Interestingly, the most successful examples from this season tend to fall into two opposite camps: the concept-heavy, and the purely aesthetic.
A campaign which relies on concept and narrative needs tactful art direction in order to communicate its ideas subtly yet effectively. Fabien Baron is a master of this approach, landing two of the campaigns he directed on this list. For both Dior and Zara, he created complex worlds and narratives with compelling characters, communicating it all through gorgeous and thoughtful visuals. Ferdinando Verderi also impressed us with his work for Prada. He managed to communicate the campaign’s complex auction concept with a slickly laid out gallery of images that artistically elevated both objects and people.
Conversely, many of our favorite campaigns eschewed concepts all together, relying solely on strong visual direction to make their impact. Burberry, Chanel, and Celine all displayed confidence in the strength of their designs and imagery to reinforce the identity of the brand. Anthony Vaccarello relied on photographer Juergen Teller’s mastery of naturalness and color to create a series of images that are simply and richly beautiful. Gucci and Miu Miu relied on brilliant art directors to unify the variety of images produced DIY style during lockdown into a singular campaign.
Reflecting further on the distinction between the conceptual and the visual, however, we find that one cannot exist without the other. Especially in a year as unpredictable as 2020, every image tells a story – and every story has a look. We are thankful to the many creatives who make them look so good. Here are The Impression’s Top 10 Women’s Fashion Ad Campaigns of Fall 2020 as selected by Chief Impressionist Kenneth Richard.
Burberry Chief Creative Officer | Riccardo Tisci Director | Eli Linnetz Russell Photographer | Danko Steiner Models | Mariacarla Boscono, Sora Choi, Maty Fall Diba, Ben Gibson, Tara Halliwell, Izaak Theo & Mona Tougaard Stylist | Ana Steiner Hair | Gary Gill Makeup | Isamaya Ffrench Soundtrack | ‘Four Movements for Two Pianos’ composed by Phillip Glass and played by pianists Katia and Marielle Labèque
Celine Creative Director | Hedi Slimane Photographer | Hedi Slimane Model | Essoye Mombot Location | Saint Tropez In June 2020
Chanel Creative Director | Virginie Viard Photographers | Inez van Lamsweerde & Vinoodh Matadin Video | Guillaume Delaperriere Models | Adut Akech, Vittoria Ceretti, Abby Champion, He Cong, Kaia Gerber, Jill Kortleve, Lineisy Montero Feliz, Evelyn Nagy, Nike Praesto Nordström, Vivienne Rohner, Rianne Van Rompaey & Fran Summers
Dior Creative Director | Maria Grazia Chiuri Agency | Baron & Baron Director | Fabien Baron Choreographer | Sharon Eyal Composer | Paolo Buonvino Performed By | Orchestra Roma Sinfonietta Special Guest | Darren Devaney Dancers | Serena Pellegrino, Lucia Scarabino, Laura Boccadamo, Mihaela Coluccia, Fabrizio Nigro, Stefano Campagana, Marco Martano, Francesco Porceluzzi, and Luigi Campa Models | Selena Forrest, Sora Choi, Maty Fall Diba, and Chai Maximus Stylist | Elin Svhan Hair | Guido Make-Up Peter Philips Set-Design | Jean-Hugues De Chatillon Editor | Graham Patterson At Modern Post Colorist | Tim Masick At Company 3
Photographer and Videographer | Nick Knight Talent | Anok Yai, Maggie Chen, and Yasmine Le Bon Stylist | Chaos Fashion Hair | Sam McKnight Make-Up | Val Garland Location | London
Jil Sander Creative Director | Lucie and Luke Meier Creative Director | Heiko Keinath Photographers | Anders Edström, Olivier Kervern, Chris Rhodes, Lina Scheynius, & Mario Sorrenti Video | Stephen Kidd Models | Nanako Oka, Mai Esström, & Mary Fray
Miu Miu Creative Director | Miuccia Prada Creative Director/Stylist | Katie Grand Video by | Call This Number Photographers | Nikolai von Bismarck, Steve Mackey, Liz Collins & Gigi Hadid Models | Lila Moss, Kasper Kapica Hand-Painting | Patrick Waugh Illustrations | Anthony Turner, Luella Bartley, Silvia Prada, & Chantal Stracey Location | Paris, London, Oxfordshire
Prada Creative Director | Miuccia Prada Creative Director & Film Director | Ferdinando Verderi Backstage Photographers | Daniel Arnold, Gigi Hadid, Phil Meech, & Kevin Tachman Models | Mensah Benjamin, Berend Blom, Sara Blomqvist, Lexi Boling, Maximilian Bungarten, Thibaud Charon, Meghan Collison, Shin Dongyeon, Bangali Drammeh, Daan Duez, Freja Beha Erichsen, Maty Fall, Roman Fironov, Kaia Gerber, Jonas Glöer, Gigi Hadid, Theresa Hayes, Kat Hessen, Nera Jezidzic, Marvin Kivisalu, Jacob Lepp, Shuping Li, Fia Ljungstrom, Benoni Loos, Viktoria Lulko, Elhadji Mar, Sculy Mejia, Licett Morillo, Hannah Motler, Paavo Pakkanen, Laura Reyes, Max Townsend, August Traumanis, Rianne Van Rompaey, Anok Yai, & Shaoqi Zeng Stylist | Olivier Rizzo
Saint Laurent Creative Director | Anthony Vaccarello Photographer | Juergen Teller Models | Freja Beha Erichsen & Laetitia Casta Casting Director | Samuel Ellis Scheinman
Creative Director | Bruna Volpi Photographer | Jake Terrey Stylist | Meg Gray Hair | Daren Borthwick Makeup | Linda Jefferyes
Valentino Creative Director | Pierpaolo Piccioli Talents | Adut Akech, Anwar Hadid, Christy Turlington, Ellery Walker Harper, Ghali, Gwyneth Paltrow, James Turlington, Janet Mock, Laetitia Casta, Laura Dern, Leon Dame, Liu Wen, Mariacarla Boscono, Mustafa the Poet, Naomi Campbell, Rafferty Law, Rossy de Palma, Rula Jebreal, Tali Lennox, Tang Yan and Vittoria Ceretti
Agency |Baron & Baron Creative Director/Film Director | Fabien Baron Photographer | Steven Meisel Cinematography | Philippe Le Sourd Model | Rianne Van Rompaey, Mona Tougaard, Sacha Quenby, & Mika Schneider Stylist | Karl Templer Hair | Guido Palau Makeup | Diane Kendal Production | North Six Casting Director | Ashley Brokaw
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