Review of Jil Sander Cannolo Bag Fall 2024 Ad Campaign by Creative Directors Lucie and Luke Meier, Art Director Peter Miles, and Photographer Roe Ethridge with model Vilma Sjöberg
Jil Sander serves up vibrant color and practical elegance with a new Fall 2024 campaign for its signature Cannolo bag. The campaign features art direction by Peter Miles and photography by Roe Etheridge.
Cleverly reconsidering the tradition of still-life art, Etheridge’s imagery draws on smart and subtly playful set design and styling to suggest a kind of deconstructed dinner party. A majolica lettuce leaf serving tray or a mismatched set of crystal drinkware, for example, recall the kind of table setting that might be seen at an elevated potluck in 60s suburbia. The bag is, after all, named after a delectable pastry.
Etheridge’s portraits of model Vilma Sjöberg have a similar spirit of playful nostalgia. Styled in vintage-inspired dresses, she exudes a poised charm, both elegant and ready for anything with her Cannolo close at hand.
The release of the campaign is well timed, as slim, horizontally oriented bags are having a moment. More than just a play to trends though, the campaign – like all of those from Jil Sander – is beautifully executed and meant to last. As impeccably crafted as its star bag and as delicious as the dessert for which the bag is named, the campaign brings a new sense of humor and vibrancy to Jil Sander while staying true to the brand’s vision of exacting sophistication.
Jil Sander Creative Directors | Lucie and Luke Meier
Art Director | Peter Miles
Photographer | Roe Ethridge
Model | Vilma Sjöberg
Stylist | Poppy Kain
Hair | Soichi Inagaki
Makeup | Mel Arter
Casting Director | Julia Lange Casting