Giada Holiday 2022 Ad Campaign Review

Review of Giada Holiday 2022 Ad Campaign by Director & Photographer Bibi Cornejo Borthwick with models Giedre Dukauskaite and Sara Blomqvist Young

Giada shares a touch of poetry and warmth for the new year with a new campaign for its Spring/Summer 2023 New Year collection, directed and photographed by Bibi Cornejo Borthwick.

While the title and timeline of the collection might be a bit confusing (is it for spring and summer – though these pieces weren’t shown on the Spring 2023 runway – or will it become available right in time for the new year?), the intentionality behind the collection and campaign are clear: to provide a gorgeous touch of warmth among the cold winter months. As creative director Gabriele Colangelo tends to work in a more subdued and neutral palette, saving intentional uses of bright color for rare moments of revelation, it’s exciting to see him share a collection instead entirely characterized by deep red. The palette suggests winter flowers like camellia and fruits like pomegranate, offering an elegant strength and sweetness.

Borthwick’s campaign imagery maintains a simple yet poetic focus on the collection itself, allowing its rich sophistication and nuance to shine through. His short film in particular does an excellent job in conveying the mastery of Colangelo’s design work, allowing us to see the clothing in motion as the models walk or spin – an especially impressive effect with plissé and silk pieces.

The quietly gorgeous campaign remains as always firmly within Giada’s singular vision of understated elegance while successfully moving into a new territory of emotional warmth.