Review of Jil Sander Holiday 2024 Ad Campaign by Photographer Joaquin Laguinge
Jil Sander quietly spotlights the power of design with its simple yet delicately crafted Holiday 2024 campaign, shot by photographer Joaquin Laguinge.
Continuing one of the trends that have emerged for holiday ads this year, the campaign takes shape as a series of still-life images of accessories that would make great gifts or put the perfect finishing touches on a festive party outfit. Creative director duo Lucie and Luke Meier have such a strong design perspective that the simple shots of bags, shoes, and jewelry and accessories still give us plenty of rich detail to soak in, from new angles on considered handbag hardware to delicately scrunched metallic leather to cloud-like folds of a wool scarf.
In some ways, this totally straightforward still-life approach which we’ve been seeing a lot of might make for a forgettable campaign, and miss the opportunity to drive emotional brand narrative. At the same time, however, it offers a refreshing directness: we’re already inundated with garish consumerism and faux-sentimentality at this time of year, and there is a kind of luxuriousness to presenting gift options without hitting us over the head with claims about how they’ll create heartwarming connections. Instead, Jil Sander seems to say: these are a few of my favorite things, take it or leave it.
Jil Sander Creative Directors | Lucie & Luke Meier
Photographer | Joaquin Laguinge