Poster Girl Fall 2023 Ad Campaign Review

Review of Poster Girl Fall 2023 Ad Campaign by Creative Directors Francesca Capper & Natasha Somerville and Photographer Moni Haworth with models JT, Gabriette, and Daphne Groeneveld

Poster Girl hits the mean streets of downtown LA with its new campaign for Spring 2023. The campaign features photography and videography by Moni Haworth.

Starring rapper JT – one half of hip-hop duo City Girls – alongside models Gabbriette and Daphne Groeneveld, the campaign sees the London-based party wear brand head way across the pond to downtown Los Angeles for some gritty urban adventure. Haworth deploys a lo-fi aesthetic that almost feels like camera-phone or CCTV footage to capture her trio of stars as they wend their way down the city’s sunbaked streets and hidden, unostentatious interiors.

For some, the gritty lo-fi aesthetic will read as ugly-cute, while for others it might just feel ugly – but that’s probably exactly what the brand wants. Poster Girl’s bold rewriting and sexification of feminine and Y2K design codes is an acquired taste that’s not for the faint of heart, the brand’s popularity shows there are many people with whom the aesthetic resonates.

At once grimy and glamorous, this campaign is another strong expression of that signature Poster Girl spirit.