The Top 10 Accessories Fashion Ad Campaigns of 2024

With the task of driving connection around what is often a brand’s most central engine of financial success and aspirational engagement, accessories campaigns provide a unique window on the two themes that have characterized this cycle of fashion communication: breaking through in an increasingly saturated digital market, and the global luxury financial slowdown.

Accessories, and particularly handbags, have long been the driving force in luxury fashion sales, and are typically positioned as a more accessible way to own a luxury item when a wardrobe of ready-to-wear may be out of reach. Yet recent trends have seen the major luxury houses hike the prices of some of their star handbags, with a lot of recent buzz pointing out that some bag prices have doubled since the beginning of the pandemic as some brands aim to weather economic uncertainty by focusing more on the extreme top end of their customer base, courting these elite clients through private channels, events, and retail extensions.

Intriguingly, however, this trend didn’t echo across the year’s accessories campaigns as much as we may have anticipated. Instead, many leading brands released accessories-focused campaigns that served to emphasize and extend the brand’s world as much as highlight a particular bag, leveraging a single product or concise collection to drive engagement and storytelling as well as sales.

Chanel, for example, shared a handbag campaign that wisely tied into a corresponding runway show, updating its retro French cinematic inspiration with a new short film starring Brad Pitt and Penelope Cruz. Miu Miu’s campaign for its shoe collaboration with New Balance extended the brand’s exploration of vulnerability and intimacy with a clever soft focus on footwear. Gentle Monster continued to embrace the futuristic with an incredible beauty team that transformed its campaign’s models into intergalactic mermaids.

Balenciaga, on the other hand, stripped things away with a smart extension of its campaign that riffed on Apple’s iconic “Think Different” ad. Courrèges also leveraged minimalism and the luxury of white space to emphasize the design principle of negative space that characterizes its slick new star accessory, the Holy Bag.

Here are The Impression’s picks for the Top 10 accessories ad campaigns of 2024 as selected by our editorial team.

13 09 SR

Spring 2024

Balenciaga

“It’s Different” Spring 2024

Balenciaga Creative Director | Demna

Chanel

“Iconic Handbag” 2024

Chanel Creative Director | Virginie Viard
Photographer | Inez and Vinoodh
Models | Penelope Cruz, Brad Pitt, and Rianne Van Rompaey
Location | Deauville, France