The Top 10 Accessories Campaigns of Fall 2024

The Top 10 Accessories Campaigns of Fall 2024 as chosen by The Impression’s Editorial Team

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.

In today’s fast-paced digital world, fashion brands are navigating a unique challenge: standing out in an oversaturated market where audiences can scroll by in an instant. Yet, this environment of constant velocity also presents incredible opportunities for those embracing innovative digital strategies. Accessories, particularly handbags, have long driven luxury fashion sales, offering an accessible entry point to high fashion. However, recent financial reports reveal a slowdown in luxury demand across several key markets, signaling economic caution even among high-end consumers. In response, some major luxury houses are doubling down on their core products, with iconic handbags and staple accessories at the forefront.

By finding creative ways to focus on these timeless items, brands aren’t only reinforcing the essence of their identity – they’re also making a strategic move to stabilize revenue during uncertain times. Core products appeal to established customers while maintaining allure for new buyers who may be hesitant to splurge on ready-to-wear but see value in an accessory that bridges style and investment. These campaigns aren’t just about the fantasy of high fashion; they communicate stability, quality, and timelessness, resonating with today’s cautious yet aspirational shopper.

While the imagery itself of Balenciaga’s extended, multi-part handbag campaign may not feel creative or exciting, it is a smartly conceived digital strategy on the brand’s part. All of these many campaign images were most likely captured over just a few days of shooting, yet Balenciaga has patiently released them just a few at a time at a rapid but considered cadence over the course of six months now. The brand is thus always at the forefront of the social-media hivemind, while continuously emphasizing its impressive community of brand ambassadors.

Many of the other of our favorite accessories campaigns, however, were among the season’s most creative and visually distinct. MZ Wallace, for example, drew on its art world connections and tapped renowned creative director Dennis Freedman, who initiated a playful artistic dialogue that bravely broke the mold. Eckhaus Latta looked back to its infamous and deviously provocative sex campaign with an eyewear campaign starring former porn stars in the throes of passion, while Ludovic de Saint Sernin also dove into kink while seeing it through an elevated artistic perspective à la Mapplethorpe.

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

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