The Top 10 Digital Campaigns of Fall 2024

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

The increasingly interconnected and online world of fashion communication offers both challenge and opportunity. From one perspective, social media and other digital platforms magnify the already existing challenges of speaking to an audience in an oversaturated market – it’s easier than ever to just scroll on by. But that sense of velocity and volume is also what makes smart digital strategies so effective.

Many of the best digital campaigns of Fall 2024 cleverly balanced an initial investment in creativity with extensive reach and repetition. Hermès, Calvin Klein, Miu Miu, and master of digital cadence Jacquemus all developed strong video-based campaigns that could then be divided into bite-sized pieces and released across the course of multiple weeks or months on Instagram and TikTok, driving constant engagement and staying at the forefront of the digital conversation.

Gentle Monster and Prada both used digital interconnectivity as a springboard for unique experiential collaborations. In its partnership with the video game Tekken (which just launched its eighth installment to huge popularity and acclaim), the eyewear brand developed frames that exist both IRL and in-game, accompanying the launch with a massive pop-up activation at its flagship – a fully realized conversation between the physical and digital world. Prada, meanwhile, tapped author Miranda July to host a phone hotline, tying into the theme of its print and social media campaign and inviting fans to call in and have their questions answered.

Then there was Ssense, which continues to have the most tuned-in social media team of jaded yet highly online zoomers who brilliantly toe the line between marketing communication and meme.

Lastly, we’d be remiss not to mention Phoebe Philo, who continues to use her own digital channels – email newsletter and Instagram – to drive the covetability and hype around releasing highly exclusive collections at her own pace.

Here are The Impression’s picks for the best digital campaigns of Fall 2024 as selected by our editorial team.

---