The Top 10 Fashion Ad Campaigns of 2024
As 2024 unfolded, the fashion world continued to wrestle with the dual demands of reflecting societal shifts and offering an escape from reality through luxurious visions, as well as a stagnating demand for luxury. Celebrating the most compelling marketing moments of the year, our roundup of the top fashion ad campaigns showcases how brands innovatively embraced both men’s and women’s collections, truly encapsulating a house’s full fashion perspective. While the Spring season hinted at a concerning trend towards overly simplistic portraits, the Fall season refined this approach, giving rise to campaigns that either thoughtfully evolved or cleverly deconstructed minimalism.
For instance, Courrèges harnessed the luxury of white space, using clever perspective plays to explore the power of color and space, and Prada’s characters occupied a minimalist gallery while connecting with unseen others via phone call – a motif that extended across the brand’s brilliant activation of a call-in hotline with author Miranda July. Meanwhile, other brands ventured into distinctive settings – Bottega Veneta embarked on an journeys through Tokyo’s playgrounds and the alien landscapes of the American Southwest, while Balenciaga deconstructed the imposing status symbol of luxury homes.
Despite a climate of economic uncertainty and increased corporate pressure, 2024 saw a renewed focus on clothing itself, with heritage houses delving into their archives to reiterate accessible and wearable designs. Whether through dramatic settings, cross-channel connection, or direct portraits, the best campaigns of 2024 succeeded in conveying powerful messages, blending style, setting, and storytelling to craft impactful narratives that resonate deeply at a time when consumers are increasingly discerning and eager for connection.
Here are The Impression’s picks for the Top 10 campaigns of 2024, as selected by our editorial team.
Balenciaga
Summer 2024
Balenciaga Creative Director | Demna Gvasalia
Photographer | Jitka Hanzlová
Models | Ella Gvasalia, BFRND, Linda Loppa, Eliza Douglas, Renata Litvinova, Krish Ghai, Tommy Blue, Noureddine Boudaakat, Simone Embrack, Bibi Hoad, Jay Pak, and Khadim Sock
Bottega Veneta
Spring 2024
Bottega Veneta Creative Director | Matthieu Blazy
Photographer | Alec Soth
Models | Diane Chiu, Walid Fiher, Imaan Hammam, Lara Menezes, Awar Odhiang, Douta Sidibe, Penelope Ternes, Daisuke Ueda, Kris Wardak, Haojie Qi, Shun Yoshida, and Li Cheng Yuan
Hair | Duffy
Makeup | Hiromi Ueda
Casting Director | Anita Bitton
Location | Tokyo, Japan
Bottega Veneta
Fall 2024
Bottega Veneta Creative Director | Matthieu Blazy
Film Director | Rahim Fortune
Photographer | Alec Soth
Models | Mariacarla Boscono, Zayna Cisse, Luke Clod, Walid Fiher, Imaan Hammam, Liz Kennedy, Hoyong Kim, Hejia Li, Mamuor Majeng, Rolf Schrader, Hedi Ben Tekaya, and Penelope Ternes
Hair | Duffy
Makeup | Dame Pat McGrath
Casting Director | Anita Bitton
Location | Utah and Nevada
Music | Le Motel
Burberry
Spring 2024
Burberry Creative Director | Daniel Lee
Photographer & Director | Tyrone Lebon
Talent | Amelie Steele, Bukayo Saka, Damon Albarn, He Cong, Iris Law, Jessie Buckley, Jourdan Dunn, Jun Ji-Hyun, King Krule, Matthew Ball, Naomi Janumala, Neneh Cherry, Rachel Weisz, Rakim Janneh, Ramla Ali, Rittika Ray, Slew, Son Heung-Min, Stevie Sims, and Tems
Location | London, United Kingdom
Casablanca
Fall 2024
Casablanca Creative Director | Charaf Tajer
Director | Frédéric de Pontcharra
1st Photographer | Corentin Leroux
2nd Photographer | Fiona Torre
Video Production | Mynd C/o Wanda Productions
Director of Photography | Nathaniel Aron
Executive & Post Producer | China Presles
VFX Studio | Orage
Editors | Antoine Deslandes, Hervieu
Colorist | Nicolas Gautier
Photography Production | Producing Love
Retouching | Atelier 99
Models | Adam Castellano, Mamuor Majeng, Georgia Palmer, Mary Ukech, Alex Consani, Rolf Schrader, and Tida Rosvall
Stylist | Helena Tejedor
Hair | Karim Belghiran
Makeup | Stephanie Kunz
Casting | Establishment New York
Set Designer | Felix Gesnouin
Courrèges
Spring 2024
Courrèges Creative Director | Nicolas Di Felice
Photographer | David Sims
Models | Loli Bahia, Anok Yai, Xu Wei, Lulu Tenney, Julia Nobis, and Axel Gay
Stylist | Marie Chaix
Hair | Duffy
Makeup | Lucia Pieroni
Manicurist | Ama Quashie
Casting Director | Piergiorgio Del Moro
Production Design | Poppy Bartlett
Dolce & Gabbana
Spring 2024
Dolce & Gabbana Creative Directors | Domenico Dolce & Stefano Gabbana
Agency | Baron & Baron
Creative Director | Fabien Baron
Photographer | Steven Meisel
Models | Akbar Shamji, Habib Masovic, Jackson Jarrell, Lulu Tenney, Nora Attal, Rosalieke Fuchs, Vivienne Rohner, Yoesry Detre
Stylist | Karl Templer
Hair | Guido Palau
Makeup | Pat McGrath
Casting Director | Rosie Vogel
Set Designer | Mary Howard
Loewe
Fall 2024
Loewe Creative Director | Jonathan Anderson
Photographer | David Sims
Talent | Greta Lee & Daniel Craig
Stylist | Benjamin Bruno
Hair | Duffy
Makeup | Lucia Pieroni
Manicurist | Ama Quashie
Production | Holmes Production
Set Designer | Poppy Bartlett
Prada
Fall 2024
Prada Creative Directors | Miuccia Prada and Raf Simons
Creative Director | Ferdinando Verderi
Photographer | Willy Vanderperre
Writer | Miranda July
Models | Harris Dickinson, Damson Idris, Yili Ma, Hunter Schafer, and Letitia Wright
Stylist | Olivier Rizzo
Hair | Anthony Turner
Makeup | Lynsey Alexander
Saint Laurent
Fall 2024
Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Gray Sorrenti
Entertainers | Rosé Park, Dominic Sessa
Models | Bella Hadid, Frederic Bittner, Kiko Mizuhara, Liu Wen, and Penelope Ternes
Hair | Duffy
Makeup | Kanako Takase
Music | “If You Must Leave” by Arsun