Tom Ford Winter 2024 Ad Campaign

Review of Tom Ford Winter 2024 Ad Campaign by Director Zhang Qingyun and Photographer Robin Galiegue with models Meng Yu Qi, Fei Fei Sun, Rianne Van Rompaey

Tom Ford channels a master film director for its own vision of metropolitan ultra-glam with the new Winter 2024 campaign. The campaign was created in collaboraiton with film director Zhang Qingyun and photographer Robin Galiegue.

Set among the dynamism and hyper-modernity of Shanghai, the film is deeply influenced by the work of iconic director Wong Kar Wai, making overt use of several of his signature techniques – distinct yet intertwined stories, richly saturated urban lighting, and dream-like open-ended narratives – as well as a direct reference to the famous ending motorbike scene of Fallen Angels.

The film is formed of three chapters that each follow one of its three protagonists, embodied by Meng Yu Qi, Fei Fei Sun, and Rianne Van Rompaey. Dressed with that signature Tom Ford rakish glamor, they move through the dense metropolitan drama of China’s biggest city, each on their own mission yet crossing paths with one another. Though these missions remain unclear to the viewer, we are nonetheless pulled into their web of desire and intrigue.

Galiegue’s accompanying photographs combine the visual perspective of the film with the distinctive silvery color palette and sleek energy that characterizes so much of Tom Ford’s iconic visual output. As cars and pedestrians flood by on the streets of Shanghai, the three protagonists remain elegantly individual.

Tom Ford may again be in a state of creative transition following the departure of Peter Hawkings after he succeeded its namesake founder for just two collections – but if the brand is having an identity crisis, this campaign shows that it certainly doesn’t extend to its marketing. While feeling classically Tom Ford, it also nicely extends the creative world up by drawing inspiration from the work of a distinctive and beloved cinematic voice, creating a beautifully realized exchange of artistic voices.