Accessories are the breadwinners of the fashion industry, and the number one driver of commercial success for many luxury fashion brands. Therefore it seems surprising that there is not more investment allocated towards marketing for this category. Perhaps accessories are viewed as such a staple that some brands feel it is okay to rest on their laurels, especially if the quality of their products was long ago established. Nonetheless, the most innovative companies find creative ways to pump vibrancy into marketing campaigns for handbags, luggage, watches and jewelry… and make them seem irresistible through the magic of their storytelling prowess.
What differentiates each of the top 10 accessories ad campaigns is their unique approach to story, whether it’s Acne Studios and Dior’s interviews with young women about the perfect day or what it means to be a “lady”, to Gucci’s stylized forays into politics and skateboarding culture, to Y/Project’s abstract and mildly unsettling digital art masterpiece. Each of these campaigns manages to capture a spark of what makes life worth living, and then positions the accessories as trusted companions on life’s journey. To the creatives behind these campaigns we say Bravo, and to the everyone else – Enjoy!
Acne Studios Creative Director | Jonny Johansson Photographer/Director | Richard Burbridge Models | Xie Chaoyu, Delfin Finley, Parker Kit Hill, Dylan Jagger Lee, Esther McGregor, Ajani Russell and Sara Skinner Hiromi Casting Directors | Piergiorgio Del Moro & Samuel Ellis Scheinman
‘What is Ladylike’ Handbag Ad Campaign Fall 2019
Dior Creative Director | Maria Grazia Chiuri Director/Photographer | Joan Braun Talents | Ruth Bell, Angelababy, Adria Arjona, Adesuwa Aighewi, Sun Yihan, Anne Nakamura, Wang Likun, Kat Graham, Wanwan Lei, Olympia of Greece, Lineisy Montero, Alisha Nesvat, Evelyn Nagy, & Sara Grace Wallerstedt
Fendi Creative Director | Silvia Venturini Fendi Art Director | Nico Vascellari Videographer | Giulio Tami Models | Malick Bodian, Aramish, Marjan Jonkman Stylist | Julian Ganio Casting Director | Piergiorgio Del Moro Producer | Maria Elena Cima
Agency | General Idea Creative Director | Semjon Doenhoff Photographer/Director | Charlotte Wales Models | Kendall Jenner, Yang Mi Stylist | Clare Richardson Music | Run It Up by DDG (featuring YBN Nahmir, G Herbo, Blac Youngsta)