Top 10 Women’s Fashion Ad Campaigns of Spring 2020
The recent lockdown has given many a creative a luxury they have been longing for – time. Time to access what to keep, what to throw away, and the biggest gift of all, time to concept.
As The Impression shifted through the Spring 2020 women’s fashion ad campaigns we noticed that the fashion creative industry has traded in the integrity of highly produced visuals for speed. The irony is that the customer sees more and is now trained to recognize integrity, yet fashion is offering them less a reason to remember them by.
Concept and production value do matter. One could easily argue in the age of open platforms, where amateur work and professional work sit side-by-side, the single competitive separation between the two is the ability for fashion creatives to produce work that is highly produced.
Another trend of concern is design houses designing solely for their own distribution channels resulting in images being released without the benefit of a logo. Hopefully in this downtime brands will recognize that logos are ‘what to keep’. Many of our women’s top 10, including Celine, Dior, MSGM, Moschino, and Ports 1961 treated their logos as the heroes they are. Prada and Creative Director Ferdinando Verderi took the logo a step further, expanding upon the brand’s letters as a means to further entrench the brand’s cerebral values with their audience. The logo was, in fact, the concept.
As we buy our time until we create campaigns again, we should remember that no matter what the medium, that impactful and rich visuals matter now more than ever before. And that is time well spent.
We look forward to the future that fashion creatives present and are optimistic about how they will lead and inspire dreams. Here are The Impression’s Top 10 Women’s Fashion Ad Campaigns as selected by Chief Impressionist Kenneth Richard and The Impression team.
Celine Creative Director | Hedi Slimane Photographer | Hedi Slimane Model | Fran Summers Hair | Esther Langham Makeup | Aaron de Mey Music | ‘Saving Grace’ by Alexandra Savior
Dior Women’s Creative Director | Maria Grazia Chiuri Photographer | Brigitte Niedermair Models | Selena Forrest, Ruth Bell Stylist | Isabelle Kountoure Hair | Olivier Schawalder Makeup | Peter Philips
Fendi Creative Director | Silvia Venturini Fendi Photographer | Nick Knight Models | Adut Akech, Jing Wen, Rianne Van Rompaey Stylist | Chaos Fashion Hair | Sam McKnight Makeup | Val Garland Location | London
Marc Jacobs Creative Director | Marc Jacobs Photographer | Steven Meisel Models | Vaughan Ollier, Sasha Knysh, Issa Lis, Jessica Fennix, Alexis Ruby, Stylist | Katie Grand Hair | Guido Palau Makeup | Pat McGrath Nails | Jin Soon Choi Casting Director | Anita Bitton
Moschino Creative Director | Jeremy Scott Photographer | Steven Meisel Models | Gigi Hadid, Bella Hadid, Kaia Gerber, Imaan Hammam, & Adut Akech Host | Tyra Banks Stylist | Carlyne Cerf de Dudzeele Art Director | Jason Duzansky Hair | Guido Palau Makeup | Pat McGrath Nails | Jin Soon Choi Casting Director | Piergiorgio del Moro Set Designer | Mary Howard Track | “It’s A Cool World” by Karla DeVito
MSGM Creative Director | Massimo Giorgetti Agency | Simmonds ltd. Creative Director | Christopher Simmonds Photographer | Johnny Dufort Models | Ilona, Yorgelis, Theodor, & Seung Chan Stylist | Robbie Spencer Hair | Jawara Makeup | Linsey Alexander Production | MAI Productions Casting Director | Barbara Nicoli & Leila Ananna Location | Rimini, Italy
Ports 1961 Creative Director | Karl Templer Agency | Baron & Baron Creative Director | Fabien Baron Photographer | Steven Meisel Models | Abby Champion, Jessica Fennix, Kaia Gerber, Lys Lorente, Mona Tougaard Stylist | Karl Templer Hair | Guido Palau Makeup | Pat McGrath Casting Director | Michelle Lee
Prada Creative Director | Miuccia Prada Creative Director | Ferdinando Verderi Director | Ferdinando Verderi Photographer | Jamie Hawkesworth Models | Freja Beha, Sara Blomqvist, Anna Ewers, Berit Heitman, Ruiqi Jiang, Ashley Radjarame, Kyla Ramsey, Charlotte Rose, Miriam Sanchez, & Zso Varju Stylist | Olivier Rizzo Hair | Anthony Turner Makeup | Dick Page Casting Director | Ashley Brokaw
Versace Creative Director | Donatella Versace Creative Director | Ferdinando Verderi Photographer | Mert Alas and Marcus Piggott Talents | Jennifer Lopez, Kendall Jenner Stylist | Jacob K Hair | Garren Makeup | Lucia Pieroni Set Designer | Mary Howard