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

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

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

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


Gucci

Brand Creative Director | Alessandro Michele
Art Director | Christopher Simmonds
Photographer/Director | Yorgos Lanthimos
Hair | Paul Hanlon
Makeup | Thomas De Kluyver
Location | Los Angeles / Chateau Marmont
Music Credits | Everybody’s Talkin’ Harry Nilsson (F. Neil) (P) Originally Released 1968. All rights reserved by RCA Records, a division of Sony Music Entertainment. © Third Palm Music / BMG Platinum Songs US. Courtesy of | BMG Rights Management (Italy) srl 
American Humane monitored the animal action on the set of the #GucciSS20 campaign. No animals were harmed.


Marc Jacobs

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

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

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

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

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

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


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