Ahhh…the lazy days of summer! It’s that time of the year when nothing seems to be happening in fashion as we play in the sun, take extended vacations and give ourselves over to relaxation. But in preparation for September when the fashionable set gears up to strut their stuff for the fall season, the Fall 2014-Winter 2015 advertising campaigns have been hitting the media with some of the most creative fashion images we have ever seen.
It is an accepted rule that humor sells… there isn’t any anything more universal. This even holds true for fashion. Lanvin – one of the fashion world’s best recent success stories – favors slight camp nuances in its advertising, along with retro references and a recurring affinity for breaking fashion molds with unconventional beauties. Yes, courting non-professional faces or octogenarian muses brings an unexpected twist to beautiful landscapes and raises some eyebrows. The result is unexpected fashion fun. This season, model Edie Campbell leads Lanvin alongside her family and her horse, Dollie. The horse has a great career ahead….she’s a natural poser!
Edie Campbell shows up again in Alexander McQueen’s moody campaign that reads like a dark romantic saga. Along with a jet-colored horse and layers of couture-like surface treatments, the images deliver an enchanting wunderkammer experience blurring a multitude of Tudor references that recall Henry Fuseli’s famed painting, “The Nightmare”. The underlying mood feels very Alexander McQueen and reflects his fascination with the dark side of romanticism as found in gothic literature and the occult. This campaign is as much about the clothes as it is about the DNA of the label.
Horses seem to be a popular campaign theme for Fall 2014-Winter 2015. With Hermès, the venerable label that traces its early roots to equestrian gear, the horse is a natural part of its historical and visual DNA. Whereas some fashion labels look to the latest trends to bolster their success, Hermès tells a story of old-time craftsmanship that is so much a part of this brand’s history. Blurring minimalism with rich, natural settings, the campaign is both polished and avant-garde. This luxury house effectively uses the majesty of the horse and romance of the outdoors to communicate a clear message of fashion elegance for exclusive zip codes around the world.
Always one to rebel…or really indulge in its own glow, Prada is giving us a moody narrative echoing Nouvelle Vague cinematography. Harsh concrete slabs grant vivid focus to the garments that range from hyper-trendy to under-the-radar classic. The underlying iconoclastic nuances read best in colors, as they seem to jump out of the print (kudos to Steven Klein). Prada’s melancholic sets help to downplay the high-trend factor, hence helping to make these items appear more accessible to a greater civilian audience.
More on the fall campaigns soon…