Below are the top 10 campaigns of the season.
Marc Jacobs broke new ground by turning its campaign into an online editorial content. Each shot was posted to a combined 4.3 million audience on his personal and brands Instagram. Models and celebrities were handpicked from those who have inspired him over this 30 year long career. He described the narrative of the campaign as "My America", providing an eye opening insight into the designers artistic development. The campaign features a range of age groups, genders and backgrounds. Including transgender film director Lana Wachowski, Bette Midler (the original gay icon), and supermodels Adrianna Lima and Joan Smalls. The campaign was shot by David Sims along with stylist Katie Grand to be broadcasted on social media rather than specifically on magazines and billboards.
2) Valentino
The latest collection for Valentino includes the East African savanna for the backdrop. Steve McCurry, known for his world-famous portrait "The Afghan Girl", was asked by creative directors Pierpaolo Piccioli and Maria Grazia Chiuri to photograph models in Kenya's Amboseli National Park. Models wore tribal inflected ready-to-wear collections, whilst posed under acacias. The collection sparked controversy in October after the designers were accused of cultural appropriation through the use of white models with cornrows and tribal-inspired garments. However, it is reminded of the dialogue between fashion and the continent, which goes back as far as Saint Laurent's animal prints in the 1960s and Demi Moore standing next to a giraffe in US Harper's Bazaar in 2010.
Creative director Olivier Rousteing chose only three superiors who go by the names of Claudia, Cindy and Naomi. Steven Klein captured the trio in monochrome with creative direction from Pascal Dangin. Rousteing released the images through his personal Instagram which has 2.2 million followers. The image was posted along with the hashtag #thisisHISTORY, making a point that the campaign would go back to its roots.
4) Gucci
This is Raf Simons' first print advert for his own label since stepping down for Dior, with the help from photographer Willy Vanderperre and stylist Olivier Rizzo. The three of them have created a series of coloured, and black and white images of disturbing scenes of a relationship between a man and a hooded figure. Simons explained at the show that he never knew his grandfathers and got to know them through photographs in which they would always wear the same scratchy knitwear and plaid shirts as they believed new clothes were a waste of money. This campaign hints at the absence of his grandfathers, representing his attempt to blend the past and the present.
6) Louis Vuitton
Louis Vuitton has taken the bold step of casting a GCI heroine in its latest campaign. By including Lightening from Final Fantasy XIII, the brand ventures into the virtual world of anime, drawing attention to the unblemished, pink-haired model holding up a Petit-Malle bag. The brand worked in collaboration with character designer Tetsuya Nomura and Japanese video game developer Square Enix, also featuring Jaden Smith amog other Vuitton vixens who were shot by Bruce Weber.
J.W. Anderson doesn't play by the rules, already making a name for himself this year as one of fashion's foremost innovators by live-streaming a menswear collection on gay dating app Grindr, and launching "workshops" in Shoreditch's Ace hotel. Anderson is implying that less is more in this image featuring Spanish model May Merino. By turning the collection into a vintage postage stamp, abandoning bright colours and landscapes that makes a reader stop and stare, he cleverly forces you to to take a closer look and inspect the image which was shot by Jamie Hawkesworth.
8) Equipment
Equipment's Spring/Summer campaign begins where Autumn/Winter left off, with Daria Werbowy looking in the mirror. However, this time Kate Moss has joined her and the pair embark on a fictional desert island romance. The two models flew to the West Indies where the campaign was photographed by Werbowy herself, a sometime photographer. Wearing nothing more than this season's menswear-inspired shirts, the campaign is a celebration of the modern relationship and the love shared between two women.
Creative director Phoebe Philo called on Juergen Teller for the latest Celine campaign. This time starring new faces Vera van Erp and Regitze Christensen along with last season's Karly Loyce. The models were cut out and set against coloured backdrops creating a scrap-book like collage.
10) Dior Homme
For its latest campaign the brand's creative director Kris Van Assche sought to embody today's nuanced Dior Homme spirit by casting a range of young creatives across a spectrum of industries. The collection features creatives wearing dark modern suits from the S/S 16 collection, cut with typically sharp lines and decorated with zips. The short accompanying film, entitled "Stranger in a Room", shows intimate movements in the artist's creative processes.
Information from: http://www.businessoffashion.com/articles/opinion/top-10-campaigns-spring-summer-2016
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