Wherever you look, there are videos, hashtags, posts. This much is clear: photos alone are no longer enough. That’s what we’ve learnt from the new autumn/winter ad campaigns from the world of fashion.
7 For All Mankind
The star of 7 For All Mankind’s new denim campaign is Hollywood actor Zoe Saldana, known for the box office hit Avatar and the Star Trek remakes, among other things. This year the jeans label decided to supplement the usual photos with videos featuring the artist telling personal anecdotes and stories. The campaign by photographer Nathaniel Goldberg is intended to promote a new collection of “b(air) denim” – a portmanteau of the words “bare” and “air” – with images shot both in the studio and on-site in Atlanta. The hashtag #baireverywhere appears throughout the campaign.
Jamie Hawkesworth is the creative mind behind Alexander McQueen’s autumn/winter ad campaign. The location on the windy Shetland Islands, the northernmost part of Scotland, was of course the ideal setting for the self-confessed fan of the British landscape. The campaign, which is mostly limited to a black-and-white colour scheme, focuses on black ruffles, sparkling fabrics and nature prints above all. The theme: night and dreams.
The autumn/winter campaign by Bottega Veneta revolves around the “Art of Collaboration with Viviane Sassen”. She shot her photos and the video in the Cretto di Burri in Gibellina, a piece by the Italian artist Alberto Burri in Sicily that measures almost 80,000 square metres. The project was originally created in the aftermath of an earthquake which had completely destroyed the small city of Gibellina in 1968. Burri covered the ruins with massive blocks of cement that were riddled with cracks (crettos). In stark contrast to this bleached backdrop, Bottega Veneta shows a lively colour palette of peacock blue, royal red and black.
For Givenchy’s autumn/winter campaign, art director Riccardo Tisci has launched the “Givenchy Gang”, who he portrays – with the aid of photographers Mert Alas and Marcus Piggott – both in- and outdoors in New York. In one ad: a stylish woman leaves an art deco building with an elegant businessman in a smart suit. A second scenario: a young girl shows off her style smarts in the Bronx, wearing the same donkey jacket as the local boys’ gang. And the third story shows Givenchy groupies, backstage at a glam rock concert.
The “Found Narratives” campaign is completely and utterly dedicated to social media, and shows actor Amanda Seyfried daydreaming at the weekend. Shot by Alasdair McLellan (this is his first campaign for Miu Miu) around Houghton Hall in Norfolk, England, a manor house that was originally built for the first British prime minister, Sir Robert Walpole.