Jun 21, 2018 | By Rose Garrod
Jul 26, 2016
By WGSN Insider
This season brands are making a statement with their Autumn/Winter fashion campaigns. Some have opted for pop-culture figures, other designers have taken inspiration from the current US political climate, and played around with more striking imagery than before (dark ominous skies in the background, black and white pictures over colour, Gen Z focused illustrations ) so the campaigns feel bold and a welcome break from the norm this season.
We asked our WGSN editors to pick their favourite campaigns and tell us why below:
“Rocky represents a new breed of stylish artist with a deep understanding and appreciation of fashion designers. He wears Dior in a way that doesn’t make it look like the clothes are wearing him, and his campaign is the perfect synergy between someone who already wears the label well and the further legitimisation of hip-hop culture in the predominantly white luxury sphere.” – Jian DeLeon, Senior Editor, Menswear
“The fall 2016 Coach campaign is one of my favourites of the season. Coach favourite, Rianne Van Rompaey alongside other models of the moment are shot against the gloomy city skyline in a strong, tough stance. The edgy imagery is a nice evolution from the traditional, somewhat safe shots we have seen from Coach the last couple of seasons.” – Cassandra Napoli, Assistant Editor, Digital Media & Marketing
“As a die-hard fan of Joseph, particularly since Louise Trotter took over as Creative Director, I am in love with the new Joseph campaign – in particular the amazing volume demonstrated in the shot with the Alphabet sweater and trouser combo.”- Laura Yiannakou, Womenswear Editor
“There’s no denying that the current US political climate is a huge talking point at the moment from Trump’s campaign to Michelle Obama speech at the DNC this week. It’s no surprise then that fashion is proving to be a reflection of the times. There is the very real possibility that we will have a woman in the top job in the White House soon, so this campaign feels very fitting.”- Amiyra Perkins, Mindset Trend Consultant.
“Despite the mixed reaction by fans, Chanel had to adapt or die in some regard. Their fall campaign is a reaction to the growing millennial and Gen Z consumer base who are being primed to be the next big luxury spenders and what better way to do that, than appeal to a Snapchat generation. While the cut-and-paste feel of the campaign fell short according to many Chanel lovers, it may just be the right step in the wrong direction for the fashion house,”- Sarah Owen, Senior Editor, Digital Media & Marketing
Want more? See why AG Jeans tapped Daria Werbowy for its latest genderless campaign here.
For more global analysis, campaign coverage and consumer trend forecasts, join WGSN
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.