As someone who barely connects with the outside world, having no friends and no job, one of the most enjoyable experiences in my otherwise mundane and unappealing life, is opening my latest edition of Elle to faithfully explore a catalogue of new ad campaigns and consequently relive the passion of the collections. (if you're beginning to pity me, don't worry i have a tendency to exaggerate rather melodramatically)
For those of us who simply couldn't make it to view the collections first hand at fashion week (don't worry, Karl understood that i was otherwise occupied) ad campaigns bestow upon us, the opportunity to become part of a world created by designers at the show; an element which is not easily dispensed through pictures of models walking down the catwalk. We delve into the imagination, creativity and the drama of the shots and, ergo, subconsciously become helpless victims of the power of branding.
So, now i will kindly acquaint you with the most commanding advertisements of the season.
Chanel. shot by Karl Lagerfeld, featuring Freja Beha Erichsen, Batptiste Giabiconi, Stella Tennant and Ines de la Fressange.
Recently, we are beginning to see a break in ad campaign traditions. Savvy designers, like Karl, are bucking the unwelcome trend of featuring pre-pubescent skeletal, robot models in favour of more experienced, mature beauties. Kristen McMenamy (46), Stella Tennant (40),Christy Turlington (42), Julianne Moore (50) and Ines de la Fressange (52) are just a few of the golden girls present on the glossy pages, and grand billboards.
Givenchy, shot by Mert Alas and Marcus Piggott, featuring Daphne Groenefeld and albino model Stephen
Thompson.
Jean Paul Gaultier shot by Inez van Lamsweerde and Vinoodh Matadin, featuring Karolina Kukova and male model Andrej Pejic
Another favourable orientation to emerge from ss 2011 ad campaigns is the dawning of the age of the misfit. Over the last couple of decades, fashion was an elitist clique, seen as sexist, racist and agist but has quickly become a club for individual, nonconformist outsiders. This is greatly apparent through the casting of albino, transgender and androgynous models by anarchists like Gaultier and innovators like Tisci.
King of branding, Tom Ford and the ad for his eyewear collection, featuring Abbey Lee Kershaw. I'm surprised that the controlling Mr Ford hasn't made another guest appearance here, although i'm pretty sure he shot the ad...
Louis Vuitton shot by Steven Meisel, featuring Kristen McMenamy, Raquel Zimmerman and Freja Beha Erichsen. One of my favourite collections of the season takes on the form of a beautifully dramatic ad campaign. I adore the affluence of the 70s glamour with a hint to the orient
Not a brand i am often captivated by, Tommy Hilfiger made me squawk hysterically with a royal tennenbaums influenced ad campaign. ooh bring on the summer yacht parties, doll.
Model du moment, Lindsey Wixson offered her beauty to both Alexander McQueen and Mulberry resulting in two diverse, yet equally and starkly artistic pictures.
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