From the Wang Squad’s stroll of disgrace to Raf Simons’s artistic debut for Calvin Klein, listed below are probably the most memorable marketing campaign visuals launched this 12 months.
These days, advert campaigns are way more than a easy advertising train for vogue manufacturers; when accomplished proper, they will present customers and followers with months of inspirational content material. Take Alexander Wang’s spring and fall campaigns for instance: With a weeks-long rollout and dozens of distinctive photos, followers of the label have been handled to model new pictures of the Wang Squad that stored buzz going lengthy after the collections hit shops. (Wang additionally turned the marketing campaign right into a merch alternative, promoting rolling papers, shot glasses, ash trays, lighters and extra printed with the imagery by Juergen Teller.)
Another legacy home that is upped the ante on the marketing campaign entrance is Gucci, as Alessandro Michele and co. use their seasonal shoots as the possibility to inform implausible tales, incorporating the likes of aliens, wild animals, historic landmarks and eccentric casts of characters to take action. Similarly, Dolce & Gabbana has committed to a rotating cast of millennials over the past year, capturing the hijinks of their young, attractive brand ambassadors around the house’s native Italy for impressive spreads that lit up our Instagram feeds for weeks.
While the squad mentality is still going strong in fashion, some of the year’s best campaigns were powerful in their simplicity. Take Balenciaga’s spring offering that features Alek Wek in head to toe spandex posing in front of a red curtain; the “Moonlight” cast shot in black and white for Calvin Klein Underwear; Valentino’s intimate, close-up portrait of Christy Turlington and Vittoria Ceretti against a vast desert backdrop for Alexander McQueen.
As the year comes to a close and the Spring 2018 campaigns begin to trickle in (we can’t believe it, either), we’ve chosen our favorite fashion ads from 2017, which you can browse in the gallery below.