If you’re doing a double take looking at the slew of fashion campaigns this season, then you’re not alone. Uncannily, several of our favourite fashion brands seem to be inspired by the same themes and take a similar approach in crafting their ad blitzes for S/S ’18. Pure coincidence? Perhaps. Eye catching? Definitely. Having said that, we spotlight five of our favourite advertisements this season.

The Most Arty: Dior and Gucci

fashion campaign
fashion campaign

Paintbrush-wielding models take centre stage in both the Gucci and Dior ad campaigns this season. The latter stars Russian supermodel-slash-artist Sasha Pivovarova and is lensed by Patrick Demarchelier. The art history-trained Pivovarova is well-known among industry insiders for her creative talent and had illustrated books for the likes of Karl Lagerfeld and Miuccia Prada, as well as staging exhibitions in cities like Paris and the Big Apple. Her Dior campaign sees the 33-year-old modelling with her signature drawings of wide-eyed females. Meanwhile at Gucci, Spanish artist Ignasi Monreal renders his “utopian fantasy” into a series of graphic photorealist paintings that riffs on iconic paintings like Jan Van Eyck’s Arnolfini Portrait and John Everett Millais. One of our favourites: this haunting scene of a sunglass-wearing model working on her painting.

The Leggiest Campaign Girls: Giuseppe Zanotti and Acne Studios

fashion campaign
Giuseppe Zanotti
fashion campaign
Acne Studios

These two campaigns encapsulate the phrase “leg for miles” quite perfectly. The Mert Alas and Marcus Piggott-lensed advertisement for Italian shoe brand Giuseppe Zanotti, features model Bella Hadid in a come-hither pose that belies her 1.75 frame. On the other hand, Acne Studios turns to American actress and singer Juliette Lewis, 44, to star in its S/S ’18 campaign. Shot by the Talia Chetrit, the inspiration for the project are powerful female characters in ’90s films. Lewis’ interpretation of the brief includes one shot that features her doing a leg split in the air. True to form for this yoga fan.

The Best Use Of Good Weather (And Sand): Missoni and Edun

fashion campaign
fashion campaign

Clear skies and sunny weather are two of the elements that any photographer couldn’t ask for more when it comes to an outdoor fashion shoot. Missoni sets its sun-drenched campaign against the scenic backdrop of New Mexico’s White Sands National Park. It’s the perfect stage for model Kendall Jenner who is dressed in the brand’s colourful knit dresses and a ginormous sun hat. Edun, meanwhile, heads to Durban in the eastern coast of South Africa for its beach-themed campaign. The youthful and minimalistic collection, comprising pieces like a pink and yellow batik trench coat, Lurex-woven trousers and macrame bags, is lensed by one of Africa’s upcoming photographer and filmmaker Kristin-Lee Moolamn.

The Ones Most Likely To Be Seen On TMZ: Balenciaga and Yeezy

fashion campaign
fashion campaign

Trust Balenciaga to pull off one of the most talked-about campaigns of the season. The brand taps on the expertise of the French wire agency, Agence Bestimage, for a series of paparazzi-inspired images. Featuring models like Dipti Sharma,  Christine Willis, Alek Wek, Stella Tennant, and Raphaele Godin and her son, this mock-umentary style of photography brilliantly showcases the brand’s handbags (they become perfect shields against camera flashlights in the pictures). But no one knows how to deal with paparazzi shots more than Kim Kardashian.. To promote the latest collection of her husband’s Yeezy line, the reality star takes to the one platform she has cornered: social media. She posts a series of tabloid-style images featuring famous pals like Paris Hilton and the Clermont twins of Bad Girls Club fame. All of them are dressed in the brand’s togs and made up to look like Kim K clones.

Most Laidback Group: Balmain and Calvin Klein fashion campaign


fashion campaign
Calvin Klein

Balmain’s creative director Olivier Rousteing pulls off a Karl Lagerfeld this season by playing photographer for his brand’s S/S ’18 campaign. One of the images taken features a bevy of diverse models like Alenya Fitzgerald, Valery Kaufman, Tami Williams, Roosmarijn De Kok,Kiko Arai, and Kathrin Zakharova huddled together. Over at Calvin Klein, the Kardashian and Jenner sisters get into the same spirit. Lensed by photographer Willy Vanderperre, the girls are in their element and decked out in white Calvin Klein underwear. Even when they are sprawled on a quilt in a barn, these glamazons still look like a million bucks.

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