Fashion

Stranger Things: The Fashion Campaigns of Now

Brands no longer just sell clothes, they sell stories - and the weirder the better, apparently

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Is it just us, or have fashion brands gone above and beyond with their campaigns this season? Because more often than not, securing the season’s most sought after photographer and the supermodel du jour is enough, but now designers are delivering storytelling in the truest of forms. For spring/summer 2020, the worlds of film and fashion are blurred beyond the red carpet. Oscar-winning film directors are commissioned, as are A-list actors that allow us to see what a film would look like if say, Louis Vuitton made one (hint: under Ghesquière, it’d be something along the lines of The Exorcist meets Hitchcock’s Rebecca). A Gucci flick on the other hand would be… shall we say, surreal? From the stars to the stories, these are just some of the season's conversation-starting campaigns.

A BALENCIAGA BROADCAST

The most stylish newsflash possibly ever comes courtesy of Balenciaga, which for spring/summer 2020 presented a dystopian news broadcast where the models played anchors. Reporting trivia in a post-apocalyptic looking landscape, and what did we learn? That humans can’t cry in space, and that an albatross can sleep and fly at the same time, amongst much other useless information. If Balenciaga did the BBC, this is how it would look.

GUCCI HORSEPLAY

Gucci’s equine history goes way beyond horsebit loafers. For the SS20 campaign, Gucci recreated Hollywood as a horses playground through the eyes of The Favourite and The Lobster director, Yorgos Lanthimos. In this surrealist world, models clad in seventies-inspired ensembles (typical Gucci, non?) go about their daily lives alongside their horse friends. In the video ponies swim in pools and walk on planes. Shetlands walk alongside us humans on the street, they even go to the carwash and have a spot of lunch at Chateau Marmont. 

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LOUIS VUITTON’S OLD HOLLYWOOD DRAMA

Louis vuitton

Okay, so technically this isn’t spring/summer 2020, but actually pre-fall, but give us any excuse to talk more about Louis Vuitton’s star-studded movie posters and we will run with it. Calling upon an array of LV ambassadors including Emma Roberts, Chloe Moretz, Jaden Smith and Jennifer Connelly, womenswear creative director Nicholas Ghesquière produced 24 movie-style posters that reimagined old Hollywood classics, from the horrors to sci-fi. Ghesquière’s nostalgic campaign let him play director of film instead of fashion, for just this once, and we got to see his take on blockbusters of time gone by, such as Rebecca, The Exorcist, Back to the Future as well as The Body Snatchers.

THAT VERSACE DRESS

Mert Alas And Marcus Piggott

What’s potentially bigger than the internet? Jennifer Lopez, perhaps? And Versace delivered both for its spring campaign. The relationship between both J-Lo and Versace has re-blossomed in recent months, since she closed the spring/summer 2020 show at Milan Fashion Week wearing a reworked version of the jungle dress that sparked the creation of Google Images some 20 years ago. Playing on this fact, Versace recreated the same tropical print for the new collection. In the campaign with Kendall Jenner, J-Lo appears to be Googling herself using a holographic green keyboard in mid-air that reminisces of Trinity and Neo in The Matrix. The story blurs the lines between a personal and private self online, as well as further bringing together fashion and technology.

ACTING LESSONS VIA GIVENCHY

ICYMI: Marc Jacobs received acting lessons, and a good whack, from British actress, Charlotte Rampling. No, it didn’t happen IRL, but instead in the world of Givenchy, who brought the two together for its newest campaign video. The black and white short film sees both Jacobs and Rampling on set, she teaching him how to act, and the pair experimenting with improv by using Givenchy's recent footwear as a prop for a phone. The campaign is both dramatic and amusing, but if you were thinking about taking up acting, you may want to think again.

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