The best ads of the year went beyond simply pushing product, they sold an image that was aspirational and pushed the boundaries of their brand’s identity. Take a look back at the ads that caught our attention and held it during 2012.
Vintage glamour is a theme that has been run into the ground, but Meisel and Miuccia make it feel fresh. Hot rods and hot girls, the bluer than blue sky, those flame embellished accessories; it all came together to create a mood that was powerful and chic.
EDUN S/S 12
Ryan McGinley – Photographer | Katie Shillingford – Stylist | Anthony Turner – Hair Stylist | Lucia Pica – Makeup | Max Bellhouse – Set Designer | Christopher Simmonds – Art Director | Herieth Paul, Bradley Soileau, Charlotte Free, Dempsey Stewart, Ehren Dorsey – Models
Butterflies shouldn’t be so compelling, but McGinley’s rich colors and the pitch perfect casting made the entire scenario seem like a wonderful dream, all while subtly hammering home Edun’s socially conscious and earth friendly message.
What better way to introduce the rebranding of one of fashion’s power brands than to showcase the defining aspects of SLP in a slick advertising campaign starring one of the world’s foremost models? Hedi Slimane’s stark black and white photography and revamped take on Le Smoking worked beautifully.
From the moment Sarah Burton’s dynamic F/W 12 collection appeared on the runway, it was clear that it was made for statement imagery. David Sims’ saturated campaign lived up to the collection’s promise, turning Suvi Koponen into a glamorous visor sporting heroine direct from an alternate universe.
Double up – the trippy perspective plays used by Mert & Marcus on Givenchy’s F/W adverts, provided the ideal means of displaying a collection as multi-faceted and unique as Tisci’s. Add in the fact that is always entertaining to see models dancing, jumping and really getting into their poses and you have a highly memorable campaign.
Jason Wu F/W 12
Willy Vanderperre (Paris: Management + Artists, New York: Management + Artists) – Photographer | Joe McKenna – Stylist | Gucci Westman – Makeup | Patrick Li – Art Director | Shalom Harlow – Model
Wu enlisted Shalom Harlow to capture the sophistication of his designs and as always the seasoned super proves the perfect muse. These ads captured the sensuality and very adult mood that Wu’s collections have been moving towards of late.
Oh. My. Goude. Pure genius with an instant impact, Goude’s Kenzo campaign was one of the year’s most original.
Lanvin F/W 12
Steven Meisel – Photographer | Guido Palau – Hair Stylist | Pat McGrath – Makeup | Mary Howard – Set Designer | Ronnie Cooke-Newhouse – Creative Director | Stephen Wolstenholme of House & Holme – Creative Director | Zan Ludlum – Casting Director | Rachel Trachtenburg, Sebastian Simon – Models
Models fulfill the fashion fantasy, but outside of campaigns and editorials, clothes are worn by all sorts of different people. Lanvin’s campaign showcased a variety of wearers from all walks of life, united by the innate refinement of Alber Elbaz’s designs. Each and every person featured looked amazing in their own way and the intimacy of the portraits made it feel like we were taking a glimpse into the lives of these tastemakers.
The delicate beauty of Valentino under the helm of Maria Grazia Chiuri and Pier Paolo Piccioli was highlighted perfectly by Deborah Turbeville’s atmospheric imagery. When the right photographer and the right brand combine, the end result can be magical and Turbeville provided an ideal showcase for the ephemeral beauty of the next generation of Valentino.
Mulberry F/W 12
Tim Walker – Photographer | Jane How – Stylist | Sam McKnight – Hair Stylist | Val Garland– Makeup Artist | Andy Hillman – Set Designer | Ronnie Cooke-Newhouse – Creative Director | Lindsey Wixson– Model
We know ‘Where the Wild Things Are’ they’re right in Tim Walker’s fantastical portraits of Lindsey Wixson for Mulberry. The dreamy shots added a bit of childish whimsy to Mulberry’s storied heritage, all while still focusing on the innate quirkiness of Emma Hill’s collection. Even amidst all the furry creatures and fairy tale fun it is hard to miss Mulberry staples like the Bayswater and Del Rey.