During 2020, fashion brands faced a completely unexpected scenario. The dissonance that arose with the coronavirus crisis and the tragic realities of the prison system set a new course for the industry. Thus, agencies, photographers, designers and brands have had to face multiple inconveniences and guide their work in another direction: digital platforms. The result is a series of campaigns that mark a return to the aesthetics of DIY. See Jacquemus’ campaign.
Bottega Veneta – FW20 Campaign
Taken by photographer Tyrone Lebon, the campaign shows the set of models immortalized by raw flashes of light in the middle of a snowy night. The result, dramatic and minimalist, refers to certain scenes from the final act of The Shining and represents, perhaps, the cleanest and most aesthetically correct campaign of the year.
Gucci Tailoring – Fall 2020 Campaign
Tyler, The Creator with A$AP Rocky, Iggy Pop and a parrot. Alone, the cast of this Gucci Tailoring campaign would be enough to position itself as the most praised, but there are also the beautiful designs of Alessandro Michele and the soundtrack of Cerrone to elevate its meaning even more.
Prada – SS20 Campaign
Three faces: Frank Ocean, Austin Butler and Nicolas Winding Refn, who show how far-sighted Prada’s casting choices can be, ranging from hip-hop icons to teenage television idols to film directors.
JW Anderson – SS20 Campaign
The aesthetics of JW Anderson in his SS20 campaign presents a dream world where the models, photographed by Tyler Mitchell show their most childlike and dreamy version.
Jacquemus – SS20 Campaign
La tentación de una campaña DYI ha tocado a muchas marcas este año, tanto grandes como pequeñas, pero fueron Jacquemus y Bella Hadid quienes iniciaron la tendencia y nadie logró superar a la marca en timing, precisión y frescura.
Cruise Chanel 20 / 21 – Balade in Mediterranèe
Anticipated by a Massimiliano Bomba teaser and with a video made by Julien Pujol, the presentation of Chanel’s Cruise collection has the merit of having opened the digital fashion show season.
Marine Serre – “Amor Fati” SS21
The best of this year’s digital campaigns. Amor Fati by Marine Serre is a short film suspended between atmospheres reminiscent of the classics of science fiction from the eighties.
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