It’s officially mid-way through November, which means the annual tradition of debating whether it’s too early for Christmas music is finally upon us.
While we won’t be weighing in on big philosophical questions like when it is appropriate to blast Mariah Carey’s high octave belting on speakers non-stop, we can tell you which fashion brands have already embraced the festive spirit by releasing their 2021 holiday collections.
Though varied in theme, tone and style, this year’s holiday campaigns have a common vein running through them, which places emphasis on joyful gathering and human connection. With increasing hopes that we will get back to some version of normal celebrations and get-togethers soon, these campaigns bolsters that optimism and also provide some holiday dressing inspiration along the way.
From Prada’s cinematic snow trek to Coach’s nostalgic 2000s music video throwback, here are the latest holiday campaign videos to watch for some holiday cheer sprinkled with a dash of fashion eye candy.
Bringing the viewer along on a vast voyage across icy blizzards and frozen terrains, Prada’s Holiday 2021 campaign video, A Midwinter’s Night Dream, celebrates cinema, fashion, community and dreaming. While the fashion house has a history of featuring leading Hollywood actors in campaigns, this holiday season we witness four fresh talents make their debut.
Julia Garner, Shira Haas, Louis Partridge and Taylor Russell journey together through the snow while dressed in Prada’s glamorous holiday collection. Eventually, their destination of a futuristic, snow-covered Los Angeles emerges, marking the culmination of their trek towards a joyous, light-filled gathering.
The rink is the runway in the #VersaceHoliday campaign, Versace on Ice. Headlined by professional ice skater Rebecca Ghilardi and models Stella Maxwell and Malika Louback, the campaign video showcases Versace’s signature bold baroque prints and motifs in a dizzyingly alluring series of pirouettes, spins and poses. The classic gold of the designs make a particularly striking impression against the cool icy backdrop, as Ghilardi effortlessly glides her way through while showcasing coveted pieces from the house for a Very Versace holiday season.
High-flying glamour and glitter are key this holiday season with Michael Kors’ 2021 holiday campaign starring Bella Hadid and her influencer friends. Inspired by the idea of travelling to spend the festive season with the ones we love and miss, the campaign follows Hadid on a non-stop, party and indulgence filled journey. Set to the tune of We Are Family by Sister Sledge, the supermodel is seen going from sipping celebratory drinks on a private jet with friends, to exchanging luxurious gifts, to taking selfies at a New Year’s Eve party at the Skylark rooftop, all dressed in festive Michael Kors pieces.
Leaning into the age-old element of nostalgia so integral to the holiday season, Coach has released a special holiday episode of Coach TV featuring Jennifer Lopez, who recreates her 2002 All I Have music video where she’s seen clutching armfuls of Coach’s Signature monogrammed bags. The updated video, however, transitions into a present day edition as she walks down a snowy NYC street, once again carrying Signature bags. Ending with the words, ‘Because icons last forever…”, the throwback was inspired by Coach Creative Director Stuart Vevers’ vision for the brand’s legacy to be one that transcends generations.
Taking a decidedly different tone from the rest of the pack, Alexander McQueen’s 2021 Holiday Gifting campaign is characterised by ethereal icy atmosphere and mystical creepy crawlies. Created by British filmmaker and animator, Isabel Garrett, the intricate stop-motion animation spotlights the natural world in darkness and its entanglements with glittering Alexander McQueen bags and jewellery. The sparkly opulence of the pieces somehow blend smoothly into the eerie shadows of its forest backdrop, thanks to the brand’s signature skull motif as well as other gothic attributes that feature in the collection’s pieces.
Celebrating togetherness and treasured friendships during the holidays, Ferragamo’s 2021 holiday campaign comes in a series of film shorts titled ‘It’s Movie O’Clock’. Dressed in the finest festive Ferragamo outfits and accessories, a group of friends meet up in an Italian villa to spend the season together, basking in warm, cosy scenes where they enjoy a group dinner and then watch a movie huddled together on the floor. Two more episodes, yet to be released, will feature casts from China and Korea respectively, likely also highlighting the beauty of gathering with loved ones. The short film, directed by Barbara Anastacio, can be viewed on the Ferragamo website.
For its 2021 global holiday campaign, Ralph Lauren takes a trans-border, trans-cultural approach to the holiday season, emphasising the universality of our desire for love, family and togetherness. Hailing from cities like Shanghai, Paris, Dubai and Vancouver, eight families share their own stories and highlight what this time of gathering means in their own personal context, while clothed in warm pieces from the holiday collection. Showcasing diverse traditions, celebrations and ways of gathering together, the campaign encourages viewers to find family wherever they go.
Tiffany & Co.
In line with its reinvention effort to become ‘Not Your Mother’s Tiffany’, Tiffany & Co. digs out its 1961 Tiffany’s Table Manners for Teenagers and subverts it with a new, updated set of rules. Declaring that ‘If there was ever a time to behave, this is not it,’ the holiday campaign shows a prim disciplinarian unsuccessfully imparting the 60s etiquette wisdom to a group of unruly diners, eventually succumbing to the freedom of forgetting the rules and letting loose for the festive evening.
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Louis Vuitton goes groovy this holiday season with the upbeat campaign ‘Holiday House’, dreamt up by Oscar nominated creative director Roman Coppola. The video stars house ambassador Stacy Martin as she steps through multiple settings, from memories of childhood playtime and ski slopes to dream-like Louis Vuitton worlds and disco themed parties complete with retro dance routines. As Candi Staton’s “Young Hearts Run Free” plays in the background, we see Maison icons as well as new pieces displayed, from the classic Louis Vuitton trunks to metallic high-performance skiwear.
Feature photo: Versace