SS20 ad campaigns that send a deeper message through fashion

We delve into key SS20 campaigns that go beyond conventional ideas of fashion advertisements to provoke a deeper thought or message.

Yes, Fall Fashion Week is in full swing with New York and London down and Milan shows just coming to a close. But let’s not forget the Spring/Summer 2020 collections that have freshly landed in-stores – and along with that, the SS20 advertising campaigns that we’re being fed with in our inboxes, social media feeds and on billboards everywhere.

During a time where fashion celebrities and super influencers rule, it’s not surprising that many of them appear across these brand campaigns. There’s Kaia Gerber for Loewe, J.Lo for Versace and comedian Naomi Watanabe for Kate Spade, just to name a few.

While these well-recognised names may draw the attention of some, it now takes an underlying message and artistic representation to retain the interest of mindful consumers. Here, we delve into key SS20 campaigns that go beyond conventional ideas of fashion advertisements to provoke a deeper thought or message.

Burberry

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Burberry’s Spring/Summer 2020 campaign showcases the brand’s fresh identity and visual language whilst highlighting its inclusivity with a cast of models from various backgrounds and ethnicities. Supermodels Bella Hadid, Gigi Hadid and Kendall Jenner are among the familiar faces of the campaign, alongside Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey and Mona Tougaard.

Set against a Burberry beige background, the campaign photos highlight key pieces for both men and women, including tailored pieces, trench coats and evening wear. Bags are also a prominent feature, including The TB Bag and Lola – which are inspired by founder Thomas Burberry – as well as the Pocket Bag. They may look like typical campaign shots, but it’s uplifting to see the house’s continuous efforts for greater representation in the fashion industry.

Gucci

Aptly titled “Of Course a Horse”, Gucci’s SS20 campaign stars (you guessed it) horses and their two-legged friends (read: humans) in ironic scenarios. Think horses riding on a plane, hitching a ride in a convertible and taking a swim in the pool. Meanwhile, their fellow humans are all dressed in Gucci designs, including tailored pieces, pleated and metallic dresses and copious amounts of accessories.

Set in sunny Los Angeles, the video campaign was conceptualized by Alessandro Michele, art directed by Christopher Simmonds and directed by Yorgos Lanthimos. What’s the big message? If you ask us, it’s that horses are cool, majestic and deserve more of our care and affection. Enough said.

Kate Spade New York

Following the announcement of their latest ambassador – Japanese comedian, actress and fashion designer Naomi Watanabe – Kate Spade New York has unveiled its first Spring 2020 campaign featuring her hankering after the brand’s popular Margaux bag. The campaign video captures Naomi in her natural, comical personality, perfectly matching the Margaux’s vibrant, colourful design.

“To us, Naomi represents all women. Her humor and love of life perfectly align with our brand values, and she makes our product shine. Together, we hope to continue inspiring multi-generational self-styled and self-motivated women to live their lives with substance, sophistication and a smile,” said creative director Nicola Glass. Indeed, we can’t think of a wittier and more self-assured personality to complement the brand’s DNA.

Loewe

Photo: Loewe / Fumiko Imano

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As part of its limited-edition publication for Spring/Summer 2020, Loewe has continued its ongoing partnership with Japanese photographer Fumiko Imano for its campaign featuring Kaia Gerber. The young supermodel is pictured in the serene grounds of the Peace Garden at Maison de l’UNESCO, Paris, together with the photographer and her imaginary twin.

Referencing the Japanese kabuki stage theatre, Kaia portrays the naïf whereas Fumiko and her fictional double play the aragoto villain stock character. The tranquil setting of Peace Garden evokes escapism in the heart of the French capital, echoing Imano’s homage to kabuki as an escape from the everyday world, explains Loewe. With the way things are looking in 2020, we could use a taste of escapism right now.

Louis Vuitton

For its Spring/Summer 2020 accessories campaign, Louis Vuitton collaborated with influencers Aimee Song, Aleali May, Marie Von Behrens and Devon Carlson on a series of photos and videos. Shot by Los Angeles-based photographer Julia Mayorova, the campaign portrays the influencers styling the brand’s silk scarves in various ways and angles, from the Downtown Loop to the French Braid to the Capucines Wrap.

The brand’s iconic Monogram is highlighted across the campaign, seen not only on printed silk scarves, but also on shawls, bags, small leather goods and fashion jewellery worn by the stylish personalities. There’s no hidden message here, but we’ve certainly picked up a few new ways to style a scarf along with our accessories.

Versace

Photo: Versace / Mert Alas & Marcus Piggott

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Remember that time when Jennifer Lopez broke the internet with the jungle dress she wore on Versace’s Spring/Summer SS20 runway? Well, the celebrity wears the same print in the brand’s new campaign that blurs the lines of public and private life through a provocative photographic essay on the power of the internet and its role in uncensored expression and self-love.

Captured by renowned photographer duo Mert Alas and Marcus Piggott, the campaign shows J.Lo and Kendall Jenner typing their names into a search bar – reflecting an age where we define our self-image by what we choose to portray online. Both women are seen wearing looks from the collection whilst surrounded by futuristic holographic scenes. It all begs the question: how much has the digital age influenced our need for self-expression?

24 Feb 2020

SS20 ad campaigns that send a deeper message through fashion

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