While some blogs are still analyzing 2015, its best moments and conclusions, I prefer to look ahead and start decoding 2016 fashion and luxury trends through the firsts SS16 advertising campaigns.
MINIMALISM vs. OVERLOADED STYLE
Gucci - shot by Glen Luchford in Berlin
Clean, plain and monochrome activewear has stablished itself as one of the bests sold products of 2015. That was the year to launch your brand or new line of sport’s clothes. Of course, this trend will remain with us some more years, as having a healthy/bio life looks as a must, since Instagram exists. Nevertheless, Alessandro Michele is one of the designers that is challenging fashion minimalism with Gucci’s new aesthetic, which is inspired by wanderlust, decadence, whimsy and all things vintage and he makes it clear in the brand’s SS16 advertising campaign.
Dolce & Gabbana - shot by Domenico Dolce
While Gucci surprises us with this turn in their game, it seems that Dolce & Gabbana isn’t finished playing with jam-packed imagery (see Dolce & Gabbana Fall 2015 campaign), and gets to include even more visual elements in its latest advertising campaign. The images show a beautiful chaos of chinese tourists, selfie-taking locals, colors, food and even soldiers in a typical italian street.
USA – THE MARKET TO LOOK AT
Givenchy - shot by Mert Alas and Marcus Piggott
The fever around China and other emerging countries has dropped due to economic disappointments, and in 2016 brands like Givenchy put an eye on one of the most powerful market, USA.
During New York Fashion Week in September, Givenchy showed its “strong ambitions” for the market. They are also planning to open new boutiques in Miami, Orange Country and Beverly Hills, and they have recently hired Laura Dubin-Wander as Fashion Brand President for the US.
Besides transmitting a message of love (see poem written at the bottom), their Spring Summer 16 advertising campaign reflects Givenchy’s American desires by showing up to 27 models in lower Manhattan.
Chanel - Shot by Karl Lagerfeld
Taking into account that last September, Karl Lagerfeld transformed Paris’ Grand Palais into an airport, we could imagine that the campaign would be shot in a more exotic location. However, Chanel chose Brooklyn as the spot to shot their spring-summer collection. The story shows models Mica Arganaraz and Lineisy Montero as travel companions, exploring the outer boroughs of New York for the first time—Instagramming every moment along the way.
THE FALL OF THE INSTAGRAM CELEBRITY?
Balmain - shot by Steven Klein and starring 90's super models.
Olivier Rousteing’s collection seemed to be designed for the Kardashians. It wasn’t hard to think, as Balmain’s young creative director’s friendship with the celebrities covers all his personal and professional life steps. He tapped at least three times the Kardashians for advertising campaigns (Sisterhood, #HMBalmaination and Army of Lovers) not mentioning his multiple Instagram posts with Kendall Jenner, Gigi Hadid, Jourdan Dunn, and other social media sensations.
So what a nice surprise when he brings supermodel pros Naomi Campbell, Cindy Crawford and Claudia Schiffer for Balmain’s just-released spring 2016 campaign. What’s wrong here? Mr. Rousteing doesn’t post a single picture with one of his besties in a while, and now this?
But the truth is that some Instagram celebrities’ influence is huge. What started with Cara Delevigne, and continued with Gigi and Kendall, won’t end because of some critics and a gorgeous replacement from their fav creative director…
FIGHT FOR JUSTICE THROUGH FASHION
Valentino SS16 campaign shot by Steve McCurry in a Maasai village
Valentino African-Oriented Spring Summer 2016 collection received many critics, and started a strong debate about diversity among Fashion Models. The public opinion said how come all the models where caucasian if the collection was clearly inspired in traditional tribes looks.
Chiuri and Piccioli, actual creative directors of the Maison, refused to abandon the collection’s concept, but they took public opinion into account. They have recently released a brilliant advertising campaign that shows an imaginary world where African women elegantly wear Valentino dresses in their environment – A mix between wildness and excellence, nature and fashion.
Mac Jacobs SS16 campaign shot by David Sims
What does it matters if it’s a man or a woman? They said that Barbie was a girl’s toy, and last year’s commercial showed a boy and two girls playing with them. Why handbags are just for women?
Unisex fashion, accessorizes and perfumes are at the peak of the trends. Androgynous luxury products are being demanded by the coolhunters and trend setters, and soon, it will all be about it – See Byredo, Acne Studio etc.
If you look at Marc Jacobs ad, you would see a girl whose hair doesn’t match with the outfit, but what if I tell you that she was born a boy? Marc Jacobs chose transgender director Lana Wachowski for its recent campaign (to be unveiled in full next month). Jacobs also hinted that these images could be a landmark moment in fashion, promising to spotlight a “spectrum of individuals… which personify this collection of fashion through their individuality. Collectively, they embody and celebrate the spirit and beauty of equality.”
Jacobs has hit the top of this social issue, and as he said, he is not done for his SS16 advertising campaign. Stay tuned 😉
And you? Which undercover messages and trends do you see between these photos? Here more images from these amazing campaigns…
Have a wonderful week.