Every season, fashion houses unveil campaigns for their latest collections. With celebrities, models of the moment and atypical settings, the brands compete in creativity to showcase their products and their image. Let’s take a look at the spring-summer 2024 campaigns.
Edie Parker
The recent collaboration between the Edie Parker and St. John brands is embodied by an actress well known to millennials and Gen Z. Leighton Meester, unforgettable Blair Waldorf in the American series Gossip Girl, which ran from 2007 to 2012, lends her features to this campaign, directed by Christian Soria.
Dubbed “Tweed Burn”, the collection imagined by St. John and Edie Parker features two limited-edition bag models, the Burn clutch and the Burn shoulder bag. As the name suggests, the collaboration highlights tweed fabric, and for the occasion imagines two distinct knits: a multicolored blend anchored in neutral tones with bursts of bright color, and a textured weave between complexity and elegance.
In a nod to her character as a socialite accustomed to frequenting New York palaces, Leighton Meester poses alternately in a hotel bathroom or at a restaurant. She appears wearing a babydoll-inspired satin and lace dress, as well as more chic tweed ensembles. Synonymous with elegance, the young woman is also photographed in a little black dress sublimated by a superposition of pearl necklaces.
The bags in the collection accompany her throughout the shots. Perfect accessories to complement her outfits, they feature a surprising detail: the bags are equipped with a retractable lighter case, with which the actress doesn’t hesitate to play, gazing determinedly at the camera.
Miu Miu
For its Spring-Summer 2024 handbag campaign, the Miu Miu brand called on one of the hottest models of recent years, Gigi Hadid. In a resolutely retro mood, the supermodel sported a bob, the short haircut of the moment. The series of portraits by renowned photographer Steven Meisel features the Italian label’s Arcadie and Wander models.
The campaign is directly inspired by the work of Madame Yevonde, a British photographer renowned for her use of color in her portraits. Imbued with nostalgia, Gigi Hadid’s shots take on a 1930s feel, thanks to the pastel shades of the backdrop.
Retro inspiration is also evident in the ensembles worn by the model and chosen by stylist Lotta Volkova. Whether a simple cardigan or a floral halter-neck dress, each piece showcases quilted leather handbags. Presented in vibrant shades of orange, yellow and brown, the structured, modern shape of the Arcadie and Wander models creates a harmonious contrast.
Coperni
Ready-to-wear accessory brand Coperni orchestrates an intriguing new campaign. Photographed in the analytical environment of the Laboratoire National de Métrologie et d’Essais in Trappes, the Spring-Summer 2024 collection is embodied by model Lulu Tenney.
Karim Sadli’s shots combine fashion and music, featuring horns and other brass instruments. Their flowing curves reflect the pure elegance of Coperni silhouettes, styled for the occasion by Helena Tejedor. The precision and volume of the cuts blend perfectly with the backdrop, creating a hypnotic effect.
Lulu Tenney’s natural charm is enhanced by an understated beauty routine. Her refined hairstyle highlights her features without distracting from the pieces in the Coperni collection. Enhanced by the golden glow of instruments or a metallic corset, the American supermodel’s porcelain complexion gives her a subjugating beauty. Once again, Coperni proves its ability to imagine refreshing campaigns in keeping with the brand’s innovative DNA.
Michael Kors
Affordable ready-to-wear brand Michael Kors, the epitome of American glamour with an uninhibited jet-set spirit, has enlisted the services of photographer Mert Alas, with Trey Laird as creative director. The appointment coincides with the 20th anniversary of the MICHAEL Michael Kors line.
The images transport us to the sun-drenched shores of Malibu and the bustling streets of Los Angeles. Sand, sea, pool and sky provide the backdrop.
With clean lines and saturated hues, the campaign unfolds against a backdrop of sand, sea and sky, a poetic ode to the brand’s ethos. In addition to the faces of Africa Garcia, Aivita Muze and Anthony Thomason embodying the spirit of confident, adventurous fashion enthusiasts, the Colby and Tribeca shoulder bags are the undisputed stars of this campaign with its 80’s accents revisited in 2000.
© Michael Kors
Oversized blazers, faded denim and sensual swimwear are also featured, while zebra print holds the title of motif of the season.
Ferragamo
To stay cool, there’s nothing like opting for semi-darkness, with a few sunny rays showing through the doorway. This is the approach taken by Ferragamo’s latest campaign.
Showcasing an effortless elegance that bridges the gap between Caribbean and Italian culture, the transalpine shoe manufacturer called on supermodels Natalia Vodianova and Luca Lemaire. The accessories feature flashes of azure blue, as in the Hug bag.
© Ferragamo
The collection was conceived and designed by Artistic Director Maximilian Davis – born in Manchester of Trinidadian and Jamaican parents, and in post since 2022 – and photographed by Vanina Sorrenti.
Celine Plein Soleil
In a nod to René Clément’s cult film of the same name, Celine repeats its summer chapter entitled “Plein Soleil”, again with a black-and-white rendering.
Shot by Hedi Slimane in Sorrento, Italy, along the Amalfi coast, the campaign features magnetic model Lulu Tenney in a seaside spirit with urban accents. The artistic director immerses us in his signature 1970s style, where the nonchalant sophistication of Saint-Germain des prés meets the radiance of the Côte d’Azur.
© Celine
Sandals, espadrilles and sunglasses take center stage. But the Triomphe bag is also in the spotlight, revisited in wicker, textile or natural leather versions with braided details. The Victoire and Claude bags, with their clean lines, complete the ensemble with elegance. In a bohemian chic and sporty spirit, the style is resolutely casual with a light jacket, bikini top or denim skirt. And that’s not counting a cozy sailor sweater to ward off the bracing sea air.
Last but not least, the campaign highlights a new Missoni savoir-faire: raffia braiding.
Missoni Eyewear
Directed by photographer Dan Beleiu, Missoni’s eyewear campaign features models Ana Portela and Valeria Buldini.
The silhouettes are bold and the colors vibrant, while the emblematic elements of the Italian House can be seen. The range includes a wide variety of styles, from mask sunglasses with gradient lenses that offer an elegant, futuristic look to oval-shaped frames.
© Missoni
This season’s offerings follow the brand’s recent beachwear campaign featuring supermodel Irina Shayk. Styled by Lorenzo Posocco, the frames are paired with iconic prints and bright colors that reflect the warm season.
In a campaign that mirrors the fashion and accessories collections, the silhouettes stand out perfectly against the cobalt-blue background.
Viv Canard by Roger Vivier
For its spring-summer collection, French shoe specialist Roger Vivier – owned by Tod’s Spa – called on Marion Barbeau, first soloist at the Opéra de Paris, in the majestic setting of the Château de Champlâtreux (Val d’Oise).
In this staging conceived by Gherardo Felloni – the Maison’s artistic director since 2018 – alternating shots at ground level or via a magnifying fisheye lens, the pastel hues of the shoes, bags and accessories collection bring a soft elegance to the dazzling 18th-century decor.
© Roger Vivier
The campaign features the Viv Canard model, designed to be Roger Vivier’s new timeless shoe and recognizable by its shape reminiscent of a duck’s beak.
Bottega Veneta Capsule Solstice
Bottega Veneta has been part of the Kering Group (then PPR) since 2001. Its latest summer capsule campaign, photographed by Louise and Maria Thornfeldt, features models Anok Yai, Badhiel Lony Nyang, Haroon Sherzad, Isaiah Zacarias, Pasquale Nappi and Penelope Ternes. They are immortalized in the relaxed, casual setting of a dreamy seaside.
© Bottega Veneta
Accessories for the Solstice capsule collection include sunglasses, knitwear, beach towels, sandals and, of course, a selection of bags, namely the Kalimero Citta, Clam and Andiamo models.
© Bottega Veneta
Jacquemus – Sculptures
“Strike the pose”
Simon Porte Jacquemus continues with his inspiration linked to the world of sculpture, this time in homage to the tapered silhouettes of Alberto Giacometti. His work Les Femmes de Venise, exhibited at the Fondation Maeght, an art gallery a stone’s throw from Nice, provided the backdrop for the French designer’s show.
Photographer Théo Le Gueltz was sent to capture Dutch supermodel Imaan Hammam for this campaign, which combined culture with the kind of comic absurdity the southerner is famous for.
© Jacquemus
The latter, perched on her pedestal in the city streets or against a white backdrop, plays the role of flashmob statues, re-enacting in turn an odalisque or a madonna.
Read also > Supermodels: timeless icons before Instagram
Featured Photo: © Miu-Miu
