{"id":17000,"date":"2023-09-15T23:05:27","date_gmt":"2023-09-15T21:05:27","guid":{"rendered":"https:\/\/magazine.luxus-plus.com\/8-back-to-school-fashion-campaigns-that-caught-our-eye\/"},"modified":"2023-09-15T23:56:38","modified_gmt":"2023-09-15T21:56:38","slug":"8-back-to-school-fashion-campaigns-that-caught-our-eye","status":"publish","type":"post","link":"https:\/\/magazine.luxus-plus.com\/en\/8-back-to-school-fashion-campaigns-that-caught-our-eye\/","title":{"rendered":"8 back-to-school fashion campaigns that caught our eye"},"content":{"rendered":"

In September, in the fashion press, on the Internet or on bus shelters… the campaigns of the most emblematic luxury brands are annexing ever more territories and our attention spans. This season, more than ever, luxury is asserting its status as a cultural product, with autumn-winter campaigns that are more cerebral and documented than ever.<\/h4>\n

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Long disparaged by advertisers as nothing more than an augmented product packshot, luxury campaigns are getting a makeover.<\/p>\n

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For the Autumn-Winter 2023 collection, it’s a question of cultural renaissance, with Ferragamo paying direct homage in its own way to the Italian painters of the Quattrocento. Or on a more contemporary note, with Versace, which resurrects the supermodels of the 1980-1990s, in the wake of the September issue of Vogue and the Netflix documentary dedicated to the phenomenon of these powerful women.<\/p>\n

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It’s also a stylistic renaissance with Jacquemus, who, with Gigi Hadid, the supermodel adored by millennials, offers a rejuvenating bath full of playfulness and surrealism.<\/p>\n

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For the back-to-school season, Luxus Plus has selected eight fashion campaigns to help you get up on the right foot on office day and prepare for your rigorous to-do list.<\/p>\n

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Versace<\/h2>\n

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The revived Italian fashion house is experiencing an unprecedented fetishization<\/strong> on the part of the younger generation, fueled in particular by the broadcast on Arte of a documentary devoted to its Medusa and inheritance story.<\/p>\n

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After proposing the absolute antithesis of Quiet Luxury, anticipating the fuchsia pink of the Barbie blockbuster for its summer fashion show La Vacanza, starring singer Dua Lipa from the pool-mirror of the Ch\u00e2teau de la Croix des gardes, on the heights of Cannes, it’s time for a more austere rendering around the silhouette, between shadows and light<\/strong>.<\/p>\n

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This season, photographic duo Mert Alas and Marcus Piggot<\/strong> chose to capture the 80s Power Dressing spirit<\/strong> – complete with decaying shoulder pads – on a floor of models including Gigi Hadid, Karolina Spakowski, Angelina Kendall and Anok Yai. In other words, a choral vision of the house’s heritage of both historic icons and New Faces<\/strong>.<\/p>\n

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\u00a9VERSACE, Photography by Mert and Marcus<\/figcaption><\/figure>\n

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The campaign alternates between very Newtonian black-and-white studio shots<\/strong> (Helmut, by the way), and color shots in Versace’s classic palazzo<\/strong> in Via Ges\u00f9 12, Milan.<\/p>\n

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The result reflects the identity of the Versace woman, a story of power, tailoring spirit and attitude.<\/strong><\/p>\n

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Versace<\/figcaption><\/figure>\n

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As the Italian House’s iconic designer Donatella Versace declares, “On set, I loved that the models felt strong, empowered and fierce<\/strong>, exactly how you should feel when you wear Versace.”<\/p>\n

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