The Best Co-Ed Fashion Ad Campaigns of the Spring 2024 Season
As fashion wrestles with questions about the role of luxury, an increasingly corporate structure that demands sales results, and increased social expectations and economic uncertainty, recent seasons have seen a renewed investment in and focus on clothing itself, with major heritage houses especially returning to the archive rather than looking ahead. This season especially, we saw this introspective focus extend to many major ad campaigns as well, with brands using this primary mode of communication to primarily express an accessible and wearable design character.
But don’t think that means that this season’s campaigns were overly boring or uninspiring: we saw plenty of strong approaches that, while they may have been relatively straightforward, made great use of setting, styling, and an art director with a distinct perspective to craft portraits of people and clothing that speak volumes without being loud.
Bottega Veneta, for example, made a great use of setting with its campaign that put Matthieu Blazy’s vision of contemporary craft in unexpected conversation with the colors and surrealist shapes of playgrounds across Tokyo. Jil Sander, Burberry, and Dolce & Gabbana similarly drew an elevated street-style energy from an on-location approach, while Balenciaga broke down the idea of setting itself.
Prada, meanwhile, eschewed setting altogether. The series of deceptively simple portraits by Willy Vanderperre formed a kind of self-aware reflection on the narrative of a runway show, putting every runway look into an almost yearbook-like format for a direct yet maximal expression of Prada’s singular take on dressing.
Here are The Impression’s picks for the best co-ed fashion campaigns of the Spring 2024 season as selected by our editorial team.
Balenciaga
Balenciaga Creative Director | Demna Gvasalia
Photographer | Jitka Hanzlová
Models | Ella Gvasalia, BFRND, Linda Loppa, Eliza Douglas, Renata Litvinova, Krish Ghai, Tommy Blue, Noureddine Boudaakat, Simone Embrack, Bibi Hoad, Jay Pak, and Khadim Sock
Bottega Veneta
Bottega Veneta Creative Director | Matthieu Blazy
Photographer | Alec Soth
Models | Diane Chiu, Walid Fiher, Imaan Hammam, Lara Menezes, Awar Odhiang, Douta Sidibe, Penelope Ternes, Daisuke Ueda, Kris Wardak, Haojie Qi, Shun Yoshida, and Li Cheng Yuan
Hair | Duffy
Makeup | Hiromi Ueda
Casting Director | Anita Bitton
Location | Tokyo, Japan
Burberry
Burberry Creative Director | Daniel Lee
Photographer & Director | Tyrone Lebon
Talent | Amelie Steele, Bukayo Saka, Damon Albarn, He Cong, Iris Law, Jessie Buckley, Jourdan Dunn, Jun Ji-Hyun, King Krule, Matthew Ball, Naomi Janumala, Neneh Cherry, Rachel Weisz, Rakim Janneh, Ramla Ali, Rittika Ray, Slew, Son Heung-Min, Stevie Sims, and Tems
Location | London, United Kingdom
Ferragamo
Ferragamo Creative Director | Maximilian Davis
Creative Director | Ferdinando Verderi
Photographer | Vanina Sorrenti
Models | Natalia Vodianova and Luca Lemaire
Stylist | Carlos Nazario
Hair | Virginie Pinto Moreira
Makeup | Thom Walker
Prada
Prada Creative Directors | Miuccia Prada and Raf Simons
Creative Director | Ferdinando Verderi
Photographer | Willy Vanderperre
Talent | Ajah Angau, Mica Argaranaz, Loli Bahia, Lexi Boling, Jolien Bosman, Oninyechi Chijoke, Sora Choi, Rejoice Chuol, Elise Crombez, Anica Cuca, Sanja Dalecka, Mathilde Denard, Dominika, Lina Emelianova, Farah, Selena Forrest, Elen Giunio, Nastya Honchrova Du Juan, Qin Lei, Julia Meseguer, Amanda Murphy, Julia Nobis, Ornella, Lila Pankova, Romi Peled, Eliza Petersen, Sascha Rajasalu, Laura Reyes, Alyosia Salamatina, Diana Skowron, Penelope Ternes, Denyse Tumukunde, Ilya Vermeulen, Freya Vervaet, Nikki Vrekic, Rianne Von Rompaey, Liu Wen, Anok Yai, Lina Zhang, Harris Dickinson, Kelvin Harrison Jr., Troye Sivan