Ah, fashion campaigns. Those glossy, high-concept fever dreams that whisk us away from the humdrum of office life and plant us firmly into a world where every street is a catwalk.
2024 has been a stellar year for fashion campaigns, blending the fantastical with the fiercely real. With the arrival of autumn-winter, it’s time for fashion’s most prolific houses to take to the drawing board, conjuring up concepts and pinning down their next celebrity muse for AW24.
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Some have beaten others to the post. Versace announced Channing Tatum as the new face of the Versace Eros fragrances for men, Loewe enlisted the help of Daniel Craig in its latest knit-laden campaign, Miley Cyrus is continuing to head up Gucci’s Flora perfume collection, taking to the stage at LA’s Chateau Marmont to promote the beauty line; the list goes on.
What makes a captivating fashion campaign? It’s more than celebrity status, that’s for sure. The aim of the game is for brands to sell their product, bringing designer buys to the masses via the appeal of a familiar famous face.
While one may buy into a product because it’s endorsed by a celebrity, the difference between 'add to bag' or 'leave for now' depends on the artistry and how it is employed to spark emotion.
Upon seeing Billie Eilish for Gucci Eyewear, my immediate thoughts and feelings revolved around securing a silk headscarf and pink cat-eye shade stat. The images ushered in a new era of dark Hollywood romance, and I wanted a sartorial slice.
The summer-into-autumn transition has slowly started to take form, marking a new period for AW24 campaigns. So, we decided to analyse the crème de la crème of the season's best campaigns to date. Saddle up for some awe-inspiring visuals that are set to inform your winter-ready wardrobe.
On August 28, Jimmy Choo announced Winona Ryder as the face of its Autumn 2024 campaign, "Glamour Refined." Directed by Paris-based art duo Ezra Petronio and Lana Petrusevych, with photography by Petronio, the campaign channels the understated elegance of the late 1990s - an era synonymous with Ryder's iconic influence. Known for her roles in films like Beetlejuice, Edward Scissorhands, and Stranger Things, Ryder’s presence brings a compelling mix of charisma and style to the campaign.
The campaign features minimalist, gallery-like settings that emphasise Jimmy Choo’s signature footwear, bags, and eyewear. Creative Director Sandra Choi remarked, "Winona’s talent combined with her individuality and ‘90s legacy felt perfect to represent this collection." The Autumn 2024 collection revisits and reimagines Jimmy Choo’s heritage, with a focus on twisted classics, vibrant post-box red accents, and a playful behind-the-scenes video featuring Ryder.
BOSS Watches and Jewellery welcomed fashion powerhouse and supermodel, Naomi Campbell, as brand ambassador for its AW24 campaign. The collaboration marks the long-standing friendship between the model and the German fashion house. The partnership follows on from Naomi's runway and campaign appearances for the brand, in addition to the release of the BOSS x Naomi capsule collection earlier this year.
Inspired by the fluid lines of classic cars, Naomi is pictured wearing the new 'BOSS Grand Tour watch for Her,' designed to capture the essence and precision of sporting sophistication.
Versace is the latest luxury label to cause a stir with its AW24 campaign.
The Italian house enlisted the help of Channing Tatum to front its Versace Eros fragrance line for the autumn/winter period. Directed by Mert & Marcus, the sunset-drunk campaign clip shows the Magic Mike actor trying his hand at archery while battling some rather dramatic elements.
The campaign marks Channing's debut for the brand, who have previously pinned stars from Dua Lipa to Emily Ratajkowski as their celebrity muses. Eros Energy, the newest eau de parfum pour homme, draws inspiration from the Mediterranean coast, evoking images of Italian sojourns and European wanderlust. The campaign predates the actor's upcoming film Blink Twice, directed by Zoe Kravitz and starring Naomie Ackie
Prada's ever-green captivation with the fresh faces of Hollywood continues.
The brand's AW24 campaigns offered a clean, clinical alternative to the year's penchant for maximalism. Moving away from the notion of more is more, the campaign, titled 'Now That We're Here,' steered towards sharp silhouettes and timeless charm, celebrating dialogue as a form of intimacy.
Euphoria's Hunter Schafer, Triangle of Sadness' Harris Dickinson and Black Panther star Letitia Wright were shot by photographer Willy Vanderperre to promote the collection, which centred sleek accessories, impeccable tailoring and contemporary colourways.
Loewe didn't mess about when it came to its AW24 campaign planning.
Starring as the brand’s AW24 muse, former 007 Daniel Craig championed all things anti-chic. The LVMH-backed campaign showcased the actor decked out in grandpa knits, gaudy palettes and East Ender staples, from popped-collar leather jackets to loud fairisle knits. Dani Dyer, but make it fashion.The campaign makes a case for conventionally ‘unfashionable’ fashion. Shot by prolific Nineties photographer David Sims, the shoot pits the plimsoll-wearing 56-year-old in a totally new light, a hop, skip and a colossal leap from his signature sharply-fitting tuxes, Omega timepieces and hunky on-screen shirtless appearances.
Predating Daniel's internet-breaking appearance, Loewe pitted stars including Dan Levy, Alison Oliver, Kit Connor and Archie Madekwe as its pre-collection campaign muses. Lensed by Juergen Teller, who frequently works with the Spanish brand, the series of starkly natural images ushered in a new series of Loewe poster stars.
Miu Miu’s AW24 collection fused power dressing with nonchalant home lounging. Serving up a study in contrasts, from striped knits to masculine shirts, oversized blouson jackets and shorts, the campaign championed contemporary lifestyle via gender fluid silhouettes and accessory icons such as the Arcadie and Aventure bags.
Another A-listerless offering, the campaign shot by Alessandro Furchino Capria and styled by Lotta Volkova nodded to home comforts. Buttery leather mules, cashmere socks and boyish outerwear gems made for commercial yet casual autumnal must-haves.
Dior's creative director Maria Grazia Churi decided against a celebrity pin-up this season for her autumnal fashion drop.
Instead, domestic images of models decked in flapper-inspired golden beading, graffiti-clad beige trench coats and shapeless shift dresses culminated in the French fashion house's AW24 collection. Shot by Sarah Jones, the campaign took inspiration from the creative romance of 1967, reviving the revolutionary ready-to-wear ethos of the seminal Miss Dior line, originally pioneered during Marc Bohan’s tenure at the house. Fluidly feminine yet liberated silhouettes conjure the essence of this era, accented by by the plush Macronnage statement of the Dior Groove bag.
However, queen bee Rihanna fronted the brand's new fragrance campaign, stepping out in the Palace of Versailles’ Hall of Mirrors for the upcoming J’Adore parfums launch set to drop on September 1. Lensed by Steven Klein, the film celebrates the story of the fusional encounter between a pop idol and a legendary perfume.
Set amidst a honied, sun-drenched Topanga Canyon-style abode, Saint Laurent's latest AW24 campaign starring Bella Hadid platformed stylised compositions from within a warming home setting. Loose, finely knitted dresses complemented draped silhouettes and lace-trimmed négligée slips, infusing the visuals with an element of intimacy. Accessories ranged from caramel-coloured leather bags to chunky gold jewels. The brand's signature point-toe heel also made an expected yet covetable appearance. Anthony Vaccarello's love letter to high summers in the Hollywood hills.
Models included Dominic Sessa, Penelope Ternes, Rosé Park, Liu Wen, Frederic Bittner, Kiko Mizuhara and Bella Hadid.
Back in July, Chanel announced Daisy Jones & The Six star Camila Morrone as the brand’s latest poster girl for its autumn/winter 2024/25 pre-collection campaign. Photographed by Karim Sadli, the model-cum-actress embodied the elegance and golden Hollywood glamour of Chanel’s heritage in the collaboration - the first between the star and the luxury label.
Camila was pictured in a series of images for the 1940s-inspired shoot, which was replete with the house’s signature bouclé textures, decadent golden jewels, mini silhouettes, bows, swathes of velvet, chains and gothic lace.
However, new motifs were injected into Chanel’s latest collection, which materialised in the form of silk mousseline sets, black leather trims and modern sheer fabrics.
The model's partnership with the American underwear brand is a long-lasting one. Pictured for the autumnal campaign which dropped in mid-August, the older Jenner sibling aptly sported some blue jeans, a logo tee and an overshirt, paying home to the brand's signature designs.
Super soft undergarments pepper the campaign, alongside easy-wear denim heroes from jackets to jeans. Comfort is key, courtesy of sumptuous knits paired with everyday lingerie that spark excitement for autumn.
The brand also announced actress Greta Lee as the poster girl for its AW24 collection. In a campaign directed and shot by Mert Alas, everyday moments are seen through a new lens as Greta moves confidently through her day. The campaign is inspired by the electric energy of autumn in the city, evoking architectural textures and the color palette of a cityscape from dawn to dusk.
DKNY cryptically hinted at its upcoming AW24 campaign starring Kaia Gerber. The model was pictured in a clip shared by the house online sporting an all-black outfit and combat boots while perched in a library - a niche reference to her book club titled Library Science.
Other campaign images from the brand's AW24 offering included images of Kaia dotted around New York, serving up cosmopolitan chic in logo pieces, monochrome hues and American street style classics. New York heritage meets everyday hustle.
Kendall's been particularly busy this season, adding Tory Burch to her season's campaign itinerary.
The model fronted the brand's new fragrance campaign for its latest perfume Sublime. Notes of lather blended with delicate rose, Osmanthus flower, earthy vetiver and bright mandarin, the seasonal scent is set to be a hit among the fashion elite.
As for the Tory Burch fashion campaign, models include Vittoria Ceretti were captured in autumnal hues spanning caramels to chocolates while posing within a serene beachside setting. The brand noted that the AW24 collection is an exploration of silhouette and texture, and the evolution of signature accessories.
For Burberry's AW24 collection, creative director Daniel Lee enlisted the help of Lila Moss, daughter of Kate Moss and Maya Wigram, daughter of designer Phoebe Philo.
The campaign was shot in the Lake District, the UK’s largest national park and a UNESCO World Heritage Site. Naturally, this made for some epic landscape imagery and texture galore. Shearling coats, cosy knits and house tartan prints dominated the collection, all executed in earthy tones.
Chopard announced Bella Hadid as its latest muse for AW24. The model marked the collaboration online, writing: "Honoured to be the face and new global ambassador of @chopard! Thank you to the whole team, especially @chopardbycaroline – I love you 🤍"
The luxury Swiss brand is renowned for its high-end watches, jewellery, and accessories.
Kurt Geiger launched its AW24 campaign with Emily Ratajkowski on 29 August. The collection features a new range, the 'Chelsea' collection, as promoted by the 33-year-old model and author.
The campaign follows a fruitful year for the beloved brand. Kurt Geiger’s annual sales reached $466 million in the year ending February 2024, a 10 per cent increase from the year-ago period. Earnings increased by 34 percent, exceeding $50 million.
Anine Bing has unveiled its autumn/winter 2024 campaign featuring Kate Moss. The iconic model is seen holding the brand’s new Elly bag; an iconic symbol of the beloved label.
The new handbag collection emphasises sophistication through the highest quality of craftsmanship. Buttery smooth leather in autumnal hues meets with sleek lines and sharp angles to create the perfect transitional accessory.
On September 30, iconic denim brand Levi's announced a new campaign with Beyoncé. Following the release of LEVII’S JEANS, a track from COWBOY CARTER, the singer stepped into the role of protagonist in 'REIIMAGINE,' a campaign inspired by the legacy of the brand and the forward-thinking vision of the singer.
Drawing inspiration from Beyoncé’s innovative approach to art, culture and storytelling, the campaign reimagines classic Levi’s looks and films. In a series of chapters, the new campaign reinterprets several of the Levi’s brand’s most iconic advertisements, lensed by filmmaker Melina Matsoukas.
The singer said of the campaign: "I am honoured to work with Levi’s to create quintessential American iconography. Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength."
Emily Ratajkowski stars as the muse with the mostest for Self-Portrait's 2024 campaign. Crowned in the shoot as the brand's pageant winner, the model, author and activist is pictured in a high octane interior setting shot by Tina Barney. She sports a silver rhinestone dress with fishnet detailing with a crown and a life-size trophy.
The shoot marks the model's second campaign with the brand, following the duo's collaboration for the 'At Home, with Self-Portrait' series.
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