As January comes to a close, we take a look at the Spring/Summer 2020 campaigns unveiled by fashion brands all this past month.
Among this season’s best campaigns are those by Louis Vuitton and Zegna, both of which framed masculinity in a new light. (Modern masculinity was also a key theme at the recent men’s fashion week.) Some campaigns were shaped by their settings instead; see the sublime landscape of Saint Laurent’s Summer 2020 visuals, or Gucci’s surreal tour of Los Angeles. There was also a good dose of humour, served up by Givenchy and Moschino through witty scripts, surprise cameos and good old-fashioned camp.
Explore them all and more in our round-up of must-see fashion campaigns for S/S 2020 below.
No other brand played up the dramatics like Givenchy did with its new campaign. Teased through an addictive clip of veteran English actress Charlotte Rampling slapping Marc Jacobs, the campaign features the two in an acting masterclass. Jacobs, being a fashion designer, inevitably fails to meet Rampling’s award-winning standards — but his tongue-in-cheek attempts are nonetheless worth the watch.
For Saint Laurent’s Summer 2020 campaign, Anthony Vaccarello’s western-inspired designs find themselves at home against a rocky desert landscape. The images, shot by Juergen Teller, perfectly embody the bohemian spirit of the collection. And who better to front the campaign than Zoë Kravitz, the queen of boho chic herself? Donning pieces like a gold paisley embroidered dress and a chiffon blouse, the actress takes a walk on the wild side.
Longchamp, too, set out to the desert this season. Its S/S 2020 campaign brings to life the collection’s theme of a solar journey from dawn to dusk, fronted by none other than Longchamp ambassador Kendall Jenner. The real star of the campaign, though, is Longchamp’s versatile Roseau bag, which takes on many forms throughout the images.
Versace’s jungle print dress — the one that created Google Images when Jennifer Lopez wore it, and then broke the Internet when she walked the runway in it almost 20 years later — is at the heart of the brand’s S/S 2020 campaign. Starring J.Lo (duh) and Kendall Jenner in pieces bearing the iconic print, the images take on a sci-fi mood as the two look themselves up on a holographic screen. How meta.
No other celebrity ruled this season like Jennifer Lopez. (No, not even Frank Ocean.) On top of her Versace feature, the triple-threat also bagged her first campaign for Coach. Alongside actor Michael B. Jordan, J.Lo reminded everyone that she is still Jenny from the block in a series of vivid images set around New York City.
For S/S 2020, Maria Grazia Chiuri looked to Dior for inspiration. Not Christian, but Catherine — the designer’s sister and an ardent gardener. Chiuri’s collection was rife with botanical references, seen in floral embroidered pieces, raffia frocks and summer-ready straw hats. The rich texture of these pieces take centre stage in Dior’s otherwise minimal campaign, shot by Brigitte Niedermair.
Big hair, big lights and even bigger voices make up Moschino’s campy homage to 1980s girl groups. Tyra Banks even makes a special appearance in the campaign to introduce “Moschinorama”, a glam rock band comprising models Kaia Gerber, Imaan Hammam, Adut Akech, Gigi and Bella Hadid. Watch them put on a high-octane performance of Karla DeVito’s “Cool World” in a campy clip that has Jeremy Scott written all over it.
While Moschino has its rockstars, Miu Miu has its artists. Bella Hadid and Lila Moss portray members of the brand’s all-female artist colony set in Casa Corberó. Or, “happy house”, as goth icon Siouxsie Sioux sings throughout the campaign video. Miu Miu’s S/S 2020 collection featured crafty touches (think paint-splattered fabrics and mismatched buttons), which are echoed in the campaign as the models get hands-on with artistic activities like painting.
Gucci continues to champion the bizarre with yet another campaign featuring animals. More specifically horses, which are a symbol of freedom — a key theme of the Italian brand’s S/S 2020 collection. Indeed, horses were free to roam all around Los Angeles with the models in the campaign, shot by The Favourite director Yorgos Lanthimos. Lanthimos, whose own quirky vision aligns with Alessandro Michele’s, somehow managed to capture horses in a car, in a pool and at a gas station for his surreal images.
Coming back to reality, Zegna answers the question it posed in its #WhatMakesAMan campaign with this season’s visuals. According to the brand, modern men should have a purpose that goes beyond themselves and helps to shape the future. Think acts of philanthropy, or being socially and environmentally responsible. Once again, Oscar winner Mahershala Ali and Hong Kong singer Nicholas Tse reprise their roles as faces of the brand, sporting contemporary tailored looks in Zegna’s S/S 2020 campaign.
Virgil Abloh, too, concerned himself with the topic of masculinity this season. His angle? Boyhood, which he translated through care-free visuals for Louis Vuitton’s menswear campaign. In them, models are depicted flying kites, picking flowers and enjoying the beach — a refreshing alternative to the too-cool streetwear fans and the suited up businessmen.