The Best Fashion Campaigns of 2023

Let’s look at which campaigns got our attention in 2023. I was going to write a lengthy intro but we are not mentally prepared for that yet. So let’s just plunge in.

In no particular order, we start off with a brand that we want to wear in 2024. For their 60th anniversary, Lacoste did a dual campaign, showing how they are worn from different locations such as Brooklyn to Seoul, and by multiple generations. TikTok is testament the global fascination with style over all ages and budgets, from Milan to Tokyo - and this campaign ties in well with what is happening on the world’s favourite platform. Globalisation of style, at any age, any city.

2023 belonged to Jacquemus. Simon Porte Jacquemus used Social Media to its full advantage, with his giant bags shown travelling through London to a bag inflating in a bay in the South of France, the place of his youth and inspiration. If you are not following him on Insta and TikTok, you should. Brilliant marketing, clever fashion shows - it is a feast. Simple ideas, executed brilliantly.

Loewe owned the luxury market this year. The world finally learnt how to pronounce their name. They did not have to do much for their campaigns, as their products spoke for themselves- original and quirky, no wonder their sales were sky high this year. Original design always wins. The flower top was a winner, getting them multiple magazine covers and editorials.

The only brand to dip into AI, Casa Blanca, did it in a fun way and did not over do it with prompts -it is sunny and still real enough to keep the human touch. I think we have seen enough amateurs prompting the hell out of Midjourney to last us a lifetime.

Lanvin cleverly tapped into the Gen Z malaise, oh the boredom from being so rich and beautiful. Called the “Modern Heroes” campaign, it is shot by Steven Meisel, the rebranding of Lanvin has been a massive success.

Our favourite campaign across Video and Print was most definitely the Ferragamo Renaissance campaign. We are so sick of kids shooting campaigns against old walls and used mattresses- we have had enough of real life, thank you. If you want us to drop six months salary on an item, make it alluring. The more time a brand spends on their campaign execution, the longer our eyes will linger, and the desire to purchase, will be ignited. There is just so much mediocrity on every platform, a brand’s effort is appreciated.

The brand we did not think we needed, Ferrari, has consistently given us reason to take note in 2023. With the movie out in January, simply called Ferrari, the brand should get more attention this year. Their designers have previous experience at Italian brands such as Armani, so the brand is as luxurious as the car.

There are two photographers you need to follow now : Elizaveta Porodina and Rafael Pavarotti. This Carolina Herrera campaign by Porodina, shows that the brand is still willing to take chances while the other American brands are looking tired. Yes, Herrera is South American, but her brand is built on NYC’s nightlife of the 70’s and 80’s, and we are glad they are not trying to keep the American “lifestyle” narrative alive. The American brands are struggling to stay relevant, especially on Social Media.

Pucci made a full “return” recently and is such a welcome change from quiet luxury. Beyoncé wore Pucci in her tour, Renaissance, which is great for the brand. We want to see more of this, it makes us happy.

One of Rafael Pavarotti’s campaigns was Alberta Ferretti featuring danish model, Mona Tougaard. It takes true talent to do a simple studio shoot, magnificently.

Dior continued to shine with every campaign they released, every runway show, every store opening. While Chanel and Louis Vuitton was strangely “meh” this year, Dior got it all right.

Another Rafael Pavarotti campaign we adore is Balmain. Creative Director Olivier Rousteing tapped into Pavarotti’s style, combining the rich, vibrant colour palettes of Balmain with his saturated shoot style.

One of the best fashion photographers since the 80’s, Paolo Roversi, shoots AMI Alexandre Mattiussi. Born in 1947, the Italian photographer is still very active from his Paris studio. Roversi’s style is so distinct but we never tire of his work.

Cindy Crawford was a muse for Alaïa in the 80’s- now her daughter, Kaia features in their campaign shot by Tyrone Lebon in an art studio in Los Angeles. While not personally are mad about Nepobabies, Kaia gets our nod of approval.

Not much info is available on this Christopher Kane campaign, except that Sharna Osborne shot it. It was the only campaign we found that tried something different.

Strictly speaking not fashion shoot but jewellery campaign, we have to credit Elizaveta Porodina again for Chaumet‘s “Golden Age: !965-1984” photography for the brands’s installation by the same name in Paris in 2023.

Kenzo did not amaze like they have done in previous years, but we appreciate that they kept to their brand ethos, Chinois Français, that we all adore.

Missoni has the massive task to take their beloved knit brand to a new audience and they have done so with a glamorous take on a night out. Shot by Theo Wenner.

Every Armani campaign was pure perfection, right across the Giorgio Armani to Emporio, men’s wear and every single image they delivered. Pure perfection. We loved the nod to their 80’s campaigns with the Emporio campaign shot in NYC. The 80’s vibes makes a comeback every years, but the 70’s styling is huge on TikTok.

Model Irina Shayk shot in studio with miniature sets, for Pinko -gets our approval. We have seen this before done in Photoshop but the set built by Peter Klein deserves attention. Shot by Brianna Capozzi .

Swarovski gets the power couple treatment from Steven Meisel and Pat McGrath. Perfection.

And, as Tom Ford retires and sold to Estée Lauder for a healthy amount in 2022, we are relieved that the brand is keeping its sex appeal. Now we wait for Mr. Ford to serve us a new movie.

Camper remained a talked about shoe brand with their men’s “dipped in plastic toe” shoe, hot on lips of those in the business. If you have worn Camper, you will understand the appeal of this brand. Quirky has never been this comfortable.

Etro was shot by Malaysian photographer Zhong Li, inspired by Pre-Rapheal portraits.

Vivienne Westwood’s widower Andreas Kronthaler produced a collection to honour her 81 year legacy. This campaign was shot in her hometown of Hollingworth, which one would not know if you did not research it. It is the only time one can approve a campaign shot with garbage bins. Maybe it could have been more obvious that the location was a nod to her birthplace, maybe it is fine that no one knew.

Maison Kitsuné is really interesting, visit their website at your own risk. Their Café Kitsuné Shop has everything from tea cups to tote bags, they have a music collection, colabs with different companies such as Samsonite. it is just a joy, all of it. Get your Credit Card out.

It remains to be seen if Sabato de Sarno, Gucci’s new creative director will continue to keep the brand on top, but his first show was only in September 2023. We watch and wait.

And no post will be complete without discussing Saint Laurent. The campaign was shot by Mario Sorrenti’s daughter, Gray Sorrenti, and gives us pure Saint Laurent. We are just surprised that Mario’s daughter is old enough to be a photographer!

Let the 2024 fashion games begin!