With the pandemic changing the world, the fashion shows are the next to take the digital step, with London announcing all shows will be held online until at least April 2021. The fashion houses have blown us away with their imaginative campaigns communciating important messages combined with creative designs, keeping up a sense of normality in a time that feels scary and uncertain. Here are some of our favourite this season:
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Artwork up for #auction includes backstage photography by @arnold_daniel. It and select items from the from the men’s and women’s #PradaFW20 shows and collections will be sold online from #October2 to 15. A collaboration with @sothebys, the sales will benefit educational projects led by @unesco. Discover more items via link in bio. Full catalogue coming soon. Campaign creative direction @ferdinandoverderi
Running a very unique campaign from the 2nd – 15th October, this is Miuccia Prada’s last individually-created womenswear campaign and therefore Prada have wasted no time on making sure it’s memorable. Prada are implementing something different with their AW 2020 campaign and have partnered with Sotheby’s to run a special online auction, with all proceeds being donated to UNESCO’s educational projects around the world. The ‘Tools of Memory’ auction features incredible items ranging from previously worn catwalk clothes to show invites and prints.
With a global pandemic bringing people of all walks of life together, the ‘Live to Love’ fashion campaign from Balenciaga is a wonderful, captured creation of special moments between friends and loved ones of all ags, Balenciaga’s AW 2020 fashion show is in contrast to its previous whose focus was centred on darkness and the video is beautiful, with music composed by Tom Hodge.
The Burberry AW 2020 pre-collection campaign features models Irina Shayk and Reece Nelson, where the idea of mirroring themselves is explored through powerful positioning and expression.
You might recognise a certain rising star spearheading their latest ‘IN MY CHOOS’ campaign. That’s right. Daisy Edgar-Jones, who shot to fame after starring in the TV series ‘Normal People’, showcases a variety of shoes from casual sneakers to stunning ankle boots embedded with crystals.
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A new type of creativity is unleashed for the #GucciFW20 campaign #GucciTheRitual. The self-portraits of the models are created from a brief to simply inhabit the looks by @alessandro_michele in their daily lives from the comfort of their own, intimate spaces and record themselves doing so, including @laminelo wearing a tailored jacked and shorts, with GG socks and leather moccasins. The campaign is art directed by @christophersimmonds with creative direction by #AlessandroMichele.
Gucci’s Fashion Week presentation allowed the audience to have a peep behind the show’s curtain to see what life was like backstage, and their campaign goes one step further. Named ‘The Ritual’, models were given the chance to wear their own every-day clothing items and capture themselves at home, effectively giving them control of the brief. Leaving the creative project very much in the hands of the models, a variety of photographic styles ensued using professional cameras, disposable cameras and smart phones, depicting everything from daily rituals to hobbies.
Which campaign is your favourite?