I know, I know, depending on where you live, it’s hovering somewhere between 10 and 45 degrees outside, but nothing gets us more in the mood for spring than when the ad campaigns arrive. Fashion is always at least a couple months ahead of the calendar, which means we are, too. In fact, we’re already planning all the pretty dresses, breezy trenches, and open-toed (!!) sandals we’re going to rock once things thaw out. Read on for the Spring 18 campaigns that have us most excited for a change in season, from Dior’s homage to a late feminist art historian to a Wim Wenders film for Jil Sander.
Starring Binx Walton, Vittoria Ceretti, and Cara Taylor, Ferretti’s Mario Sorrenti-lensed campaign has us prepped for shine, sequins, and the kind of Easter egg color palette that suddenly feels so right between April and June.
Designer Simon Porte Jacquemus draws much of his inspiration from a childhood spent in the sun-drenched south of France, but based on the size of that sunhat, you probably already knew that, right? I’ve never needed a vacation more than after looking at this blissful, beachy image.
Jil Sander’s first campaign under husband and wife creative director duo Lucie and Luke Meier is actually a short film called “Paused By” created by famed director Wim Wenders. Shot in Berlin and inspired by the romance of thrillers, it’s divided into five chapters, each with better clothes than the next.
In keeping with creative director Maria Grazia Chiuri’s recent feminist leanings, Dior’s Patrick Demarchelier-lensed campaign features model Sasha Pivovarova clad in everything from sequins to Breton stripes (the shirt reads “Why Have There Been No Great Women Artists?” which is the title of a seminal essay by art historian Linda Nochlin, who died last year), posing with portraits she painted herself.
From Gigi Hadid to top models like Adut Akech, Aurora Talarico, Felice Noordhoff, Oumie Jammeh and Rianne Van Rompaey, Valentino didn’t skimp on the talent for their campaign, which was shot by Dutch duo Inez van Lamsweerde and Vinoodh Matadin. But what we love about it is all the rich color. From those sweeping silk gowns to that bold eye shadow, these photos have us ready to chuck our all-black wardrobe for good.
Ah, Gucci. Will there ever be a fashion-related ‘best of’ list without you again? I hope not. Gucci creative director Alessandro Michele incorporated art into his spring campaign as well, tapping Spanish painter Ignasi Monreal to insert the brand into scenes from various fairy tales like Alice in Wonderland and Snow White. The images also make good use of the art historical canon, riffing on everything from Hieronymus Bosch’s The Garden of Earthly Delights to a symbol called the “Hand of the Philosopher.” When did fashion get so smart?
It’s hard not to love anything starring the original Supers, and Versace’s campaign, which boasts Naomi Campbell, Christy Turlington, and Gisele Bundchen, is no exception. Shot by Steven Meisel, it references the brand’s star-packed runway at their spring 2018 show, which featured Campbell along with Carla Bruni, Claudia Schiffer, Naomi Campbell, and Cindy Crawford. Fittingly, Crawford’s daughter Kaia Gerber also features in the campaign.
Everyone loves Proenza Schouler, and Tyrone Lebon’s campaign, starring Mariacarla Boscono, is a testament as to why. With a decidedly lo-fi aesthetic and a carefree approach to both styling and nudity, creative directors Jack McCollough and Lazaro Hernandez are clearly committed to keeping the brand approachable, even after relocating their headquarters from New York to Paris.
When did Coach get so cool? When Stuart Vevers took over in 2013, for starters. Having people like Selena Gomez and Chloe Grace Moretz hasn’t hurt either. This Steven Maisel-shot campaign, which stars Gomez, is just so pretty. I mean, the light, the location, the clothes! Does anyone have a fancy fire escape I can come sit on?
Helmut Lang, conversely, has always been cool—and cooler now that Shayne Oliver, formerly of Hood by Air, is at the helm. Photographed by Nicolai Howalt, this campaign trafficks in the edgy, ultra-minimalist aesthetic that has made Lang so influential, but with a dash of new, offbeat energy. That bra, for example, is actually a purse (how convenient!), and if you look very closely, you can see that the model is crying. Tears of joy, maybe?
Is there anyone who embodies Saint Laurent’s high-end rock n’ roll vibe better than Kate Moss? Probably not. Everyone’s favorite ’90s supermodel is front and center in black-and-white imagery by David Sims and two short videos directed by Nathalie Canguilhem. Alright, off to go glue feathers to the ends of my bell-bottoms now!
Actual goddess Solange reportedly handpicked a group of musician pals that include Dev Hynes, Kelela, and Caroline Polachek to star alongside her in this Willy Vandeperre-shot Calvin Klein campaign, which, of course, bears the tagline #MyCalvins.