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The must-see FW18 campaigns

From the compulsive collectors of Gucci to Bella Hadid and Kendall Jenner in the western version for DSquared2

The must-see FW18 campaigns  From the compulsive collectors of Gucci to Bella Hadid and Kendall Jenner in the western version for DSquared2

Let's take a look at the most beautiful, interesting, cool and innovative FW18 advertising campaigns: from the compulsive hoarders of Gucci to Bella Hadid and Kendall Jenner in a western mood for Dsquared2, from Elle Fanning for Miu Miu to the eccentric hunt of Palomo Spain, from Kate Moss in the waves to the Moschino aliens.

Despite some exceptions, this season pseudo-classic portraits seem preponderant, in which models and small details suggest the story to tell.



After having explored distant galaxies with alien creatures, visited a gallery of contemporary paintings and brought us back in 1968, Alessandro Michele presents us a new tribe of outsiders: the compulsive hoarders.

From art lovers to those who go crazy for the teddy bears, from those who collect flies and butterflies to those who dig up porcelains and ceramics in vintage markets, the images by Glen Luchford for Gucci shot a group of eccentric characters in their Wunderkammer, between stratification of references, reworking of the past and passion for art.

Just another piece of the intricate imagery that Michele taught us to love.


Miu Miu

Elle Fanning returns for her third consecutive season as the face of Miu Miu: in the FW18 campaign she stars in a series of images in a 1960s suburban setting shot by Alasdair McLellan

The actress Rowan Blanchard, sisters Adwoa and Kesewa Aboah, Georgia May Jagger, Ariel Nicholson and Zoe Thaets sit sluggish on velvet armchairs and embroidered rugs, posing in a vintage living room like modern Betty Draper.

The ultimate girl gang.



Prada chooses Willy Vanderperre's lens for its new advertising campaign called Neon Dream.

With the background of Las Vegas and its neon signs and acid colors, stars the American model Amanda Murphy who embodies a strong and self-confident woman even in the dark, interspersed only by pink, red, orange and fluorescent blue accents.

The iconic heels with the flame could not be missing in Olivier Rizzo's styling. 




Steven Meisel portrays topmodel Stella Tennant immersed in the reading of one of the classics of Spanish literature, the Don Quixote by Miguel de Cervantes: the book is bound by Loewe and on the cover features a photograph shot by Meisel originally published on Vogue Italia.

In the second movie-inspired image of the campaign, Stella Tennant and Elise Crombez, wearing red wigs, are locked in an old-style elevator.




Bella Hadid and Kendall Jenner transform into clones of Dolly Parton, with big hair, jeans and checked shirts, for the new western-style advertising campaign of the brand shot by Mert Alas and Marcus Piggott.

Bella and Kendall, the latest version of Thelma & Louise, are the protagonists of an adventure movie... 

“Somewhere off a highway in the mid-West, a duo of bad girl check into a motel room; their hair swinging over the collar of their checked shirts. They call up their guys (Thomas Hackett, Andrea Quaranta, Oliver Sonne e Bram Valbracht) for an in-room party.”


Raf Simons


Last February Raf Simons presented in New York his AW18 collection inspired by the life of Christiane Vera Felscherinow and the drugs, entitled Youth in Motion, which now becomes an advertising campaign shot by Willy Vanderperre.

The idea is to repeat several variations of the same shot that juxtaposes floral arrangements, similar to those that were part of the show's setting, next to dark toned portraits of model Luca Lemaire. 



Palomo Spain

The men's clothing brand based in Madrid Palomo Spain gained his fame a few seasons ago and has recently receiving an important recognition from Beyoncé when she commissioned to the brand the dress she wore in the first post on Instagram with her newborn twins.

The FW18 collection is a mix of unstructured corsets, capes and trousers, inspired by hunting culture and paintings by Diego Velázquez.

The same mood we find in the images of Kito Muñoz of the advertising campaign: models on all fours and on a leash in a urban landscape.



More than just an advertising campaign: the Mulleavys sisters have created a digital lookbook that features a series of fluid Spanish-inspired dresses and an abundance of flowers in romantic shades of red, pink and blue.

In Women Who Inspire Us an extraordinary cast composed, among others, by Kirsten Dunst (who announced her pregnancy with this shot), Chloe X Halle, Tessa Thompson, Grimes, Kim Gordon, Miranda July stars in a natural setting in the romantic images of Autumn de Wilde.




After its last campaign with second generation European immigrants, the German label has drawn inspiration from the origins of its designers and two traditional Middle Eastern sports, the fight with oil and falconry, reworked through a western lens.

The words of the creative duo explain the project idea:

“Our collections always explore the past, present and future of East and West which as immigrants also lie in us,” the designers told us. Shot by Huseby in a forest near the Polish border, the campaign images depict the relation between man and nature with a modern take – in this case women practising activities usually reserved to men. Entitled My Beauty Offends You, the collection is a way of embracing otherness: “(It) is an anthem against the increasing hostility we currently have been feeling, whether it’s for being brown, Muslim, gay, trans or somewhat ‘other’". 



Some of the coolest models of the moment (like Gigi Hadid, Kaia Gerber, Vittoria Ceretti and Soo Joo Park) are transformed into aliens for the Moschino FW18, continuing the theme of the fashion show.

Looking at the images taken by Steven Meisel, the girls, with their colorful 60s suits, Guido Palau's hairstyle and Pat McGrath's make-up, look like many Martian Jackie Kennedys.


Saint Laurent

Sometimes the only thing you need for a campaign is the right model. 

And if the model is Kate Moss the result will always be successful. 

Saint Laurent knows it well and has chosen the iconic top to present its collection for next autumn.

Kate, symbol of the '90s, wearing a short 80s inspired sequin dress, between the waves of the sea in front of the lens of Inez and Vinoodh.

What else?