A million brand campaigns are released every year. Yet few make an indelible mark on the viewer. Bottega Veneta, Gucci and Michael Kors achieved that this season
By: Soumya Jain
Posted on: February 3, 2019
It’s the new year – as per the Gregorian and Chinese calendars if you please. It’s time for new beginnings and new directions. New goals. And while we don’t usually talk about advertising campaigns, three luxury brands compelled us to notice their Spring 2019 campaigns because of the novel molds they are creating for themselves!
Taking a step away from their usual style, Bottega Veneta, Gucci and Michael Kors are setting new standards for themselves. So take a back seat and just absorb what they have prepared for you.
Probably the most radically different from its history as compared to the other two, Bottega Veneta’s Spring 2019 campaign is the first to be directed by their new designer Daniel Lee. The usually very subtle brand with incontrovertible campaigns has taken a sharp U-turn towards a bold, millennial future.
The fashion codes remain the same – elegant, defined, neutrals and timeless. As per the official release, they are trying to portray timelessness through its new campaign as well.
Photographed by Tyrone LeBon, these unself-conscious pictures are influenced by Italian neorealist cinema - and the way of life those films reflect. The cast spans generations and diverse backgrounds, giving the images a universality - an Italian spirit, with a global relevance.
The images create a juxtaposition between the body and the product. For example, leather and the skin of the body. The idea is that a person and Bottega Veneta are not different – but interconnected seamlessly.
Recorded over several days in a private house on the Neapolitan island of Ischia, these images are dynamic and free where the protagonists have a quiet confidence – in themselves, their surroundings and their style.
And while Bottega Veneta ventured into naturalness, Gucci turns towards extravagance. Although that’s quite a hallmark of Alessandro Michele nowadays, this campaign takes it way ahead than usual. Using the show business style of the 1940s and 50s, Gucci shows how you can also become a star!
Gucci, therefore, produced an elaborate musical which will not only delight the viewers, but will surely guarantee that you would want to give Gucci’s Spring Summer 2019 collection more than a glance.
The campaign, shot and directed by Glen Luchford, recalls the technicolour theatricality of the song and dance numbers made famous by talented performers. Colourful sets with grand stages and staircases alternate with more surreal dream sequence backdrops. The mood is playful and evokes a joyful outlook. It’s show business, but it’s glamourous and exuberant! You want to be a part of it.
There is no millennial who doesn’t revere Michael Kors, especially when the brand talks the colorful language of the fast-paced, first social media generation so aptly. Throw in Bella Hadid into the mix and you have a perfect icon to relate with.
Shot by photographer David Sims, the campaign is inspired by the speed, energy and optimism of today’s global lifestyle. Highly-contemporary and street-inspired, the campaign offers a fresh take on the 21st century wardrobe where glamour juxtaposes with a street edge. Comfortable camo printed dresses and anoraks, chic black athleisure teamed with sneakers, utilitarian khaki cargos, sexy bodysuits and bikinis and dramatic denim on denim capture the jet setting spirit. The latest Michael Kors Access Smartwatch add to the storyline.
The campaign is exactly what the brand is about, but Ms. Hadid’s signature style coupled with Michael Kors signature logo being reimagined in cool and contemporary shapes, makes it something to watch out.