From Channing Tatum for Versace to Daniel Craig for Loewe, here are the hottest campaigns for autumn/winter 2024
Ah, fashion campaigns. Those glossy, high-concept fever dreams that whisk us away from the humdrum of office life and plant us firmly into a world where every street is a catwalk
2024 has been a stellar year for fashion campaigns, blending the fantastical with the fiercely real. With AW24 swiftly approaching, it’s time for fashion’s most prolific houses to take to the drawing board, conjuring up concepts and pinning down their next celebrity muse
Some have beaten others to the post. Versace announced Channing Tatum as the new face of the Versace Eros fragrances for men, Loewe enlisted the help of Daniel Craig in its latest knit-laden campaign, Miley Cyrus is continuing to head up Gucci’s Flora perfume collection, taking to the stage at LA’s Chateau Marmont to promote the beauty line; the list goes on.
What makes a captivating fashion campaign? It’s more than celebrity status, that’s for sure. The aim of the game is for brands to sell their product, bringing designer buys to the masses via the appeal of a familiar famous face.
While one may buy into a product because it’s endorsed by a celebrity, the difference between 'add to bag' or 'leave for now' depends on the artistry and how it is employed to spark emotion.
Upon seeing Billie Eilish for Gucci Eyewear, my immediate thoughts and feelings revolved around securing a silk headscarf and pink cat-eye shade stat. The images ushered in a new era of dark Hollywood romance, and I wanted a sartorial slice.
The summer-into-autumn transition has slowly started to take form, marking a new period for AW24 campaigns. So, we decided to analyse the crème de la crème of the season's best campaigns to date. Saddle up for some awe-inspiring visuals that are set to inform your winter-ready wardrobe.
Must-see fashion campaigns for AW24
Versace
Versace is the latest luxury label to cause a stir with its AW24 campaign.
The Italian house enlisted the help of Channing Tatum to front its Versace Eros fragrance line for the autumn/winter period. Directed by Mert & Marcus, the sunset-drunk campaign clip shows the Magic Mike actor trying his hand at archery while battling some rather dramatic elements.
The campaign marks Channing's debut for the brand, who have previously pinned stars from Dua Lipa to Emily Ratajkowski as their celebrity muses.
Eros Energy, the newest eau de parfum pour homme, draws inspiration from the Mediterranean coast, evoking images of Italian sojourns and European wanderlust. The campaign predates the actor's upcoming film Blink Twice, directed by Zoe Kravitz and starring Naomie Ackie
Prada
Harris Dickinson for Prada AW24
Prada's ever-green captivation with the fresh faces of Hollywood continues.
The brand's AW24 campaigns offered a clean, clinical alternative to the year's penchant for maximalism. Moving away from the notion of more is more, the campaign, titled 'Now That We're Here,' steered towards sharp silhouettes and timeless charm, celebrating dialogue as a form of intimacy.
Euphoria's Hunter Schafer, Triangle of Sadness' Harris Dickinson and Black Panther star Letitia Wright were shot by photographer Willy Vanderperre to promote the collection, which centred sleek accessories, impeccable tailoring and contemporary colourways.
Loewe
The campaign featured gaudy fairlise knits and 'grandpacore' silhouettes
Loewe didn't mess about when it came to its AW24 campaign planning.
Starring as the brand’s AW24 muse, former 007 Daniel Craig championed all things anti-chic. The LVMH-backed campaign showcased the actor decked out in grandpa knits, gaudy palettes and East Ender staples, from popped-collar leather jackets to loud fairisle knits. Dani Dyer, but make it fashion.The campaign makes a case for conventionally ‘unfashionable’ fashion. Shot by prolific Nineties photographer David Sims, the shoot pits the plimsoll-wearing 56-year-old in a totally new light, a hop, skip and a colossal leap from his signature sharply-fitting tuxes, Omega timepieces and hunky on-screen shirtless appearances.
Predating Daniel's internet-breaking appearance, Loewe pitted stars including Dan Levy, Alison Oliver, Kit Connor and Archie Madekwe as its pre-collection campaign muses. Shot by Juergen teller, who frequently works with the Spanish brand, the series of starkly natural images ushered in a new series of Loewe poster stars.
Miu Miu
Miu Miu AW24
Miu Miu’s AW24 collection fused power dressing with nonchalant home lounging. Serving up a study in contrasts, from striped knits to masculine shirts, oversized blouson jackets and shorts, the campaign championed contemporary lifestyle via gender fluid silhouettes and accessory icons such as the Arcadie and Aventure bags.
Another A-listerless offering, the campaign shot by Alessandro Furchino Capria and styled by Lotta Volkova nodded to home comforts. Buttery leather mules, cashmere socks and boyish outerwear gems made for commercial yet casual autumnal must-haves.
Dior
Dior AW24
Dior's creative director Maria Grazia Churi decided against a celebrity pin-up this season.
Instead, domestic images of models decked in flapper-inspired golden beading, graffiti-clad beieg trench coats and shapeless shift dresses culminated in the French fashion house's AW24 collection.
Shot by Sarah Jones, the campaign took inspiration from the creative romance of 1967, reviving the revolutionary ready-to-wear ethos of the seminal Miss Dior line, originally pioneered during Marc Bohan’s tenure at the house.
Fluidly feminine yetliberated silhouettes conjure the essence of this era, accented by by the plush Macronnage statement of the Dior Groove bag.
Saint Laurent
Bella Hadid for Saint Laurent AW24
Set amidst a honied, sun-drenched Topanga Canyon-style abode, Saint Laurent's latest AW24 campaign starring Bella Hadid platformed stylised compositions from within a warming home setting. Loose, finely knitted dresses complemented draped silhouettes and lace-trimmed négligée slips, infusing the visuals with an element of intimacy.
Accessories ranged from caramel-coloured leather bags to chunky gold jewels. The brand's signature point-toe heel also made an expected yet covetable appearance. Anthony Vaccarello's love letter to high summers in the Hollywood hills.
Channel
Camila Morrone for Chanel AW24
Back in July, Chanel announced Daisy Jones & The Six star Camila Morrone as the brand’s latest poster girl for its autumn/winter 2024/25 pre-collection campaign. Photographed by Karim Sadli, the model-cum-actress embodied the elegance and golden Hollywood glamour of Chanel’s heritage in the collaboration - the first between the star and the luxury label.
Camila was pictured in a series of images for the 1940s-inspired shoot, which was replete with the house’s signature bouclé textures, decadent golden jewels, mini silhouettes, bows, swathes of velvet, chains and gothic lace.
However, new motifs were injected into Chanel’s latest collection, which materialised in the form of silk mousseline sets, black leather trims and modern sheer fabrics.
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