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10 Campaigns That Shaped the Face of Fashion Photography

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening. “ – Coco Chanel

You need a creative mind to draw attention and stop people in their tracks in the fashion industry. As a company that specializes in fashion photography, we’re well aware of this need for innovation and creativity, the need to be different.


We like to draw inspiration from iconic fashion photo-shoots and the amazing artists behind them. Here are some of the most significant campaigns that have revolutionized fashion photography.


Lacoste’s Timeless


Lacoste’s Timeless campaign has succeeded in exciting emotion among audiences and leaving them breathless. The short video shows the longevity and the timeless appeal of Lacoste’s brand through a unique love story.


The scene is set on a train station in the ‘30s, the decade when Lacoste was established, and it depicts love at first sight. A man chases through the train after the woman he fell in love with, each car taking him through another decade until the two finally meet in the present time and share a kiss.


It’s a fantastic depiction of the brand’s history and its classic designs.


Chanel No 5’s Mini Blockbusters

Perfume advertisements always have to be extravagant as it’s difficult to market scents. But Chanel took it to the next level with its mini blockbusters, ads that could easily be mistaken for movie trailers.


The campaign with Nicole Kidman, reminiscent of her “Moulin Rouge,” wowed the audiences and reshaped the way we think of fashion video production.


Kate Moss for Calvin Klein – Obsession

The campaign that kickstarted Kate Moss’ career and launched her to success is still one of our favorites. Simple, elegant, mesmerizing – these are the words that come to mind.

The minimalist black and white video, the repetition of the word “obsession,” the simplicity of the entire ad; even though it was launched back in 1993, the campaign for CK’s Obsession perfume is still among the most memorable ones.


Vanity Fair Cover Photos of Princess Diana


A fashion photo-shoot with an (ex) member of the royal family is nothing short of iconic. Soon after finalizing her divorce from Prince Charles, Diana joined up with Vanity Fair for a campaign the entire world talked about.


Marc Jacobs’ Foresight of “Instagram Style”


There’s no denying that social media has had a great impact on fashion and style, and Marc Jacobs has fully embraced it. He uses Instagram to express his unique personal style that’s full of color, glam, and just overall excitement. He’s definitely the king of Instagram.


Harper’s Bazaar’s Dovima with Elephants


We cannot talk about fashion photography without at least mentioning one of the most iconic photographs – Dovima, in the first Dior dress by Yves Saint Laurent, posing with elephants. The photograph is stunning, breathtaking, and revolutionizing.


(Lack of) Clothes by Abercrombie & Fitch


Fashion has always been controversial; that’s what makes it so interesting. And one of the most controversial fashion marketing campaigns of the past decade is undeniably that by Abercrombie & Fitch.


Whether we like it or not, their marketing campaign made waves in the fashion industry and reshaped the fashion photography world.


The campaign made it loud and clear who Abercrombie & Fitch’s target audience is – young, fit individuals who share A&F’s idea of what it means to be cool.


To showcase its ideal audience, the company promoted its apparel only on slender models who were seriously underdressed. The models wore the bare minimum number of clothing items in the ads – enough to stay PG-13, not enough to be actually considered appropriate.


Eau De Parfum Advert Dolce & Gabbana


Adverts for Eau De Parfum by Dolce & Gabbana always take our breath away. The company truly manages to set the scene for every advert, making you feel as if you’ve changed the channel at just the right time to see the best scene of a movie.

Currently, the faces behind D&G’s The One perfume are our favorite king and queen from “Game of Thrones,” Emilia Clarke and Kit Harrington.


However, the ones who started it all were Scarlett Johansson and Matthew McConaughey. The black and white ad titled “Street of Dreams” is glamorous, passionate, and intense, everything we’ve come to expect from D&G and The One perfume.


H&M’s Close the Loop


The fashion industry is, unfortunately, one of the leading global pollutants. While many companies are joining the recycling movement today, things were different just a few years back.


That’s why H&M’s Close the Loop campaign from 2015 was so revolutionary. The ad itself was unique, encouraging audiences to be creative with their fashion choices and to be true to themselves. It’s colorful, eccentric, fantastic. But its main point is to encourage the viewer to recycle textiles and to choose more eco-friendly clothing items.


Nike’s Better for It

Nike’s “Better for It” campaign is all about motivating, inspiring, and encouraging women to push themselves to their limits, and then a step further. To take risks, expand their horizons, and achieve their goals.


The ads showcase women of varying fitness levels focused on achieving their goals. They struggle, they doubt themselves, and they overcome the obstacles in their ways, succeeding in their goals and feeling better.


We don’t see many marketing campaigns that are just so encouraging, and Nike really takes the cake with this one.


All these mesmerizing and creative campaigns are a great source of inspiration for the professionals here at Elements Productions. If you want your fashion photo-shoots to be as enticing as the ones above, just send us an email – let’s make a beautiful piece of art together.

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