Monday, January 25, 2010

Spring 2010 Campaigns are Lacking Creativity

Booking the only-girl Prada campaign is probably the most exciting news any fashion model could possibly receive. From that moment on, everyone in the fashion world knows that model's face.....and historically, she rockets to super-stardom. So, imagine you are Rasa Zukaustskaite, a young, generally unknown, model from Lithuania who just shot the coveted campaign with Steven Meisel. To the general public, the fact you shot this campaign is a mystery until it is seen in print. As the campaign's debut approaches, you are anxious to see the final images that will change your career.

When the day finally approaches, you see this:

Ummmm where's her face?

The poor girl couldn't even be identified in the campaign when the image above appeared on the web. The ad's only focus is on the bag and her vibrant red lipcolor. Unfortunately for Rasa, the model photographed in this campaign could have been virtually any blonde model.

Here were the next few images that emerged onto the web, which finally led to the confirmation of Rasa's identity.Well, at least her face is in one of the shots. (but she's still wearing

Anyways, I guess what I'm leading to is the fact that many of the campaigns have gone back to basics this season. They have been stripped down to nothing but clothes, makeup and hair. Just simple studio shots with a plain background.... the most recent Celine ads don't even show the face of the model.
I'm guessing the recession has something to do with the "simplistic" trend in the spring/summer 2010 ads. Not only is simplicity a good way to cut costs for designers, but when it's all said and done a clean, plain ad will always sell. Classic, fresh, refined beauty will always appeal more to the masses than something "edgy" or over the top. And when money is tight, why take any chances? Here are a few more campaigns that are also quite plain.

BCBG Max Azaria ss/s 2010 shot by Raymond Meier, model Anastasia K.

Moschino S/S 2010 by Inez van Lamsweerde and Vinoodh Matadin, model Isabeli Fonatana.

Did anyone notice that Anstasia and Isabeli are striking almost identical poses? Where's the creativity?

Oh, and here's this season's Stefanel ad, taken by Mario Testino.

Sooo plain! The models here look beautiful, but the angle of the light makes sketchy shadows in the photograph that make me think they were taken in a someone's basement or something.

And just for fun, compare the most recent Donna Karen campaign below to the fall/winter campaign of 2008 shot by Mert Alas and Marcus Piggott with Kate Moss.

Donna Karen S/S 2010 shot by Partick Demarchelier, model Anna Jagodsinska.

What a difference a few seasons make! There is a lot going on in the older campaign....Kate moss, bright colors, two bags, two big armchairs.....not so simple! Personally, I prefer the more 'exciting' campaigns that project some sort of story of situation...not just a model jumping in a studio with wind blowing in their hair. Let's hope they put some spice back into the ad campaigns next season!

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i love celine, so much like chloe

Tomorrow said...

I really like the minimilist simplicity of the celine add but yes I agree there is a real lack of originality on the part of the major fashion houses! Good old peter jensen is continuing to keep us happy though!
Tomorrow x

caro said...

you're right that everyone is going so simplistic, but i think it's also the effect of the marc jacobs ads shot by teller and how ubiquitous they are now. people see what works (like apple's clean white packaging) and use it. i do love the celine ad though.
oh and ysl did a similar thing last season with the cage shoes- simple tailoring and colors, shot in front of the hollywood sign

Pina Colada Kisses said...

I liked the Stefanel spread it represents the brand very well

Clara said...

amazing post.

Sabine said...

It might be tough for the girls, but I don't mind a bit more focus on the clothes. That's what it's about, isn't it?

A La Mode said...

I hate the prada ad campaign. You are so right, the new campaigns lack so much life!