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Wed - 06 Apr 2022

SS22 Fashion Campaigns Evoke Fun and Freedom

Take a look at the colourful and fun SS22 campaigns and navigate your wardrobe choices for the SS22!

Flicking through the March issue of British Vogue, (not overlooking the incredible Steven Miesel cover of ‘90s Super Naomi Campbell clutching her adorable new baby — the reason why we bought the magazine in the first place), one cannot help but notice the plethora of star-studded and vibrant SS22 fashion campaigns that have been released by the big name brands, from Squid Games’ HoYeon Jung, striking a pose for Louis Vuitton, to singer Miley Cyrus munching on cake for Gucci, the season of new beginnings and end(ish) of Covid has brought with it a feeling of fun and freedom that is emulated in these adverts through bright colours and joyful pastimes — are you ready to step in?

Up first is Louis Vuitton who has nabbed South Korean star HoYeon Jung for their #LVSS22 womenswear collection, proving just how in demand up-and-coming names are for fashion brands now. British tennis player Emma Raducanu is another example of this — she is the face of Tiffany & Co. But, back to Jung! Since appearing in the Netflix smash-hit series Jung has been catapulted to super-stardom with campaigns for Chanel and Bottega Veneta, as well as covers for Vogue, Elle, Harper’s Bazaar and W. Shot by photographer David Sims, the campaign sees the statuesque HoYeon mid-dance against a backdrop of bright blues and stars clad in a black blazer, baggy jeans and open-toe polka dot boots. The campaign also features Samara Weaving, Agathe Rouselle, Kristine Lindseth and Mona Tougaard, who strike a pose in front of solid pinks and limes for a 60s-inspired, art nouveau shoot of swinging bags, ball gowns and waistcoats.

Next up we have Miley Cyrus eating cake clad in a black mesh halter-neck bralette, white feathered coat, a crystal embellished eye patch and hat combo for Gucci’s Love Parade campaign. Cyrus is the latest iteratoin for the Love Parade campaigns which have seen Snoop Dogg, Jared Leto and Macaulay Culkin enlisted for the brand’s series of retro-inspired images of feasting and champagne guzzling. Much like LV, Gucci has gone for colour and vibrancy, in their two-page British Vogue spread, with bright purple flowers, a fluorescent green and yellow cake, along with a side of punk in the form of tattoos and a patent leather eyelet bag. Gucci, it would appear, enjoys a small fetish for debauchery and excess as could be seen in their campaigns which enlisted Iggy Pop and Gucci Mane, Gucci Cruise 2020, which showed the stars rocking up to a decadent ‘70s shindig entitled #ComeAsYouAreRSVP…

Dior meanwhile has gone all Clockwork Orange for the new season. The campaign was shot against a trippy zebra crossing-inspired backdrop and ‘60s styling with mod A-line dresses, colour blocks and co-ords. Inspired by the pop art and playful work of Anna Paparatti, the campaign “celebrates” diversity in front of the camera with models of black and Asian origin taking centre stage.

Prada’s SS22 campaign entitled ‘In the Mood for Prada’ sees the ‘80s motorcycle jacket making its return alongside an indie meets Y2K vibe in the form of black mini skirts and dark red shoulder bag. Front of camera diversity also prevails in the form of up-and-coming model, Selena Forest, rocking big hair and a nose ring to add to the punk and rebellious aesthetic. In another hero image activist and model, Hunter Schafer, is seen wearing a vibrant yellow corset-style jumper with belts, pink skirt with daring back slit, and bang-on-trend mules. Again, we see pops of colour throughout the pieces set against the backdrop of the blood red and teal. What comes to mind is how relaxed Selena and Hunter appear, almost like they have been captured mid-act and thus creating a very authentic and realistic fashion campaign.

Next up is Chanel, who has ventured outdoor for a garden-inspired SS22 shoot, which perhaps is a subtle nod to the end of lockdowns. The campaign sees the house muse, Vivienne Rohner, posing up a storm amongst various lush scenery wearing multicoloured tweed jackets, mini skirts, pink crop tops, and shades clutching the classic Chanel Jumbo Bag in lilac.

Ralph Lauren has also taken the cameras outside for their #RLCollectionSS22 campaign, a nature-inspired shoot by the ocean with cliffs and rocks acting as a backdrop. Think ‘70s boho with vibrant ikat printed shirts and dresses, sarongs wrapped at the hips, embroidered jeans and vintage turquoise belts.

As we head into Spring the fashion campaigns depict a penchant for colour, vibrancy, ‘60s silhouettes, a rebellious attitude and, above all, fun, freedom and optimism for the present and future!