It's dark when you're heading off to work. It's dark again when you're leaving work. You're still broke from Christmas, plus 'Send thank you cards' has been on your to-do list for over three weeks now. You've resorted to drinking cheap merlot from the supermarket, often alone because all your pals are sticking to #DryJan. You're already behind on the must watch shows of 2017 - Taboo, The OA, Westworld, I mean, who can keep up? And don't even mention those plans to take up boxing, switch to matcha lattes and enforce a no mobile phones in bedroom policy. No one said January was easy right? But it's not all doom and gloom. In the midst of palm oil warnings, Brexit and Trump, there's a little light relief to be found. Say hello to the new season fashion campaigns. Transporting you from reality to the land of sun, sea and seriously good style. Upbeat, positive and totally inspiring, here are our favourite fashion advertisements...
Shot by Jamie Hawkesworth, for spring summer 2017 (his second season for the house) he captures model Vittoria Ceretti in a variety of looks. Against the backdrop of both sand and sea on Africa's northwest coast, the brand say the Alexander McQueen 'appears dreamlike, sensual with an effortless simplicity.'
The latest campaign from Chloé reminds us why being a Chloé girl is a goal worth striving for. Sun-drenched whilst running carefree around a coastal town. Chloé's Creative Director Clare Waight Keller says: 'For me this collection is about going back to the roots and simplicity of French style, for effortless clothes in beautiful proportions. Square volumes and crisp fabrics keep the message strong and graphic, with a hint of floral innocence.'
Watch the full campaign video below...
For spring summer 2017, FRAME founders Jens Grede and Erik Torstenssen have teamed up with model Sasha Pivovarova to showcase their latest collection. Think 70s chic meets 2017 modernity. Shot by co-founder Torstenssen, the campaign sees images of Pivovarova, both a long-term friend and brand ambassador, often spliced together with nature shots from LA.
Revealing the second part of its summer 2017 campaign, The House of Yves Saint has released a video taken behind-the-scenes at its spring runway show. Similar to the print campaign images, it's shot in black and white and continues the sultry Saint Laurent mood.
Watch the full video below...
This luxury Florence based footwear brand kicks off the new season with AQUAZZURA MINI, its first ever childrenswear collection. Taking their best-selling styles such as the Wild Thing, Christy and of course, the very Instagrammable Pom Pom styles, the brand has made them into smaller versions meaning mother and daughter can mix and match. 'A new generation of AQUAZZURA girls is born with AQUAZZURA MINI,' says designer Edgardo Osorio. 'It is a wonderful addition to our brand that many of our clients who are mothers have been requesting. It’s the same DNA of playful and sophisticated elegance.'
Watch the adorable campaign below...
Continuing the cyber vibes that we saw on the spring summer 2017 runway, Chanel say in this latest campaign, Karl Largerfeld captures 'the metamorphosis of a contemporary creature, one minute a pop Lolita, the next a cyber punk.' Featuring model Arizona Muse and a whole host of looks from the 'Data Center Chanel' show, it's a campaign that definitely feels fashion forward.
Fronted by Edie Campbell this campaign sees the Brit model star as heronie of the Kurt Geiger fashion fairytale. Creative Director of the brand Rebecca Farrar-Hockley explains says that she was inspired to see 2017 as 'a fresh start and see the world through rose coloured glasses and the lens of love, magic and enchantment.' The result? Think glitter heart bags, appliqued slippers and even trainers gets a shimmering makeover. I had a lot of fun dressing up for this shoot and loved the statement pieces chosen by Rebecca,' Edie says. The collection is all about an element of surprise and an escape from the everyday - which seems to perfectly embody the new mood for Spring.' To celebrate the campaign, Kurt Geiger have launched an exclusive pre-order service of certain styles meaning if you avail you'll be the first to rock them come springtime.
Rag & Bone
Haley Bennett (star of Girl On The Train) is the new face of Rag & Bone, rocking the laid-back SS17 collection in a series of monochrome shots by Glen Luchford. "Haley was exceptional to work with – she brought an incredible creative energy, style and perseverance to the set. She danced all day until her feet were swollen; she really brought it," said Marcus Wainwright, Rag & Bone CEO.
Nothing says summer like a pair of models throwing themselves through the air on a trampoline, right? Well, it definitely works for Proenza Shouler's breezy SS17 collection, shot by Zoe Ghertner.
New face Sophia Ahrens makes us long for double denim and a pie-crust collar shirt in this Claudie Pierlot campaign shot by Angelo Pennetta.
Brazillian model Amanda Wellsh and Swedish model Kajsa Mohammer front THE OUTNET's spring summer 2017 campaign. What we love most about this campaign is that it showcases the key trends and silhouettes of the season but it isn't limited to one brand. Instead in one shot there are bold pieces from Christopher Kane and Proenza Schouler whilst in another the girls rock pieces by Valentino and Erdem.
Who wouldn't want to be the COS woman in these shots mooching about the galleries of New York's West Chelsea art district?
It's also providing some major OOTD inspo with a collection of voluminous and sculpted silhouettes in muted tones. Now, all we need to do is find the tonal backdrops to match.
Model Irina Shayk fronts Bally's latest campaign alongside names to learn now, Kit Butler and David Trulik. With an 80s aesthetic - all vibrant pop colours and graphic lines, the campaign also sees the return of the brand's original slogan 'Bally is Super.' We couldn't agree more.
The online shopping site features sisters Suki and Immy Waterhouse alongside model to name drop now, Alanna Arrington. Centering around female friendship, the campaign is broken up into six trends including SoCal Cool, Tailor Made and our fave Pretty in Pink.
Launching their new campaign "DO" Pandora are aiming to empower women to be true to who they are and what they want to do. Featuring inspirational women such as Mamé Adjei, female entrepreneur and America’s Next Top Model contestant, the brand says the campaign is all about women who embody what DO represents. “Spring/Summer 2017 products are bright, versatile and strong; like women. Each piece stands for something positive that women can admire and believe in, in terms of roots, actions and aesthetics. What they choose says something about them,” explains Stephen Fairchild, Senior Vice President and Chief Creative Officer at PANDORA.