5 Fashion and jewellery holiday campaigns that will get you in the festive spirit


By Joan Kong

5 Fashion and jewellery holiday campaigns that will get you in the festive spirit


Gucci’s Gift Giving campaign this year brings back a sense of nostalgia. Shot by Canadian artist Petra Collins, who is known for her artsy and dreamy aesthetic (that complemented the brand oh-so-well), the short film features an array of the brand’s latest products, from handbags to shoes and jewellery. Set in Le Roi—a cinema and dance hall in Turin which opened in 1926—the setting was an extravagant and swanky party where guests—dressed in Gucci head-to-toe, of course—joyfully danced the night away and ushered in the new year. To make things extra fun, the brand is also releasing exclusive interactive content on the Gucci App to promote the spirit of gifting. Each day, a special Gucci Gift box—containing different virtual presents—will be revealed by simply shaking the mobile devices, and they are available for purchase through the website.


Tiffany & Co.

Tiffany & Co.’s holiday film this year is the right balance of modern and fantasy. Titled ‘Believe in Dreams’, the campaign depicts Zoë Kravitz—who works as a sales professional at the store—being drawn from reality into a whimsical wonderland, where the behind the scenes of the brand’s workshop were given a dreamscape spin, filled with whimsy and quirk. There were some ‘Alice in the Wonderland’ moments in the video too, from workshop manager (played by model Xiao Wen Ju)’s rabbit pet, to a tea party hosted by Naomi Campbell, featuring delectable pastries from the brand’s Blue Box café. According to its chief artistic officer, Reed Krakoff, they wanted to “capture the spirit of a Tiffany holiday where anything is possible.”


Heading to the Big Apple anytime soon? From now until January 1, the Tiffany flagship store in New York will host an actual workshop where you can see the jewellers, stonesetters and engravers in action. 


Salvatore Ferragamo 

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When it comes to holiday dressing, Salvatore Ferragamo has got you covered regardless of your style with its print, rainbow and black and white collections. At the center of it all, is the iconic Rainbow wedge sandal that was designed for actress Judy Garland in 1938. 80 years later, the shoes are reimagined with the launch of the Rainbow Holiday line—a range of colourful accessories that will make your festive look even more joyful and vibrant. Case in point: The Varina flats, and the Vara bag and block-heel pump that were all given the Rainbow treatment, in technicolour stripes or in a single hue (take your pick from the primary yellow, blue or red colours). Also in the mix, are archival prints from the early ’90s that inspired some of the silk patterns in the collection.


Miu Miu

Elle Fanning reprises her role as the star of another Miu Miu’s campaign this festive season. Celebrating fashion fantasies and daydreams, the film takes place in an alternate universe (or what the brand calls, a ‘Miu-niverse’), that depicts the different traits—played by up-and-coming models Eniola Abiori, Olivia Anakwa, Olivia Forte, Lucan Gillespie, and Oumie Jammeh—that are quintessentially the Miu Miu girl. Watch the video and experience the wild choreography or colour and light, which is an ode to mid-century art house and avant-garde movies, and lust over the eye-catching fashion house’s products while you’re at it.



Spread joy, love, and sparkle—this is the message Swarovski would like to send this season, and its Holiday collection does just that. Starring Karlie Kloss, the supermodel finds herself in an enchanting fairytale garden with her friends, with close-up shots of the jewellery adding shimmer and sparkle to the crystallised wonderland. Its creative director, Nathalie Colin says, “This year we’re taking the time to embrace and share all the special little moments that put the sparkle into the festive season.”

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