7 Spring-Summer 2016 campaigns we’re crushing on

Get your pose on


By Wei Yeen Loh

7 Spring-Summer 2016 campaigns we’re crushing on

If you hadn’t noticed already, brand campaigns this season are opting for high-octane impact through their visual messaging, be it featuring a bevy of IT celebs of now (Calvin Klein) to casting a pink-haired virtual heroine as their face (Louis Vuitton Series 4). Scroll down to see seven campaigns we love this season and let us know which your favourite is:


Dior, shot by Patrick Demarchelier

Dior Spring 2016 campaign this season displayed the house’s ultra Parisian aesthetic with all things romantic, natural and delicate. With all attention focussed on the littlest details—loosely tied hair, pleated dresses, grosgrain ribbon necklaces with the metal “8” pendant in homage to the En 8 line from the first Dior show back in 1947—the campaign balanced femininity with avant-garde elements, courtesy of the very cool Dior ankle-sash mules we want to get our hands on this season.


Bally, shot by Alasdair McLellan

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Ballly’s SS 2016 campaign makes us want to tour around Europe decked in suede dresses and crocodile-skin shoes with retro luggage in tow. Inspired by the travels of Lee Radziwill, an American socialite and the younger sister of Jackie Kennedy, artistic director Franck Durand lends his creative expertise to this campaign as he takes on the streets of London with French models Edita Vilkevičiūtė and Clément Chabernaud, evoking a sense of wanderlust and adventure.


Burberry, shot by Mario Testino

Burberry stayed true to its British roots with an a lineup of all-British newcomers—Dylan Brosnan and sisters Ruth and May Bell, Bella Yentob, Hayett Belarbi McCarthy, Eliza Fairbanks, Misha Hart, Liam Gardner among the many—decked in England Heritage Trench Coats, Scottish-woven scarves, ponchos and the brand’s latest accessory, the Rucksack. Shot by Mario Testino, the campaign saw Christopher Bailey moving towards a more risqué direction this time around.


Calvin Klein, shot by Tyrone Lebon

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The perennial favourite brand of Generation Y these days, Calvin Klein taps into its brand’s youthful sentiment by featuring a diverse pool of global superstars, actors, musicians, activists and models: Justin Bieber, Kendall Jenner, FKA Twigs, Kendrick Lamar, Abbey Lee Kershaw, Sung Jin Park, Klara Kristin, Fetty Wap and more. Lebon, along with a team of photographers and filmmakers, will be highlighting offerings from Spring 2016 lines of all the Calvin Klein brands throughout the season. Spot the wave of selfies from celebs clad in their Calvin Klein Underwear and Jeans with #mycalvins on Instagram.


Balmain, shot by Steven Klein

Nothing is as OMG-worthy as three of the 90s Supers clad in Balmain and shot in black-and-white by Steven Klein. Balmain’s Spring 2016 campaign is exactly that, with the iconic trio Cindy Crawford, Claudia Schiffer, and Naomi Campbell smoking up the screen as the latest recruits to Olivier Rousteing’s #BalmainArmy. We loved how simple the execution of this campaign was—no frills, dramatic makeup or necessary buzz/hype (than the usual), just three major fashion supermodel icons doing what they do best.


Bottega Veneta, shot by Viviane Sassen

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It’s probably an understatement to say that we already do love what Tomas Maier does for Bottega Veneta. The latest installment of the house’s project, the Art of Collaboration, combines the artistry of Dutch photographer Viviane Sassen and Bottega Veneta’s vivid hued SS16 collections. Models Mica Arganaraz and Sven de Vries lounged casually upon the stark white installation in Jardin d’émail by Jean Dubuffet, located in the sculpture gardens of the Kroller-Muller Museum in Amsterdam.

“Viviane’s work is both beautiful and enigmatic”, says Maier. “I admire her bold experimentation and how she breaks the rules yet never loses her balance.”


Tommy Hilfiger, shot by Craig McDean

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If Bally’s campaign is all about touring Europe, Tommy Hilfiger’s SS16 campaign is the complete opposite: think island-hopping, Carribean beaches, and sporty yet sophisticated beachwear. Shot in Mustique, an island in St. Vincent and The Grenadines, supermodel Behati Prinsloo (her third season as the brand ambassador) ambles around with her dashing crew of castaways Miles McMillan, Marlon Teixeira, Nathan Owens, Jordan Barrett, and Darius Trabalza Haynes. She sports the brand’s iconic colours (nautical red, white, and blue) teemed with wild florals, crocheted knits and seersucker shirts while channeling the island life the most glamorous way possible. 

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