The Marketing Strategies Behind Fashion’s Fall/Winter 2024 Campaigns
From Matt Dillon for MCM to Jisoo at Self-Portrait, this season’s castings reveal how luxury brands leverage celebrity influence and cultural relevance to make an impact on fashion’s evolving landscape.
The role of an effective brand ambassador is twofold. First, they should resonate with the brand’s target demographic while simultaneously aligning with the brand’s identity and values. High-profile ambassadors have the potential to significantly boost a campaign’s visibility and reach. Their curated media presence, social media following, and scheduled public appearances all have a part to play in having consumers buy into what they perceive to be authentic endorsements. Ultimately, ambassadors who are culturally relevant can help a brand connect with current trends and issues by bringing fresh perspectives and keeping the brand in tune with the evolving cultural landscape. From MCM’s choice of the charismatic Matt Dillon and Loewe’s inclusion of the suave Daniel Craig, to Marc Jacob’s selection of Sabrina Carpenter and Self-Portrait’s featuring the elegant Jisoo, the casting decisions in this season’s fashion campaigns highlight a strategic blend of star power and brand identity.
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Marc Jacobs
Who is the Marc Jacobs girl? She’s young, fresh-faced, and embodies a playful, confident edge. Marc Jacobs is no stranger to harnessing the power of celebrity. His previous campaigns have seen Dakota Fanning (rather controversially) caressing the Lola bottle on Jacob’s “Oh, Lola!” in 2011, Miley Cyrus on a gloomy beach for his Spring/Summer 2014 campaign and in 2021 Kaia Gerber fronted the Daisy Marc Jacobs fragrance campaign. As the cultural zeitgeist’s “it girl” of the moment with her song “Espresso” already deemed the summer anthem of 2024, Sabrina Carpenter sits comfortably in this pantheon of ambassadors. Marc Jacobs, or rather his marketing team, understands not only how to leverage star power but also how to cast a young starlet on the precipice of stardom. In 2014, Miley Cyrus was in the midst of shedding her “Disney Channel” persona while 2021 saw Kaia Gerber coming into her own as a bonafide supermodel. Now, Sabrina Carpenter fronts Marc Jacob’s pre-fall 2024 campaign. Photographed by Carin Backoff she poses with the brand’s Sack Bag which first made its debut during the label’s Autumn/Winter ’22 runway.
Styled in a vibrant fuchsia pink ensemble and white babydoll dress, Marc Jacobs recognises Carpenter’s growing influence as a fashion persona. By strategically styling her in pieces that could fit right into her wardrobe, the brand promotes something of a symbolic relationship, allowing the consumer to believe the campaign to be effortless and not simply a marketing move.
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Dior
Korean pop icon Mingyu by Pak Bae of Seventeen was recently tapped to become Dior’s latest brand ambassador. As a member of Seventeen, Mingyu brings a fresh, vibrant energy that appeals to younger demographics. Mingyu’s widespread popularity, both in Korea and internationally, aligns with Dior’s global brand presence and Mingyu’s prominence in the K-pop industry reflects broader cultural trends. As Dior notes, he “embodies the spirit and singularity of the “Dior Allure”, ceaselessly reinvented by Kim Jones, artistic director of the house’s menswear collections.
Fendi
It was smart for Fendi to select two young stars for their recent campaign. By featuring the maison’s global menswear ambassadors, British actor Nicholas Galitzine and Chinese actor Zhang Ruoyun, Fendi successfully markets to two different yet vital demographics across the globe. Galitzine is currently skyrocketing on of his recent Hollywood successes which include the Prime Video film “The Idea of You” alongside Anne Hathaway and the Sky original series “Mary & George” with Julianne Moore. Ruoyun’s most famous works include “Qing Yu Nian” “Sword, Snow, Stride”, “Ordinary Greatness” and “The Hope”, and he will next be seen in “Evacuate From The 21st Century”. The campaign further consolidates the talents’ relationship with Fendi, following their latest attendance at the Men’s Fall/Winter 2024/25 Show in Milan.
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Gucci
In March, Gucci appointed Gulf Kanawut Traipipattanapong as the house’s latest brand ambassador. The move comes as Bangkok, Thailand emerges as one of the new up-and-coming fashion capitols in South East Asia with the prominence of Thai celebrities not going amiss amongst fashion brands. Gulf has been a prominent figure in the Thai entertainment industry, with his performances in film and television earning him multiple awards including “Rising Star” and “Best Young Actor”. Beyond his acting prowess, he is a renowned celebrity in the field of fashion, and “appreciated worldwide for his distinctive style, fashion sense, and lifestyle choices”, says Gucci. The move see’s Gulf become the second Thai Brand ambassador for the House, aligning with the brand’s strategy of leveraging on the popularity of Thai celebrities after having recently appointed Thai actress Davika Hoorne, representing both Gucci and Gucci Beauty.
MCM
MCM’s Autumn/Winter 24 campaign, “From München to Mars,” features the acclaimed New York-born actor Matt Dillon and the talented Zelda Adams. Captured by the renowned Collier Schorr, the campaign offers a bold and artistic reinterpretation of MCM’s iconic motifs, celebrating the brand’s innovative spirit and its German engineering heritage since 1976. The choice of Matt Dillon is particularly astute, as his recent portrayal of Marlon Brando in Maria not only aligns with MCM’s sophisticated image but also amplifies the campaign’s appeal through Dillon’s connection to iconic cinema and his strong screen presence. Partnering with Dillon and Zelda Adams underscores MCM’s commitment to pushing boundaries and exploring new creative frontiers, while leveraging Dillon’s cultural relevance to enhance the brand’s visibility and resonance in contemporary fashion.
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Self-Portrait
Jisoo is the latest face of self-portrait. Marking a series of firsts, the new partnership is the first time self-portrait has worked with a musician to front its campaigns. Photographed by Yoon JiYong the campaign is described as “a natural next step” for Han Chong, founder and creative director of Self Portrait who had presented dressed her both on and off the stage. “I wanted her beauty, both inside and out, to be front and centre of this first series of portraits we shot together in Seoul,” he says.
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Loewe
Of all the luxury labels on this list, LOEWE is something of a creative wildcard. Helmed by the critically acclaimed Jonathan Anderson, his designs highlight thought-provoking silhouettes merging art and fashion to deliver a reinterpretation of conventional norms of masculinity and femininity. His campaigns mirror the provocative yet contemporary nature of his collections and his casting choices have had a part to play in this. Irreverently British, one would be amiss not to see a reference to his home in his campaigns. For his Fall Winter 2024 precollection campaign, Anderson selected a varied cast of artists and creatives and set them against the miniaturised scenarios of Bekonscot Model Village to highlight a play on ratios from clothes-making to image-making. As the press notes describe, the childish playfulness of the situations is offset with the dry, puzzling expressions of the subjects. Kit Connor (photographed below) is seen sinking in a pond which is intended to bring a documentary-like feel and a sense of dry humour to the image. The Fall Winter 24 campaign on the other hand, is photographed by David Sims and stars actor Daniel Craig. His pose is dissimilar to what we the viewer may have come to know of him as a suave James Bond and is instead playful and enigmatic. This was an attempt at “studying how characters and their clothes are intimately related” while also allowing Craig to reinvent himself in front of the camera.
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Louis Vuitton
Rianne van Rompaey fronts the Louis Vuitton Fall 2024 campaign. Rompaey was previously selected by Nicolas Ghesquière to close his 10th-anniversary showcase during this Fall 2024 collection show at Paris Fashion Week in March. Now, the creative geniuses of David Sims and Ghesquière join forces to showcase the array of vintage Louis Vuitton trunks and a chandelier designed by renowned artist Philippe Parreno. The Dutch beauty is a muse of Ghesquière and embodies the refined sophistication of the Maison alongside being an apt way to sign off on this ten-year tenure at the luxury label.
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