The Best Spring/Summer 2018 Campaigns

Each season, fashion houses and brands team up with fashion’s top models, stylists, make-up artists and photographers (to name a few – it truly takes an army) to create stunning, visual campaigns that act as an inspirational narrative behind the seasons’ collection. Campaigns are truly a moment to exemplify artistic vision whilst ultimately, raising brand awareness and driving revenue. Here are our favourites from SS18 so far.

10 years after their last collaboration, YSL and Kate Moss reunite in a series of 60’s-esque seductive sequences followed by a video portrayal of herself and Jamie Bochert in a hot encounter against the modernist backdrop of the Malaparte in Capri.


Creative Director: Anthony Vaccarello ; Director: Nathalie Canguilhem; Photographer: David Simms; Models: Kate Moss and Jamie Bochert


Balenciaga Mens
Taking inspiration from the 80’s and 90’s that made the success of Demna Gvasalia, the Italian designer uses families as the protagonist of the campaign; featuring the all-blonde family seen on catwalk at the Balenciaga.

Creative Director: Demna Gvasalia; Photographer: Robbie Augspurger; Stylist: Lotta Volkova; Models: Unknown


Phoebe Philo usually takes her design inspiration from her own emotions and channels feelings into product. Philo talked about feeling optimistic, celebratory and joyful, emotions that inspired her whole collection.


Creative Director: Phoebe Philo ; Photographer: Juergen Teller; Models: Ling Chen


Marking the 20th anniversary of Gianni Versace’s death, sister Donatella's SS18 debut took 2017 by storm and continued with the SS18 campaign. In honour of the brand’s beloved founder, the campaign paid tribute to Gianni’s iconic AW91 show and the future of the brand by infusing the old faces of the brand with the new.


Chief Designer: Donatella Versace; Photographer: Steven Meisel ; Make Up: Pat McGrath; Models: Naomi Campbell, Gisele Bündchen, Irina Shayk, Christy Turlington, Natalia Vodianova, Raquel Zimmermann, Kaia Gerber, Gigi Hadid, Grace Elizabeth, Vittoria Ceretti, Cara Taylor, Birgit Kos and Noah Luis Brown.

Miu Miu 
With a 1970’s Paolo Soleri inspired architecture-meets-ecology backdrop, the ‘Return to Arcosanti’ campaign featured models and actresses with a social activism presence, including Elle Fanning, who promotes gender equality with Real Girl; Adwoa Aboah, a mental health and social progress advocate through Gurls Talk, Save the Children and Heads Together; Edie Campbell, whose published work has focused on abuse within the fashion industry, as well as Cameron Russell, who is vocal and active about climate change awareness, poor treatment towards models and her equal-opportunity platform Space-Made.


Art Director: Giovanni Biano ; Photographer: Alasdair McLellan ; Stylist: Katie Grand ; Models: Elle Fanning, Adwoa Aboah, Edie Campbell, Cameron Russell, Olivia Anakwe, Oumie Jammeh, Faith Lynch and Rianne von Rompey

Prada Mens
In a campaign composed of fragments of stories, Miuccia found inspiration not only from the aesthetics of comic books but also its ideology; the overriding sense is of youth, energy and heroism.


Head of Design: Miuccia Prada ; Photographer: Willy Vanderperre ; Models: Joe Alywn


Epitomising the love affair between the city of Rome, the birth place of Valentino, and the fashion world, this years Spring/Summer campaign featured a lot of red and pink, symbolising its ‘new allure of glamour’.


Creative Director: Pierpaolo Piccidi; Photographer: Inez van Lamsweerde and Vinoodh Matadin; Models: Gigi Hadid, Adut Akech, Aurora Talarico, Felice Noordhoff, Oumie Jammeh and Rianne Van Rompaey


Created to evoke a “Utopian Fantasy,” the brand brought in Spanish artist and illustrator Ignasi Monreal to portray their surrealist inspiration. In a breathtakingly beautiful production, Monreal depicted each of the new season’s products in an aesthetical digital painting,


Creative Director: Alessandro Michele; Photographer: Glen Luchford ; Illustrator: Ignasi Monreal


Inspired by artist Niki de Saint Phalle and the 60’s, Maria Grazia Chiuri chose Russian model and art lover Sasha Pivovarova to pose in a photography studio surrounded by drawings depicting women with angular faces and alluring eyes; a reflection of herself and her emotions.


Creative Director: Maria Grazia Chiuri ; Photographer: Patrick Demarchelier ; Models: Sasha Pivovarora


Calvin Klein:
Gathered in an abandoned barn, Raf Simmons’s clear dark portrayal of America enthused the SS18 campaign. Horror-inspired props from the runway collection also made an appearance.


Chief Creative Officer: Raf Simmons; Photographer: Willy Vanderperre; Models: Alec Pollentier, Alyssa Traoré, Ariel Murtagh, Ben Allen, Blesnya Minher, Dylan Christensen, Ernesto Cervantes, Fernando Albaladejo, Jabali Sandiford, Jared Manhardt, Jonas Glöer, Julia Nobis, Kalib Besher, Kiki Willems, Leila Goldkuhl, Lexi Boling, Lulu, Mica Argañaraz, and Sara Grace Wallerstedt.