See all the season’s biggest marketing moves, from ad campaigns and digital initiatives to major ambassador partnerships. Got some news to share? Send it to [email protected]
March 4, 2022: Legendary singer Toni Braxton with her sons Diezel and Denim Braxton star in Diesel’s latest campaign. Shot by photographer and director Frank Lebon, the Braxtons, along with German-Spanish actor and singer Aron Piper; American artist, actress and model Lauren Tsai; model Ella Snyder; and Diesel’s very own founder and chairman of OTB Group Renzo Rosso, are seen in the brand’s first ad campaign to celebrate the launch of Diesel Library, the label’s responsible denim line. Part of the debut collection from creative director Glenn Martens, Diesel Library embodies a new approach to a more genderless design concept, bringing sustainability to the forefront of the process, a fusion of Diesel’s denim expertise with innovations towards a better future. Every piece in the Diesel library is designed to minimize impact, incorporating responsibly sourced cotton and other environmentally preferred materials and trims, as well as washes and finishes designed to limit water and chemical usage. These include alternative pumice stone, Ozone and nebulization treatments and mineral dyes.
March 1, 2022: With a team of athletes already in place across Europe and China, Vibram has expanded its roster into North America by signing eight people to its trail running, climbing and alpine teams. The Vibram U.S. Trail Running Team now features pro ultra trail runner Meredith Edwards, elite ultra trail runner Amber Febbraro, Guinness world record-holder ultra trail runner Alyssa Clark, competitive skyrunner Abby Jahn and elite triathlete and marathoner Corbyn Jahn. The two additions to the Vibram U.S. Climbing Team are 2021 Combined Pan-American champion Sienna Kopf and expert guide and climber Kevin Capps. Lastly, Michael Mawn, the men’s snowboard winner of the 2022 Freeride World Tour Baqueira Beret stop, is now on the Vibram U.S. Skialp Alpine team. Vibram also announced new additions to its European athlete team: Vincent Loustau to its France Trail running Team and Eliott Lapotre to its France Mountain Bike Team.
Feb. 23, 2022: Footballing icon Zinedine Zidane is starring in Y-3’s latest campaign which celebrates the 20th anniversary of Adidas’ collaboration with designer Yohji Yamamoto. Shot by Gabriel Moses, the campaign, dubbed “20 Years: Re-Coded,” spotlights Zidane’s presence while celebrating Y-3’s enduring relationship with the world of sport, according to Y-3. “Sport is Y-3,” Yamamoto said in a statement. “It is the brand’s central essence and inspiration.”
Feb. 23, 2022: Danielle, Este and Alana Haim star in the spring 2022 Signature collection for Coach. Shot by photographer Juergen Teller, the campaign also stars Ma Zhe and Xiao Wen Ju. The Signature campaign captures the cast in New York and Shanghai, where they are seen wearing the brand’s Signature denim ready-to-wear pieces and boots as well as the Rogue, Tabby and Field Tote bags. Part of the house’s spring campaign, introduced last month with “That’s My Ride” and a colorful reimagination of the house’s Horse and Carriage, the Signature campaign continues the season’s message of remixing Coach icons to tell the story of a new generation. “Spring celebrates the way our house codes can be a platform for personal style and self-expression,” said Stuart Vevers, creative director at Coach, in a statement. “Our next chapter celebrates Signature, an enduring house symbol reimagined in a language of individuality, ease and optimism that speaks to the attitude of today.”
Feb. 22, 2022: Neiman Marcus has released its full spring ad campaign. Dubbed “Looking Forward, Forward Looking,” the campaign aims to inspire customers to embrace tomorrow’s opportunities, the future of style and transformation of seasons, the retailer said in a statement. Shot in the otherworldly Mojave Desert on Bristol Lake, its crystal-clear water and dry sandy flats showcase the next wave of designer looks. “Looking Forward, Forward Looking” includes more than 10 new and emerging brands as part of the 267 brands featured in the campaign across the women’s, men’s, children, home, and beauty categories. In March, Neiman Marcus will unveil its spring issue of The Book, which features the campaign spotlighting luxury designer brands alongside emerging talent and key must-haves for the season. Photographed by Emma Tempest, the covers feature looks from design houses Peter Do (women’s) and Casablanca (men’s).
Feb. 21, 2022: Beanie Feldstein, Deng Lun, Jared Leto, Jungjae Lee, Liu Wen, Miley Cyrus, and Snoop Dogg star in Gucci’s “Love Parade” campaign. Shot by photographers Mert & Marcus, the campaign is a celebration of the collection Alessandro Michele showed on Hollywood Boulevard in November. There, using the famed street as a runway, the brand’s creative director presented a collection that paid homage to the mythicism of Hollywood, an enchantment that has both personally touched Michele through his own childhood and also more broadly helped to build the Italian luxury brand’s own fabled pop culture status.
Feb. 15, 2022: Gucci has released the new campaign for its men’s Pineapple collection. The Gucci Pineapple collection lives through a vibrant and light-hearted campaign captured in the jet-setting beau monde’s beloved winter escape—The Colony Hotel in Palm Beach. A laid-back, highbrow mood pervades in the campaign as a cast of characters unwinds and tunes into the relaxed and colorful setting. Mixing collegiate and streetwear aesthetics in a palette of pastels complemented by deeper blues and greens, the Gucci Pineapple collection presents a light-hearted mood. Ready-to-wear pieces ranging from formalwear to fleece tracksuits are enriched by a patch recalling the number 22,705, the songs that include a reference to Gucci within the lyrics. Sneakers and leather accessories complement the selection, proposing the pineapple motif in a bright yellow print that stands out against the GG supreme canvas base. The collection will be showcased in Gucci stores worldwide through dedicated window displays and pop-ups throughout in the United States.
Feb. 15, 2022: PGA Tour Players including Justin Thomas, Webb Simpson, Will Zalatoris, Max Homa, and Sungjae Im star in FootJoy’s newest campaign. Called “Innovation is a Force,” the campaign was developed in partnership with creative partner Butler, Shine, Stern & Partners (BSSP). The brand creative will be accompanied by a series of 15-second, high impact videos showcasing FootJoy’s primary footwear launches this spring. This includes the all new Tour Alpha, the athletically-inspired Fuel, the Field, a new addition to the Premiere Series line, and an update to the Pro|SL. “Innovation is a Force” will run across global TV, Print, Digital and Social, and will be supported by paid digital and social elements. This is the fifth campaign from FootJoy and BSSP since they began their partnership five years ago.
Feb. 10, 2022: Dior has unveiled its spring/summer 2022 ready-to-wear collection campaign. Designed by Maria Grazia Chiuri, the collection celebrates Italian artist Anna Paparatti’s colorful questioning of the role of play in our lives. Shot by Brigitte Niedermair, the Dior creations come to life in the same chromatic spirit. A corresponding video showcases the color pops seen throughout the collection with a playful beat of Daft Punk’s “Around the World.” Spanning boxy jackets and miniskirts, vibrant looks and colorful versions of the iconic ‘Lady Dior’ handbag, influences this season range from the revolutionary 1961 “Slim Look” collection of former Dior artistic director Marc Bohan to the Italian art movements of the 1960s and legendary Roman nightclub, the Piper Club.
Feb. 10, 2022: Louis Vuitton has revealed its women’s spring/summer 2022 campaign shot by David Sims. Exuding an air of ‘60s pop, the bold and bright campaign sees actors Stacy Martin, Samara Weaving, Agathe Rousselle and Hoyeon, alongside singer Lous and the Yakuza, among others, are captured in dance-like motion against colored backdrops. The new Petite Malle East West and varied colorways of Coussin and Twist also take centerstage in the campaign, swinging in the foreground of the pop-colored campaign. The Moonlight sandals – tall and short – complete the looks as the footwear of choice to dance the summer away. The campaign will be unveiled in February print issues and on online platforms worldwide.
Feb. 10, 2022: DKNY continues its “Do Your Thing” campaign series for the spring/summer 2022 season. Photographed by Marili Andre, the label’s new “Do Your Thing For Love” campaign features real-life couples, model Ebonee Davis and rapper Smino, and designer Lindsay Vrckovnik and model Tyler Blue Golden. In the photo series, the couples show what they do for love and how they explore meaningful connections in modern day New York, according to DKNY. “Do Your Thing For Love” kicks off a series of monthly theses, followed by “Do Your Thing For Fun,” “Do Your Thing For Family,” “Do Your Thing For The Future,” and “Do Your Thing For Community.”
Feb. 8, 2022: Saks has tapped Academy Award-winning actress Lupita Nyong’o for its digital-first spring 2022 campaign. Shot by Joshua Kissi, Nyong’o is seen in the campaign in a stunning Versace matching set, as well as outfits from designers Brandon Maxwell, Mônot and LaQuan Smith. And, in a video for Saks, Nyong’o spoke about about her passion for style, upcoming role in “Black Panther: Wakanda Forever,” her favorite red carpet looks and personal career highlights. “[I approach my red carpet style] with curiosity and a sense of humor,” Nyong’o said when asked about her attention-getting movie premiere looks. “I love dressing up, it just reminds me of being a kid and coming up with outfits from sheets and towels and things. It’s a chance to make believe and to just live at a higher level. So, I have fun with it.” Tracy Margolies, chief merchandising officer at Saks added: “As a fashion authority, Saks strives to bring new, exciting and unique voices in design to our customers and this season is no exception. We are dedicated to providing the very best assortment and this campaign reflects the fun trends of the season to come.”
Feb. 2, 2022: Kaia Gerber stars in the new Ports 1961 spring/summer 2022 ad campaign. In the campaign, shot by Steven Meisel and art directed Fabien Baron, Gerber is seen in the brand’s patchwork graffiti print dress and a black sequined mini, worn with heavy chain jewelry and chunky platform boots. The model and actress is also featured in star pieces that further explore leather: cut on curves, ribbed and stamped like snakeskin, according to the brand in a statement.
Feb. 2, 2022: Fendi has released its women’s spring/summer 2022 campaign ad campaign. Creatively directed by Ronnie Cooke Newhouse and Karl Bolander, and shot by Craig McDean, the campaign is a “celebration of the joyful irreverence and empowered femininity that defined the collection, conveyed through bright colors and a delightful atmosphere,” Fendi said in a statement. The campaign features five models – Vittoria Ceretti, Yilan Hua, Barbara Valente, Rianne Van Rompaey and Anok Yai. According to the Italian luxury brand, the inspiration for the season comes from a logo hand-sketched by fashion illustrator Antonio Lopez, who drew upon his own “liberated sensibility” and Studio 54. What resulted is a modern perspective on disco-age glamour.
Feb. 1, 2022: Burberry has revealed its spring/summer 2022 campaign. In this campaign, raw studio shots by Mert and Marcus are contrasted with candid shots by photographer Chris Rhodes taken backstage at the spring/summer 2022 presentations. The differing perceptions allow the collections to transfigure in their different viewpoints, according to the British luxury brand. “The spring/summer 2022 menswear and womenswear shows had this visceral energy that was contrasted with really beautiful soundscapes,” said Riccardo Tisci, chief creative officer at Burberry. “I wanted to continue this dialogue in the campaign, a flicking between realities, contrasting Mert and Marcus’ pure youthful energy with Chris Rhodes’ raw youthful spirit. As we come out of lockdowns around the world, I wanted this campaign to make people feel something, free to dream, free to feel youthful and alive again. It is a beautiful dance, a very raw energy that’s powerful and full of life. Like an awakening.”
Jan. 31, 2022: Adidas is launching several new women-focused initiatives as part of the brand’s Impossible Is Nothing campaign. The new programs will focus on supporting new and established athletes via new products within footwear and apparel, athlete partnerships, and grassroots programs such as the Breaking Barriers Academy in Europe, which will provide educational resources to sporting clubs and athletes regarding gender equity in sports. Adidas will also continue to highlight female athlete stories via a film series that kicks off next month.
Jan. 31, 2022: AMI has released its spring/summer 2022 campaign shot by Sam Rock. The French fashion brand described the mood as a “road trip in the immensity of the desert, an escape from reality, an ode to friendship and life.” Shot in the semi-arid desert near Almeria, in southern Spain, the cinematographic images are inspired by the inimitable style of American indie movies. The mostly black-and-white photos feature AMI’s spring/summer ‘22 collection. Marking the first collaboration between AMI and Rock, the campaign was entirely shot with an analog camera — the British photographer’s trademark — which confers the campaign its nostalgic aura.
Jan. 25, 2022: Brioni has tapped Jude Law and his son Raff Law as its new ambassadors. Both will debut in this role with the spring 2022 campaign photographed by Craig McDean. The Laws succeed Brad Pitt, who has been a house ambassador since 2019. Last April, the Italian menswear company said it was collaborating with the American Academy Award-winning actor and producer a step further, by unveiling a capsule collection created together. That was the first time Brioni partnered with an ambassador on a capsule collection, which was called BP Signature. Fellow Hollywood legends Pierce Brosnan, Anthony Hopkins and Samuel L. Jackson were previous Brioni ambassadors. McDean succeeds peers Gregory Harris and Mikael Jansson in lensing the campaigns.
Jan. 24, 2022: Sorel footwear will air its first-ever TV commercial starting on Monday, spotlighting its new Kinetic Breakthru sneaker from the spring 2022 collection. According to Sorel, the brand teamed up with director Madeline Kelly, who brought to life a “story of grace, confidence and excitement” while unveiling the new shoe. Kelly worked alongside a female cast and female led crew, a detail important to Sorel, the brand said in a statement. A theme of empowerment echos throughout the spot, documenting a woman through an experience of changed plans, rising to the occasion and finding her voice. “The storyline of this commercial beautifully illustrates our core values,” said Natalie Hayes, Sorel’s VP of global brand marketing. “Sorel’s vision of fusing fuction with style has fortified our place as a wardrobe mainstay for any occasion, all year round. For this our first TV spot, we wanted to bring to life a day of our consumer, wherever their journey takes them.” The commercial will run throughout spring across Hulu, Peacock, YouTube TV amongst others.
Jan. 20, 2022: Rapper Iann Dior is the new face for MCM’s spring/summer 2022 campaign. The campaign, shot in real and virtual form includes still imagery photographed by Reto Schmid and motion directed by Torso with looks created by Haley Wollens. The resulting visuals weave between moments of serenity in nature and the buzz of a city, an intermingling of rural and urban — poolside, adrift in a colorful sea of clouds, or lost in a utopian ‘megastructure’ designed based on the graphics and colors of the season. According to the German fashion brand, it borrowed design aesthetics from metaverse artists Superstudio, Memphis, and MC Escher to create a virtual city-space that is “anywhere and everywhere.”
Jan 3, 2022: DSW has partnered with country singer, songwriter and television personality, Jessie James Decker to launch a limited time sneaker capsule available today. The Jessie James Decker x DSW collection was curated by singer and informed by her expertise and authority on sneakers. The collection features products from brands such as New Balance, Reebok, Converse, and Skechers, all under $150 each. “I am so excited to partner with DSW on this curated capsule of sneakers for every occasion,” Decker said. “From fashion, fitness, and fun, DSW is a one stop shop for me and my family for everything we need from our favorite brands and most sought-after sneaker trends.”
Big December 2021 Marketing Plays
Dec. 28, 2021: Roger Vivier has launched a new “Bonjour Vivier!” series on its YouTube channel. Hosted by creative director Gherardo Felloni and fashion critic Sophie Fontanel, whimsical weekly videos share information ranging from designs of 18th century footwear to the versions of Vivier buckles Felloni has designed. The latest discusses details like arch support and what makes a shoe “sexy.” In Felloni’s words, “It all depends on how you dress.”
Dec. 27, 2021: Macy’s Inc. has partnered with influencers Denise Mercedes and Maria Castellanos to launch a limited loungewear run, WWD reported. The pair has garnered attention on social media for their viral size and style inclusivity videos that showcase one style in two different sizes. For this launch, the influencers have curated their own Style Not Size for Jenni collection at Macy’s. There are currently three drops planned for the collection.
Dec. 20, 2021: Moncler has launched its newest digital service exclusively on its website, moncler.com. Called “Moncler Select,” the service features guest curators from the world’s most dynamic personalities in sport, fashion, business, and entertainment. Moncler’s first guest curator is 15-time Grammy Award-winning singer, songwriter and producer, Alicia Keys. According to the brand, her handpicked shoppable editorial, “A Day in NYC,” invites users to immerse themselves in the indomitable New York mood, as they browse and shop Keys’s ultimate edit of Moncler clothing and accessories – all while streaming her powerful new album, “Keys.” Further curations to follow in 2022.