Flicking through March’s British Vogue (not overlooking the incredible Steven Meisel cover of ‘90s supermodel Naomi Campbell clutching her adorable new baby — the reason why we bought the magazine in the first place), one cannot help but notice the plethora of star-studded and vibrant SS22 fashion campaigns that have been released by the big name brands, from Squid Games’ HoYeon Jung striking a pose for Louis Vuitton, to singer Miley Cyrus munching on cake for Gucci, the season of new beginnings and end(ish) of Covid has brought with it a feeling of fun and freedom that is emulated in these adverts through bright colours and joyful pastimes — are you ready to step in?
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Naomi Campbell by Steven Meisel for British Vogue
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Up first are Louis Vuitton who has nabbed South Korean star HoYeon Jung for their #LVSS22 womenswear collection, proving just how in demand up-and-coming names are for fashion labels. British tennis player Emma Raducanu is another example of this — she is the face of Dior and Tiffany & Co. Since appearing in the Netflix smash-hit series, Jung has been catapulted to superstardom with campaigns for Chanel and Bottega Veneta, as well as covers for Vogue, ELLE, Harper’s BAZAAR and W. Shot by photographer David Sims, the campaign sees the statuesque HoYeon mid-dance against a backdrop of bright blue and stars, clad in a black blazer, baggy jeans and polka dot peep-toe boots. Also to feature are Australian actress Samara Weaving, French journalist Agathe Rouselle, Norwegian model Kristine Lindseth and Danish catwalk regular Mona Tougaard, who show off their moves in front of midnight blue and fluorescent pink and lime for an art nouveau, '60s-inspired shoot of swinging bags, ball gowns and waistcoats.
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HoYeon Jung for Louis Vuitton SS22 by David Sims via British Vogue
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Over the page is 'Wrecking Ball' singer Miley Cyrus eating cake wearing a black mesh halterneck bralette, white feathered jacket and a crystal embellished Mickey Mouse-esque hat and eye mask for Gucci’s Love Parade campaign, which debuted on Hollywood Boulevard back in November. Snoop Dogg, Jared Leto and Macaulay Culkin have also been enlisted for a series of retro-inspired images of feasting and champagne guzzling, giving the reader a glimpse into the antics of the rich and famous. Much like LV, Gucci has gone for colour and vibrancy in their two-page British Vogue spread, with bright purple flowers and a fluorescent green and yellow cake, along with a side of punk in the form of tattoos and a patent leather eyelet bag. Alessandro Michele is a clear fan of debauchery and excess in his campaigns, having enlisted Iggy Pop and Gucci Mane for Gucci Cruise 2020, which showed the 'Godfather of Punk' and rapper rocking up to a decadent ‘70s shindig entitled #ComeAsYouAreRSVP...
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Miley Cyrus for Gucci Love Parade by Mert Alas and Marcus Piggot via British Vogue
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Dior meanwhile has gone A Clockwork Orange for the new season with a campaign shot against a trippy zebra crossing-inspired backdrop, as well as ‘60s styling of mod dresses, colour blocks and knee-high boots. The star of the show is the iconic Mini Lady Dior Bag in tangerine with an entire page dedicated to it. Creative Director Maria Grazia Chiuri celebrates the playful and pop art world of Calabrian artist Anna Paparatti, who designed the game-inspired set of Dior's SS22 show, through vibrant pops of colour and abstract geometry. The shoot also promotes diversity with models of black and Asian origin taking centre stage.
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Dior Spring-Summer 2022 by Brigitte Niedermair via British Vogue
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Prada’s SS22 campaign entitled ‘In the Mood for Prada’ sees the ‘80s motorcycle jacket making its comeback for Spring-Summer, as well as an all-together indie meets Y2K vibe in the form of a black mini skirt and dark red shoulder bag. Diversity also prevails with up-and-coming model Selena Forrest rocking big hair and a nose ring to add to the rock 'n' roll aesthetic. Euphoria's Hunter Schafer also stars in a bright yellow corset-style jumper, light pink skirt with daring back slit and bang-on-trend mules. Again, we see pops of colour throughout the pieces, as well as in the teal and blood red backdrop. What comes to the eye is how relaxed Selena and Hunter appear, almost like they have been captured mid-act or whilst getting ready, and thus creating a very realistic and authentic fashion campaign.
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Selena Forrest for Prada SS22 by David Sims via British Vogue
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Hunter Schafer for Prada SS22 by David Sims via British Vogue
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Next are CHANEL, who has ventured outdoors for a garden-inspired shoot in Provence, perhaps a subtle nod to the end of lockdowns and freedom to explore. The campaign sees the house's muse Vivienne Rohner posing up a storm amongst various lush scenery, including one of her reclined against a tree bark wearing a black top with silver bow choker, purple mini skirt, patent leather Mary Janes and a classic quilted chain bag. In another image, the Swiss model is seen seated at a garden table in a multicoloured tweed jacket and skirt, pink crop top, large shades and an iconic flap bag in lilac, a key colour for Spring/Summer.
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Vivienne Rohner for CHANEL Spring-Summer 2022 by Inez and Vinoodh via British Vogue
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Ralph Lauren has also taken the cameras outside for their #RLCollectionSS22 campaign, an ocean-inspired shoot with the sea and rocks acting as a backdrop. Think ‘70s boho with vibrant ikat-printed blazers, jumpsuits, maxiskirts and platform heels, embellished boyfriend jeans, blue flannel and crisp white shirts and vintage turquoise and silver belts. The entire range is inspired by designs traditional to Uzbekistan and Tajikistan, countries that were formerly a part of Iran 🕊️.
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#RLCollectionSS22 via British Vogue
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As we turn the British Vogue pages, the SS22 fashion campaigns present to the reader a penchant for colour, vibrancy, ‘60s silhouettes, a rebellious attitude, and above all, fun, freedom and optimism for the present and future.
