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  • Alejandra Cerball

5 Holiday Fashion Campaigns We Love in 2019

It’s the most wonderful time of year, and a luxury retailer’s job isn’t complete without an effective holiday campaign. Long before you’re getting into the Christmas spirit, the creative content team is working hard to put together storylines, fashion photography, and videos to captivate shopper’s attention. A campaign is effective if it sways where shoppers spend their money.


We’ve rounded up our top picks for creative campaigns of the season from the top fashion houses. From romance novel inspired sagas to holiday escapes to beach destinations - the holiday season is filled with unique and exciting interpretations of what makes the holidays so special.


GUCCI


The Gucci Getaway ad campaign takes us on board a festive cruise ship accompanied by the tune of Little St. Nick by The Beach Boys. The 2019 Gift Giving campaign captures what a festive holiday cruise should be - fun, light, and entertaining. Sunny shores and below deck celebrations with trees set the scene for the campaign. Gucci Creative Director Alessandro Michele packed the cruise liner with diverse characters having an easy-breezy joyful time on board. Even Santa is casual in a red t-shirt and baseball cap enjoying a cocktail with other sunbathers by the pool.


ROGER VIVIER


Christmas is the season of love and magic, and Roger Vivier captured that message in its holiday campaign, “I Woof You!” Created by Creative Director Gherardo Felloni, the film is a tale about soulmates and puppy love. The film and campaign feature a well-dressed couple in Paris and two adorable dogs that you can’t help but love. It has a romantic flair, with a red ribbon that the woman and dog follow to the gates of Jardin du Luxembourg. Here a wonderful surprise is waiting for both her and her dog. “I Woof You!” features a unique holiday selection of shoes and accessories featuring sparkling buckles and crystals.


MULBERRY


For the 2019 holiday ad campaign, Mulberry created a poem and short film entitled “The Season of Light.” The poem by Caleb Ferni is what moved us. It focuses on family time and feelings evoked by the “season of radiance.” The campaign celebrates the wonder and sense of connection that links Christmases past, present, and future. Mulberry also incorporated the hashtag #MulberryLights and is spreading joy and projecting messages of optimism across the UK.


BURBERRY


We appreciate the diversity and message behind Burberry’s “What is Love” holiday campaign. From casual looks to cocktail dresses and suits for the holidays, Burberry Chief Creative Officer Riccardo Tisci put together a campaign with a diverse cast of bohemians, athletes, artists, and models for the video and campaign. Directed by iconic photographers Mert & Marcus, the #BurberryFestive campaign celebrates the essence of love at this special time of year – those who make you happy, lift you up and bring you joy. In the video, the message “What is Love?” is splashed across a clean white background that includes a catchy song performed by Deee-Lite.


VERSACE


A holiday saga is front and center of Versace’s holiday ad campaign. Created in collaboration with Sarah Baker and Baroness Magazine, Versace’s holiday campaign focuses on female empowerment. Inspired by vintage romance novels, and told in six chapters with videos, stories, and photos, this campaign features characters that navigate tumultuous affairs and overcome adversities. It’s a fun, creative fantasy with a cameo by Donatella.


When it comes to your brand, photography is the first impression that your potential customers see. Learn what tools we love to help you edit your photos like a pro, and reach out to McMillan Creative to help you tackle your photography needs.


Alejandra Cerball is a journalist, writer, and travel + lifestyle blogger. She writes about travel, fashion, beauty, technology, and empowering women in business. alexcerball.com

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