Changing Fashion Campaigns

The power of the fashion advertising campaign is not to be underestimated. While we may often leaf past them idly while thumbing through a magazine, there are some campaigns that have had a more serious impact over the years. Certain images are destined to define a particular mood, or to reflect a new idea, in a way that only truly iconic pictures could do, thanks to the creativity of some of the world’s most talented fashion insiders. Delve back through style history with us as we revisit some of the most influential fashion campaigns.

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Patrick Demarchelier’s first campaign for Calvin Klein, after Bruce Weber’s long tenure shooting for the brand, would be an important debut. But the job only fell to Kate Moss after Klein’s first choice, Vanessa Paradis, turned it down. So it became Kate’s ticket to stardom, beginning a long and illustrious career that included eight years working with Klein.

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Kate Moss for Calvin Klein, 1992 Photography by Patrick Demarchelier, Courtesy of Calvin Klein

349322 Louise Pedersen for Gucci S/S03 Photography by Mario Testino, Courtesy of Gucci

Never one to shy away from a scandal, Tom Ford again turned heads with his Gucci campaign for Spring 2003, styled by Carine Roitfeld and shot by Mario Testino, in which Louise Pedersen pulls down her blue knickers to reveal a Gucci G manicured carefully into her pubic hair. Ford later maintained in an interview with Tina Brown that he was personally responsible for the manicuring on set. “Why? Because we like to do things, we like to be in control,” he explained. “I even had to fill it in with an eyebrow pencil so that we could read it on camera.”

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