by Ana Reitz
Amidst the festive spirit of the holiday season, many fashion labels have launched their campaigns, relying on the joyful, cheerful, and celebratory aspects of Christmas and New Year.
Even after controversies, Victoria's Secret proved that it's possible to shine again after a scandal, at least in terms of advertising. Besides featuring models such as Paloma Elssesser and Imaan Hamman, the lingerie label also had the iconic singer Mariah Carey, we’ve all heard “All I Want for Christmas Is You” a million times each year, in an alluring red matching set perfect for this time of the year.
As for Mirror Palais, since red is the colour of Christmas, think Santa, video creator Isabel Timmerman starred in a series of mini and long dresses, doing many things in the city, such as going shopping, walking in the park, eating, receiving presents, and passing time with the loved one. Marcelo Gaia, Brazilian-American designer and founder of the label, selected mini delicate red dresses, shimmery sensual gowns, and sublime black and white ones as the ideal pieces for a fancy Christmas.
In the same sophisticated tone, other labels enter the scene. Offering the perfect dose of risqué refinement for bright-festive nights, Balmain released its ad campaign with a snowy atmosphere and the house's enduring elegance element. From chic winter wear to elegant purses, Balmain's holiday collection conjugates a series of house archives and creative director Olivier Rousteing's personal references, such as an oversized bag entitled "Olivier's tote."
Miu Miu’s holiday campaign conveyed a sense of intimacy, elegance, and charm in its fur bags, shiny dresses, leather sets, and other accessories. Accentuating the classy, frosty, and chic aspects often connected with the season.
Diesel proved that to be jolly doesn't necessarily mean to be sophisticated; it just requires some humour. And when it comes to satirical fashion, Glenn Martens is an expert. As Creative Director, Martens was ambiguous with provocative slogans meaning Diesel took a risky and ironic approach to holiday ads this year that paid off.
The Italian label’s XXXMAS campaign draws inspiration from ‘90s porn clichés. "Naughty is nice" is the leading motto, with " Can you jingle my bell?", “Santa's big helper," and "Big gifts" following. The cast, featuring some adult entertainment industry figures, wore mini dresses, sheer panels, graphic T-shirts, ripped jeans, Diesel's iconic D-Hammer boots, D-Charm purses, 1DR mini bags, and other notable accessories.
Blending frivolity, known faces, and that unique festive sparkle, Jacquemus’ "Guirlande" campaign stars model Kendall Jenner and K-pop star Jennie Kim. While Jenner poses with skiing equipment, snow, and Christmas tree lights, the Black Pink singer appears in cozy-chic clothing and accessories as she plays with dogs. In one image, a golden retriever helps Kim get the perfect holiday ‘blow-out’ whilst wearing a comfortable green sweater with a metal-fur skirt and red tights that Blair Waldorf would certainly have approved. Fun and cheerful, the charm of each look is enhanced by the presence of the various puppies in the photoshoot, providing that holiday spirit we all adore.
Edited by Emily Duff