Looking at some of the SS17 ad campaigns there is a prevalent nature of provocative nuances. Some designers like Raf Simmons, whose campaign for Calvin Klein blended art, nudity and the pop culture, fall closer to 0. While others such as Anthony Vaccarello fly past 10 leaving little to the imagination with his short film for Saint Laurent. In this time and era of sex that we live in provocative ads like these are becoming less and less risqué and more expected. Designs, branding and campaigns are strategically geared towards all levels of provocative nuances and the generations of today.
Calvin Klein SS17
In Raf Simmons’s first ad campaign for the iconic American brand he chose to showcase just that. The campaign appropriately titled American Classics is clean, airy and artistic. In an empty art gallery male models clad in CK briefs, stand still taking in the large pieces of artwork. The campaign reads as cool and modern. Photographer Willy Vanderperre captures models embracing skin to skin wearing nothing but Calvin Klein denim. A true depiction of Raf Simmons’s take on the CK denim ads that made the brand an iconic and household name.
A little more in your face, Alessadro Michele ‘s campaign for spring is bright and eclectic. The ad feels like you just walked into an anything goes party for a young but wealthy crew. Rhinestone encrusted sunglasses adorn models lazily lying in fountains. Exotic animals pop in and out of shots and models look dazed in the crystal clear water of the fountains. The provocative nature of this campaign is more suggested and a far cry from what the house was used to. During the Tom Ford era, the saying “Sex Sells” rang true for almost every division of the Gucci house.
Saint Laurent SS17
The overt sexual images and provocative nature of this campaign should come at no surprise given the garments presented during fashion week and, the overall aesthetic of lead designer Anthony Vaccarello. In his short film entitled Evening Part 1, a camera winds through a party noir where clothing is optional and sensuality and sexual tension are high. The risqué film showcases the clothing in a hip party nature that is modern and relatable to generations today, whether we choose to like it or not. With provocative movements and narration it pushes the envelope and builds suspense for what Part 2 will be.
Written by JESSICA FIELDS
Visual Editor JALAL MOUGHRABY
Photos by Harper's Bazaar, thefancyplum, Gucci