Fashion superlatives: The 10 best fall/winter 2016 campaigns

Fashion superlatives: The 10 best fall/winter 2016 campaigns

Cream of the crop

Text: Andrea Sim

Image: Instagram | @balmain

With FW16 in full swing, we bring you the top 10 brands that've hit the home run on their seasonal campaigns — including Gucci's takeover of Tokyo and Chanel's radical new direction

 1. Best storytelling: Miu Miu
Played out at the sprawling Norfolk Estate, British photographer Alasdair McLellan captures the season's poor little rich Miu Miu girl amidst a girlie get-together. In sync with the collection that chronicles an upperclass lady with a dwindling fortune, Mrs Prada's narrative for fall 2016 is vivid in McLellan's saturated tones. 

2. Best collage: Chanel
"I was tired of a girl holding a bag", Karl Lagerfeld explained to WWD. The result? Behold: A visually arresting cut-and-paste collage backdropped by Chanel's iconic quilting. In the biggest departure this season from their previous campaigns, the Kaiser sure bit the bullet and gunned for his new vision. "I love collages, and I thought the collection was really suitable for collages." Now that's what we call efficient.

3. Best cinematic imagery: Gucci
In a series of visuals lensed by photographer and film director Glen Luchford, the Gucci gang infiltrates the streets of Tokyo clothed in Alessandro Michele's signature decadence. Captured off guard and subtitled for an aural dimension, these moments in time juxtapose Japanese traditions against the effervescence of youth. Hands up if anyone else is keen on a Gucci film. 

4. Best artist collaboration: Burberry
Commisioning young artist and interior decorator Luke Edward Hall for this season's advertising imagery, Burberry's celebrated classics (the trenchcoat) and latest arm candy (the fall 2016 Patchwork bag) have been interpreted in Hall's enderaringly child-like illustrations. Love his aesthetic? Get tips on interior decoration straight from the horse's mouth

5. Best star power: Calvin Klein
It's not just one half of the Hadid sisters that gets to flaunt her Calvins in pixels. As with last season, the American label has a pack of star-studded names in tow. Model Anna Ewers, Grace Coddington, musician Tommy Genesis, Presley Walker Gerber, rapper Young Thug and footballer James Rodríguez... seriously, we've lost count. 

6. Best representation of the American dream: Coach
Manhattan skyline, varsity jackets, and Stuart Vevers' Americana florals. Throw in the vintage ride perfect for hightailing from Indiana to the Big Apple and there you have it: The all-American dream — befitting of the heritage brand that's iconically New York. However, those metallic, heeled interpretations of cowboy boots are the one thing that give the game away. Who traipses in from the Midwest wearing these?

7. Best heritage campaign: Dolce & Gabbana
Fall/winter 2016 sees Dolce & Gabbana shining the spotlight on their Italian roots. Rediscovering the sights, sounds and people of Naples, the brand tasked Franco Pagetti — world news and conflit reporter — with lensing a honest-to-goodness campaign steeped with the human element. Forget striking poses and controlled emotions, interaction is gold here. 

8. Best personality profiles: Marc Jacobs
Marc Jacobs has always been known for his alternative profiling of personalities. A pensive and intimidatingly gothic Kendall Jenner? Sure. Also giving Cara Delevingne a stoic makeover, the class A designer penned a series of heartfelt notes (on Instagram) sharing his relationship with each and every of the FW16 campaign stars — proving that no one does it quite like Jacobs does. 

9. Best pop culture reference: Balmain
The Kanye-Taylor feud has enjoyed 360 degrees of exposure over the past few weeks. Commanding the radio channels, gossip sites and everyone's facebook feed, they're the odd coupling that the world loves to hate, and hates to love. In light of Balmain's fall 2016 campaign starring Joan Smalls and the man himself , Ye will hopefully be generating a news narrative without T-Swift by his side. Thank you, Olivier Rousteing. 

10. Best mise-en -scène: Prada
If you're wondering what called for the variegated skies and star lit nights of the Prada campaign, don't. The brilliant backdrops were selected at random to place the Prada woman at the centre of the conversation. By symbolically disregarding the importance of time and place, the 27 models that stride boldly across the series are truly in command here.  You go, girl.