The Theme For The Fall 2017 Campaigns? Keep Fashion Weird

Photo: Courtesy of Gucci.
You know the drill: When it's cold outside, our favorite stores are selling T-shirts. When it's hot, they're hocking sweaters. The fashion world tends to do things a little backwards. That's why, over the past few weeks, high-fashion labels have been releasing their fall 2017 campaigns, prepping us for autumn a smidge too soon. But hey, there's nothing wrong with getting a jump start on some nippy weather dressing, and who better to help us than the Creature from the Black Lagoon? If that was a curveball for you as much as it was us, then wait until you see the rest of the fall line-up: it is divinely extra, and we just can't get enough.
That's right — fashion is getting weird. The fall 2017 campaigns mark a new era in the realm of fashion advertising. Like every season, designers continue to rely heavily on the big names — currently, the Hadids and Jenners are on a never-ending rotation — but, thanks to the industry's irreverent daydreamers, like Alessandro Michele and Raf Simons, other ads are becoming a lot cooler to look at. For the aforementioned campaigns, for example, Gucci and Calvin Klein's spots were quite literally set at the opposite ends of the Earth: one in space, and the other on a desert road.
Labels are also making waves with peculiar casting choices, with major French actress Catherine Deneuve fronting Louis Vuitton's campaign, and comedian Fred Armisen modeling for Kenzo. (Jaden Smith and Natasha Lyonne are in the mix, too). For decades, fashion ads have come under fire for their tendency to use tall, thin, white models, and only recently have they grown more inclusive and representative of real life, so it's even better that we now get to see some of our favorite people in surreal settings and incredible clothes.
Ahead, we've compiled some of the stand-out campaigns for the upcoming season. Let us know when you spot the UFO.
1 of 10
Photo: Courtesy of Dior.
As chic as this is, we're conflicted. It's equal parts "You can't sit with us" and "Hey, loser! Get in, we're going shopping." Either way, we'll take a beret and a bag, please.
2 of 10
Photo: Courtesy of Gucci.
Thank you, Gucci, for confirming that UFOs do exist, and that we can chase them in whatever clashing florals our hearts desire. Also, because we know you were wondering too: Is Taylor Swift in that suitcase?
3 of 10
Photo: Courtesy of Helmut Lang.
Helmut Lang
If you've never seen Blade, then Traci Lord's cameo in the newly renovated Helmut Lang probably means very little to you. But if you have, how epic is this? And clock that trench.
4 of 10
Photo: Courtesy of Stella McCartney.
Stella McCartney
British designer and eco-friendly fashion pioneer Stella McCartney's latest campaign is a lesson in contrasts: The more fashion we buy, the more harmful waste there'll be. So, why not stick to the essentials?
5 of 10
Photo: Courtesy of Louis Vuitton.
Louis Vuitton
Because at 73-years-old, French style icon and award-winning actress Catherine Deneuve is still fronting luxury fashion campaigns, and proving that, sometimes (or, at least for fall), a little black bag is all a gal needs.
6 of 10
Photo: Courtesy of Calvin Klein/Willy Vanderperre.
Calvin Klein 205W39NYC
A new era of American ready-to-wear is upon us, and it starts with Raf Simon for Calvin Klein 205W39NYC. Enough said.
7 of 10
Photo: Courtesy of Miu Miu.
Miu Miu
No, no. Your eyes do not deceive you. That is, indeed, Naomie Harris on a swamp boat in a New Orleans bayou wearing Miu Miu. And if you need any other reason to invest in this new wave of swamp attire, please refresh the page and try again.
8 of 10
Photo: Courtesy of Kenzo.
Uh oh. Looks like someone just remembered Fashion Week is right around the corner. Cheer up, Fred.
9 of 10
Photo: Courtesy of Chanel.
If there's anyone that can convince us to buy a couture hoodie, it's these two. Lily-Rose Depp and Cara Delevingne look très cool (and cozy) in Chanel's latest campaign.
10 of 10
After going over and over in our head whether or not stripes were going to make a comeback, we couldn't help but wonder: Is Delpozo trying to rewrite the future of fashion? Or is it trying to open up the door to its past?

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