Coach sends a message on sustainability for Christmas. Photo: Coach
Christmas is just a few days away and if you’re not feeling the festive spirit yet, maybe these holiday campaigns by fashion labels will help set the mood.
Brands are certainly getting inventive – and quite a number have moved into the realm of creative storytelling to capture attention.
Berluti’s campaign is named Les Passe-Temps (French for “pastimes”). It highlights “treasures” designed to be cherished and shared at home.
It sends the message that special moments can be found in the time spent with loved ones playing games and just relaxing. Visuals show objects like classic games, as well as candles.
Read more: If you're thinking about buying a Christmas sweater, think long-term
Gucci also focuses on the joy shared with friends and family. In the video, you can see how different households celebrate the year-end.
Each frame plays on the idea that the magic of Christmas only happens when genuine connections are celebrated – whether via decorating the house together, having a special dinner or partying it out.
Burberry banks on cute animals to catch attention with its campaign images. Photo: Burberry
For those who find the holiday season to be a little too overwhelming social-wise, take a leaf out of Prada’s book. The brand is indicating that the magic of Christmas can be enjoyed in our own quiet spaces too.
Four world-renowned stars feature in the Privatesphere campaign. They include Stranger Things star Maya Hawke, Snowfall actor Damson Idris, Enola Holmes star Louis Partridge, and The Handmaiden actress Kim Tae-Ri.
Burberry decided to do away with people altogether. The fashion house’s campaign instead features tiny cute models: dogs and ducks. The visuals show homeware, footwear, and accessories photographed against quiet backdrops, but with the inclusions of said animals.
The Burberry EKD wool pillow acting as a pedestal for a trio of adorable ducklings? Now, who can tear their eyes from that?
Then you have Coach who created a whole storyline to go with their campaign.
Loewe's socially conscious collection is created in partnership with a Kyoto-based ceramics studio. Photo: Loewe
For this one, the brand weaves a tale of an eco-friendly character named Wasty. Spying on a girl in distress over wasteful holiday practices, the creature decides to help her transform discarded items into a fashion collection.
Read more: Ring in the festivities this year end with chic and sophisticated party wear
Loewe plays on the same social responsibility theme. Working with Kyoto-based ceramics studio Suna Fujita, the label introduced a short documentary film.
It tells the story of how founders Shohei Fujita and Chisato Yamano find inspiration in animals and naturalistic scenery.
Proceeds from every Loewe x Suna Fujita purchase is then donated to Save The Children’s Education In Emergencies programme, which ensures safe and protective learning environments for children in humanitarian crisis situations around the globe.
