ad campaigns

Trend report: What to wear for SS26



The Row SS26

SS26 was the now infamous ‘reset’ season of mega designers taking up residence at new houses. The result is a broom-sweep of schloopy silhouettes in lieu of sharper cuts, bold injections of colour and a menu of fashion archetypes to choose from, rather than one or two overarching directions.

1/ PALETTE CLEANSER. One thing designers did agree on: this is a season for pure primaries in abundance. It’s a look that works really well on simple, architectural silhouettes which was especially clear at Jil Sander (below), Loewe and Celine as well as The Row (top). Just one piece can energise your everyday since primaries play so well against grey, beige and denim. The Loewe ‘Sports Walkman’ yellows (below) are pure summer holiday vibes and I love a red cardigan to offset khaki, white or grey. (more…)



Milkshake on my mind



GAP ad featuring Katseye 2025

Why is everyone obsessed with the latest Gap ad?

I have some thoughts.

The ad dropped last Tuesday and the thing that first grabbed my attention was the catchy tempo of Milkshake (originally by Kelis, but this time covered by K-pop girl group KATSEYE), accompanied by Robbie Blue’s brilliant staccato choreography.

It felt like a return to ye olde Y2K Gap campaigns and I guess the timing of a feelgood Gap denim throwback chimed against the controversial American Eagle ad (more…)



Why we all love New New Bottega



Bottega Veneta campaign Tyler the Creator.

Louise Trotter’s New New Bottega hasn’t launched yet, however, we’ve all been swooning over her first campaign*, which went instantly viral last week.

Seeded with a series of close-up hand gestures photographed by Jack Davison, we soon identified the owners of those hands, revealed in videos accompanied by their poetic musings on the power and symbolism of hand work. (more…)



Into this: Gap x Dôen



Gap x Doen Kirsty Hume

Has Gap finally nailed it? Since Zac Posen took up his mission-almost-impossible post as creative director last year, all eyes have been fixed on the revival. Don’t we all want Gap to succeed? I do.

And this collab with Californian sisters Dôen looks to be a winner. (more…)