Marketing Plays: Prada’s Latest Campaign Stars Model Who Went Viral

Jan. 10, 2019: Model Anok Yai’s whirlwind rise continues. The 21-year-old — who became an internet star in fall 2017 when a photographer snapped a picture of her at Howard University’s homecoming — is starring in Prada‘s spring ’19 advertising campaign. Yai was born in Egypt and raised in the U.S., but is of Sudanese descent and was the first Sudanese model to open a Prada fashion show, at the label’s fall ’18 runway presentation. “Working with Prada at the start of my career is incredible,” said Yai. “They’re an iconic brand that have always had a really cool approach to fashion. In this campaign, I played a character ‘Belle’ and did a whole audition. It was interesting to not only channel the character in photograph but also through a bit of acting.” Since signing with Next Models in 2017, she has also appeared in ads for Alexander Wang, Estée Lauder and Riccardo Tisci x NikeLab.

Jan. 10, 2019: The images from Kaia Gerber’s first ad campaign for Jimmy Choo are finally out. Shot by famed fashion photographer Steven Meisel, the campaign features a series of stunning portraits of the 17-year-old model. She is captured in a series of in-studio photos sporting the luxury label’s latest sneakers, heels and boots, paired in a youthful and unexpected way with oversized sweatshirts and jackets. The limited-edition T-shirts and sweatshirts were designed in collaboration with Mathias Augustyniak and Michael Amzalag of M/M Paris. The apparel will be available exclusively on the Jimmy Choo website.

kaia gerber, jimmy choo, spring 2019, campaign
Kaia Gerber in the “Bowie” bootie.
CREDIT: Courtesy of Jimmy Choo

Jan. 8, 2019: Oboz has a new crop of ambassadors who will contribute to its community engagement efforts. The new crew, boasting 22 outdoor adventurers across 15 states and Canada, will be tasked with testing product, appearing at company events and providing expertise through blogging. Also, the brand has several outings planned for the team this year including hiking Half Dome in California’s Yosemite National Park, trekking Torres del Paine (in Chile’s Patagonia region) and others.

Oboz 2019 Ambassadors
A few of the 2019 Oboz brand ambassadors.
CREDIT: Courtesy of Oboz

Jan. 7, 2019: Model-slash-actress Poppy Delevingne stars in Roger Vivier‘s spring ’19 catalog, in a series of decadent yet playful images dubbed “Paris, les Désirs & les Demoiselles.” The images are inspired by creative director Gherardo Felloni’s first collection for the luxury house, one that features a rich color palette that serves as “a powerful vehicle to project the joie-de-vivre and positivity” of the storied label. In the photos, Delevingne and friends luxuriate in her Right Bank apartment before transforming into glamorous evening attire for a night on the town, all the while clad in bejeweled pumps, boots and sandals. Their journey ends in the Place de la Concorde, where they trade their heels for embellished Viv’ Run sneakers.

Roger Vivier Spring 2019 Poppy Delevingne
Roger Vivier spring ’19 campaign featuring Poppy Delevingne and friends.
CREDIT: Courtesy of brand

Jan. 4, 2019: For the release of Puma‘s new Muse Trailblazer silhouette, the latest style in its Muse Women’s sneaker range, the brand naturally turned to model and civil rights activist Cara Delevingne to serve as the face of the launch. Designed to be the embodiment of individuality, style and performance, the Muse Trailblazer boasts a running-inspired slip-on silhouette with a breathable textile upper, elastic cross straps for support and an ignite foam insole that’s designed to adapt to the female foot. The Muse Trailblazer is meant to empower women, which echoes the inspiring “be yourself” and “women supporting women” message of Puma’s 2018 #DoYou campaign starring Delevingne and other inspiring females.

puma muse trailblazer, cara delevingne
Cara Delevingne for Puma.
CREDIT: Courtesy of Puma

Jan. 4, 2019: Adidas and Yohji Yamamoto give new meaning to “industrial strength” fashion with their spring ’19 ad campaign for Y-3. Set in a gritty Los Angeles shipyard, the images have a strong editorial viewpoint, captured by photographer Angelo Pennetta, whose work has appeared in Vogue, Dazed, i-D and other top publications. Haley Wollens styled the shoot, which places models in the designer’s latest series of voluminous cropped utility pants and flowing crepe long dresses — evidence of this season’s parachuting and sailing inspirations. The Y-3 spring collection of apparel, sneakers and accessories debuts in stores on Jan. 7.

Y-3 spring 2019 ad campaign
Y-3 spring ’19 ad campaign.
CREDIT: Courtesy of brand

Jan. 3, 2019: How does today’s modern jet-set live? Michael Kors explores that very question in his spring ’19 ad campaign, shot by Dutch photographers Inez van Lamsweerde and Vinoodh Matadin. “I wanted the images to capture the ease, confidence and irreverent attitude of today’s luxury travelers,” said the designer. The campaign features model Binx Walton in a lavish suite in the opulent Le Negresco hotel in Nice, France. She is clad in the brand’s spring creations that exhibit an optimistic, romantic feel, complete with bright painterly florals and eclectic animal prints. Among the featured accessories is the first Michael Kors Collection beach club totes and hand-painted destination totes. The campaign debuts this month in print magazines, as well as through online, social media and outdoor ads.

Michael Kors Spring 2019 Campaign
Michael Kors spring 2019 ad campaign.
CREDIT: Courtesy of brand

Jan. 3, 2019: For its spring ’19 marketing campaign, Giuseppe Zanotti has tapped American model Grace Elizabeth (who was recently spotted opening Chanel’s fall ’19 show). Shot in studio by photographer Craig McDean, the six minimalist portraits alternate between black-and-white and color, and show Grace in the shoe designer’s standout spring styles, including the ornate Peony stiletto sandal and the Hollie Big Diamond flat, juxtaposed with cutoff denim shorts and oversized blazers. “I really wanted to do something different, modern with this campaign,” said Zanotti in a statement. “My shoes have always been and will always be works of art — embellished, feminine, gorgeous, but today there are no longer rules about evening style versus day.” The campaign will appear in leading fashion magazines and websites.

Giuseppe Zanotti Spring 2019 Ad Grace Elizabeth
Giuseppe Zanotti’s spring ’19 ad campaign starring model Grace Elizabeth.
CREDIT: Courtesy of brand

Jan. 3, 2019: Coach has debuted spring ’19 ad campaign images featuring actor Michael B. Jordan. The “Black Panther” star in September was named the first global face of Coach’s menswear line. Shot by photographer Craig McDean in a desert landscape outside of Los Angeles, the campaign depicts backstage scenes of a faded carnival. Perched atop a dust-covered vintage car, Jordan models the brand’s classic cool-guy looks including a blue leather moto jacket and a patchwork leather bomber color-blocked shearling jacket. In announcing the brand’s partnership with Jordan last year, creative director Stuart Vevers described the 31-year-old actor as “cool and authentic,” adding that he “really embodies the Coach guy.”

Michael B. Jordan
Michael B. Jordan stars in Coach’s spring ’19 campaign.
CREDIT: Courtesy of Coach

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