Nothing represents a collection more than a great campaign. And probably for those who aren’t really into fashion, these ads are just another marketing strategy to have you coveting and buying the pieces. On the other hand, we fashion girls know that these beautiful images are not just ads—they’re stories meant to convey the kind of life that inspired the collections to begin with. Here are 6 interesting S/S 2016 campaigns to remind us that fashion is more than just clothes cooped up in a store.
1. Chloé
This French fashion house had “spirited optimism” in mind when they created this season’s very bohemian campaign. Wandering around in flowy blouses, ombré silk dresses, and gorgeous fringed bags, the #chloegirls prove that being carefree can be stylish. 
Photos from chloe.com
Featuring four up-and-coming actresses, Miu Miu’s campaign aligns with their rebellious, cool girl aesthetic that aims to defy the norm. Matilda Lutz, India Salvor Menuez, Julia Garner, and Millie Brady are the brands fresh new faces. Lensed by Steven Meisel, each girl’s strong sense of presence commands attention. They’re definitely the ones to watch out for!
Photos from miumiu.com
3. Balmain
If the names Claudia Schiffer, Cindy Crawford, and Naomi Campbell, don’t get your fangirl-self hyped with excitement, then we don’t know what will. The big three strike it up in sexy dresses and ruffled jumpsuits while flaunting their long legs (ugh, #goals). What a great way to reminisce the era of the supermodel!
Photos from facebook.com/balmainparis and balmain.com
4. Valentino
Since the collection was inspired by African tribes, it was probably a no-brainer for the campaign to be set in Kenya. The visually arresting images feature models clad in prints and peacock feathers as locals depict their way of life in the background—proving that culture and fashion are intertwined. (Fun fact: the crew braved a dust storm for these images!)
Photos from facebook.com/valentino
5. Gucci
Nope, these aren’t stills from a Wes Anderson film. And yes, the grandma-chic aesthetic of Alessandro Michele shows no signs of discontinuing. The cinematic photos of Gucci’s campaign make nostalgia as sophisticated as ever with the models enjoying a day out in Berlin (and looking totally nonchalant in those very 70s outfits). Looks like history does repeat itself…
Nope, these aren’t stills from a Wes Anderson film. And yes, the grandma-chic aesthetic of Alessandro Michele shows no signs of discontinuing. The cinematic photos of Gucci’s campaign make nostalgia as sophisticated as ever with the models enjoying a day out in Berlin (and looking totally nonchalant in those very 70s outfits). Looks like history does repeat itself…
Photos from Gucci.com
There’s only one word that could sum up this season’s Dolce and Gabbana collection: Italy. Domenico Dolce (as the photographer) and Stefano Gabbana (as the creative director) tried to capture the very best of their homeland—family, friendship, food, and a whole lotta good vibes. Aside from the sunny prints, sharp tailoring, and summery Sicilian separates, another thing was put into the spotlight: selfies (to remember those happy moments!). #ItaliaIsLove.
Photos from dolcegabbana.com and facebook.com/DolceGabbana
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