Fashion advertising is an arena that, over the past few years, has evolved into an artistic entity of its own. As brands seek to consolidate and communicate a message that extends beyond the clothes they are putting onto the rails, those at the top of their game have eschewed traditional handbag shots and replaced them with montages that speak to a broader picture of lifestyle luxury – and Jamie Hawkesworth is often the man responsible.
In a market saturated with disposable imagery, it seems as though sustained success is coming from advertising with aesthetic longevity. Earlier this week in The Washington Post, Sarah Halzack noted that, in spite of an ever-expanding post-recession luxury market, flashy, logo-heavy glamour is no longer in Vogue – a trend that is seeing profits fall for megabrands like Prada, Gucci and Louis Vuitton while those of their smaller counterparts (like Loewe and Miu Miu, also featuring Hawkesworth-shot campaigns) rise. "These are [brands] that really control the supply, and therefore they manipulate the market and the desire for their products,” explains luxury marketer Thomai Serdari – and, with the release of Gucci's new campaign video and imagery this week, which has Glen Luchford documenting a softly intimate, Wes Anderson-style shoot and short film, it is clear that the big brands are paying attention.