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Surrealism is not exactly what could be called a typical choice behind the storytelling of a luxury fashion campaign, in an industry where matters such as glamour, elegance and a fascination towards sexual subjects have long predominated. And yet, it is one of the most influential and significant emerging actual season trends, engaging our imagination and attention by staging our subconscious thoughts.
Where does the term comes from? Surrealism was an artistic, intellectual, and literary movement led by the poet André Breton from 1924 up until World War II, seeking to finalize the rational tendency of the time by welcoming everyone into the subconscious mind.
“Science and Nature are a constant source of inspiration for Christopher Kane. This collection is a celebration of the beauty and complexity of the human body.’’
For his Spring/Summer 2023 campaign, Christopher Kane worked along with the photographer Sharna Osborne, incorporating surrealism across a combination of both images of anatomical body parts and romantic and feminine details on flat pastel backgrounds. Making clear how to fuse in a luxurious form, the surrealism our everyday reality vs. our unconscious dreams and desires.
Likewise, another designer who continues to demonstrate that the surrealism trend is here to stay is Jonathan Anderson, through his Spring/Summer 2023 collection, he presented garments that resonated with Alice in Wonderland with surreal attributes between the virtual and real world, acclaiming that he likes to “challenge the idea of the female body and form.” Another factor in his runway show and collection were the heels, which had a wow factor, he added everyday objects such as red roses, nail polish bottles, soap bars, birthday candles and eggs, amongst others, in the heels.
Many trend hunting sites, designers and luxury brands around the world have predicted that the red color – with its characteristics of being tough and sexy – would be one of those trend-setting shades this year, just like happened with pink previously. Spotted on the runways by designers such as Alejandra Alonso Rojas, Tory Burch, Prabal Gurung, Sanda Liang, and Puppets & Puppets, among others, the hue brings life and an emotion factor to classic, basic, and fitted pieces.
The third trend in terms of luxury campaigns is a tribute to landscapes and the action of embracing how nature makes us feel safe and alive. An inclination to explore the luxurious side of nature, which invites us to appreciate the beauty of silence, the balance of human presence in nature and the fusion between the garments and their environment. Encouraging us, the viewers, to immerse ourselves in the sights and sounds of the environment, offering a sensory experience that transcends the mere visual appeal of the campaign.
Highlighting the energy of movement and emphasizing the notion that nothing is static, brands are choosing to highlight the movement of the models in front of the camera while the clothes move in sync with their bodies; highlighting the return to normality of daily life without restrictions.
