As the world becomes increasingly digital, both in terms of communication and consumption, the role of fashion in our lives is shifting away from print media into digital platforms. This shift requires a radically different approach than that of the print campaigns that had for so long defined what we think of as a fashion image, who sees it and why.

But this radical break with tradition is also an invitation to open our minds on what fashion content can be and can mean for the customer of today—and tomorrow!

It's no secret that the fashion industry is facing a digital transformation. Brands have to be able to adapt, or they risk being left behind.

But what does it take to make a digital campaign that stands out? We've been taking a look at some of the best digital projects from this season, and we've noticed a few common themes:

Maison Margiela, the brand that has long been known for its avant-garde approach to fashion, has partnered with fashion-image visionary Nick Knight to overhaul its website and introduce an element that has been sorely lacking on this front: film.

As we all know, fashion is all about the details. It's not just about what you wear—it's about how you wear it, and how it makes you feel. Seeing clothes on a body seems to be a basic requirement nowadays for savvy consumers. These days, we're all looking for more than just an image; we want to see how our clothes fit and how they look in motion.

Miu Miu Women’s Tales #24 – Carta A Mi Madre Para Mi Hijo #CarlaSimon #MiuMiu #MiucciaPrada

Miu Miu’s Women’s Tales film series continues to be one of fashion’s most meaningful ongoing collaborative projects. The 24th and latest installment in the series, Carta a mi madre para mi hijo by director Carla Simón, was given a digital launch that coincided with a screening at the 79th Venice Film Festival and a series of talks between prominent women within the film industry. See above

Beauty comes in many forms. And at Bottega Veneta, it's not just manifested in the label's luxurious leather goods; it's also found in the brand's approach to digital marketing.

Bottega Veneta has been steadily introducing new content and functionality to its app, which functions as a dedicated branded space for the house’s campaigns, runway show clips, and other content to live and take on interactive possibilities that couldn’t exist on traditional social media. Currently you can watch the Summer 23 runway show in full. Download it now!

Balenciaga is one of the most prestigious luxury fashion brands, with a history of innovative design and a reputation for quality that has stood the test of time.

But as everyone knows, maintaining relevance in today's fast-moving world is no easy task. And Balenciaga have been nailing the difficult task of maintaining a relevant presence on TikTok as a luxury fashion brand via very different approaches.

The ultimate muse and the contemporary diva. Kim Kardashian is the iconic symbol of today's woman, and she inspires us to live with confidence, independence and sensuality. The love for legendary #DolceGabbana pieces is our common denominator. For that reason, Domenico Dolce and Stefano Gabbana wanted to revisit the 90s and 00s archives to create a collection inspired by Kim: #DGSS23 Collection curated by Kim in person. It's a magical alchemy between their creativity and her inclusive vision of beauty.

Photographer and Film Director | Daniel Sachon
DOP | Ben Carey
Talent | Kim Kardashian
Hair | Chris Appleton

As we move into the future, we can't help but feel an exciting sense of possibility. We know that technology is changing everything—from how we communicate to how we shop and even how we learn—and we can't wait to see what comes next!

Fashion is a perfect example of how this change will impact our lives. The more real life we can make our aspirations, the better.