At first we wait for fashion weeks, runway shows and collections. Each season with the same question in our mind: what we will see this time? What … (put the name of designer/brand) will propose for … (put the name of the season)?

Then it’s time for reviews, conversations about trends for the relevant season and working on editorials including looks from the collections we have just seen. It is also the time for buyers to visit showrooms and place their orders, for editors and stylist to attend press days and for the rest of us… a pretty long wait to see the actual garments in stores. Before that happens there is also one more step (in my case) filled with high anticipation – advertising campaigns.

PRADA AW14 – MICA ARGANARAZ & KARL KOLBITZ BY STEVEN MEISEL

Primary, one of promotional tools, a few years ago became something much more than that. Now advertising campaigns are not only a strong part of band’s visual identity and part of the message they send to their customers. They are also an extended versions of designers’ and brands’ vision of the collection and by their current visual aesthetics, advertising campaigns are getting much closer to the term of fashion (fine art) photography than to the advertising photography per se. We don’t expect to see a product, we want to see the idea, some kind of inspiration and usually, that’s what we get.

LOUIS VUITTON AW14 – CHARLOTTE GAINSBOURG BY ANNIE LEIBOVITZ

At the time when I’m writing this post we all know the secret as all the brands have already revealed their AW14 campaigns. Prada was the first and did it super early (no more than just two months after the show). It’s always very interesting for me, to see which looks are chosen to promote current collection. I need to admit that usually I’m playing a little game trying to predict it or (at least) guess what will be included in advertising campaign. And I have to say, that I’m pretty good at that.

BALENCIAGA AW14 – GISELE BÜNDCHEN BY STEVEN KLEIN

This season there were 4 brands that interested me the most in terms of visualising their collections in AW14 campaigns: Prada, Louis Vuitton, Balenciaga and Celine. They all did something completely different but didn’t let me down at all.

CÉLINE AW14 – DARIA WERBOWY BY JUERGEN TELLER