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FKA Twigs for Calvin Klein SS23
Photography Mert and Marcus

The SS23 campaigns are here to fill the content void

See Arca, Kaia Gerber, and Hunter Schafer front this season’s blockbuster fashion ads

If you spied a white plume of smoke arising from the rooftops of Avenue Montaigne this week, please be aware that this was not a distress flare let off by the gilet jaunes, but instead an announcement that the SS23 campaigns have arrived. In a season of high-fashion gimmicks, the spring season bore witness to identical twins, sand-strewn runways and plastic flowers. There were anamorphic handbags and wearable art, 80s power shoulders and sweat-crinkled outfits, ballet pumps and Minnie Mouse heels. Designers were locked into a month-long SEO battle – which was not a bad thing, it was actually quite fun – getting Paris Hilton to close, and then FKA twigs to close, and then Bella Hadid to close as a team of scientists spray-painted a latex dress onto her naked body. To see how all of that might have translated into advertising, click through the gallery above.