The TV glamorization of "Mad Men" advertising agencies may be a thing of the past, because today it’s all about lateral thinking, web 2.0, and going very viral (not the influenza kind). Catering for this demand of luscious creative content is a new breed of art direction agencies that focus nicely on the fashion and beauty sectors.
Taking the industry by storm since 2006 is London-based Saturday Group whose various sub-divisions enabled them to become a factory of fashion success; including the H&M adverts with Beyoncé, and in case you missed it, the 2012 Calvin Klein spot featuring Lara Stone, which received just under 11 million hits on YouTube alone.
UK typeface specialists Alias may be petite but their subsidiary DJA are behind many of the latest advertising campaigns and fashion films for Prada — whose brand image carries a lot of creative cachet.
Monocle mastermind Tyler Brulee knows a thing or two about style therefore it's no shocker that his agency Winkreative is responsible for some of the most sophisticated branding, publishing, advertising, and web design out there; just take a peek at their work for Porter Airlines, Banque Heritage, or Toto!
Across the pond in New York, MODCo Creative has certainly landed on the global graphic radar since designing the Tory Burch logo, perhaps one of the most successful fashion symbols in recent history.
Ever wondered who is behind perfumer Frederic Malle’s so chic packaging? Or who designed Pharell’s book Places and Spaces I’ve Been? It’s Li, inc., the go to New York agency for those who want branding done sleek and sexy, including hot designers Alexander Wang and Jason Wu.
But in the Big Apple it seems the crown still belongs to Fabien Baron and his star agency Baron & Baron, whose portfolio is so vast it’s positively frightening. Calvin Klein perfume bottles, Balenciaga advertising, Michael Kors logo, Italian Vogue editorials, Dunhill, Armani, Miu Miu, cosmetic packaging, books, films, furniture, you name it, they’ve done it.
Another personal favorite is Chandelier Creative — the company has a star-studded client list with chic and stylish campaigns. Their eye-popping creativity and spectacular kaleidoscope of colors add an extra dash of flair in an already vibrant industry.