Fashion brand campaigns: Carlos Gil SS21 case study

Abstract

This article illustrates a whole set of ideas and challenges around a campaign for a collection, specifically, the case study of the campaign for the SS21 collection by Carlos Gil – a Portuguese luxury fashion brand. The principal challenge designers are facing today is to design and structure the campaign for their recent collections to reach their target audience and other possible consumers in a global market. Through the case study, we will analyse the multi-disciplinarity involved in the production of campaigns for the fashion brand CARLOS GIL, as well as the entire creative process from the idea to the final product – the collection’s promotional materials. In addition, we seek to discuss the importance of image in communication and its role in using new digital realities, as well as the experience of virtualization and the use of mixed realities in a fashion campaign.