The Art of the Ad.

It’s the case of a fleeting five minutes of fame, or rather attention. Albeit from the extensive reviews, almost obsessive-compulsive iPhone outtakes, live feeds and social media uploads, as soon as the next show’s started, some 40 minutes late, the marvel, the wonder and the gasp worthy moments are quickly replaced by new declarations of magnificence. It’s show season and with all the beautifully extravagant, fantastically elaborate, runway productions, also comes the equally important and not so fleeting editorial campaigns.

They’re there to support the collections, serve as a reminder of why you gasped in the first place, and instinctively make you gasp again. It’s about the shock value, the creative beauty and the story telling of the collection through a different medium. There’s no music, no theatrical display, no final exit, only a series of images, relying on the strength and direction of the creative.

A mixture of well-played controversy, fresh debuts, long standing veterans, irreplaceable icons and well-know favourites, the SS14 campaign standouts go to: Chanel, Alexander McQueen, Marc Jacobs and Alexander Wang.