SS10 ad campaign round-up

Marc by Marc Jacobs

The SS10 advertising campaigns are starting to appear. Time to start dissecting! So far, Raquel Zimmerman for Chloe is my favourite: all '70s-inspired androgyny and tailored khaki. Has anyone else noticed the similarity Celine, designed by Phoebe Philo, erstwhile Chloe designer? The models head is cut off for the ad, as it is in the Jimmy Choo campaign, which is reminiscent of a cool, streetstyle blog. Marc by Marc Jacobs is also going for the hipster girl, featuring Hannah Holman (who was one of the faces of Miu Miu last season). Chanel is out on its own, conceptually, as usual, and has used Freja Beha Erichsen again in a Spanish toreador fantasy. Gucci has also recycled its model, in the form of Natasha Poly. Anja Rubik is fresh-faced for Fendi.YSL continues its high concept approach, this season using Natalia Vodianova as muse. Dior has Karlie Kloss to channel Lauren Bacall, and Louis Vuitton gets a tousled Lara Stone to play Brigitte Bardot. In the celebrity corner, Georgia Jagger pouts for Versace, and Madonna plays a Sicilian housewife for Dolce & Gabbana. Overall, though, it seems like there's a return to using current models, as opposed to latter-day supes (except for Claudia Schiffer, who reprises her job as the face of Salvatore Ferragamo, and Christy Turlington for Bally) or celebs.

What 2010 looks like

There's only so much shimmer, lace and frou frou a girl can take. It's like we've been stuffing our faces with rich gateaux for the past few years, and suddenly we feel like switching to green tea and a much-needed detox.

Phoebe Philo's SS10 collection for Celine, which is so subtle it passed virtually unmentioned at time of showing, seems to be becoming the collection that defines the new mood, with the likes of Suzy Menkes using it as an example of a return to chic sportswear.

2010: It feels so fresh.