Fashion houses usually go to great lengths to make their advertising campaigns look perfectly polished. Sometimes even artificial intelligence lengths. (See Etro's otherworldly Spring 2024 set of ads.) They bring out the big guns, whether that be supermodels or celebrities, photographing them in a decked out studio or in some far-flung destination worthy of a daydream to really make an impact. Now the tide has turned. Completely in the other direction actually, as now it seems like brands are trying to make it look like the pictures of their celebrity ambassadors are paparazzi shots.
