Y2K fashion campaigns to relive a nostalgic 2000s winter

If we close our eyes and think about the early 2000s, hot images of models in sensual poses come to mind, wearing corsets and mini dresses, towering heels, glowing skin, and the long, blonde hair of popular models like Gisele Bunchen and Gemma Ward, iconic pop stars like Britney and JLo, and other perfect, slim girls vying for space in glossy magazines and giant billboards that adorn the most glamorous streets of the city. These are the same elements found in the advertising campaigns of that period.

What were the winter advertising campaigns like in the early 2000s?

Social media was in its infancy, and magazines and TV were the influencers. These were the spaces that major brands competed for, investing crazy amounts in their advertising campaigns, ready to do anything to engage photographers, the coolest models or stars of the moment. The images had to capture attention and remain etched in the collective imagination, which is why there was a strong emphasis on celebrities and sexuality, fueled by a Y2K aesthetic that lent itself well to the goal. Perhaps for this reason, even when presenting a winter collection, the style didn't vary much from the summer version. Forget about fairytale winter wonderlands and cozy atmospheres; the early 2000s shots remained faithful to the formula of sexy outfits + party mood. Even during the Christmas season, exceptions were few, such as the shots from J.Crew or the skiwear from Chanel.

The most beautiful winter advertising campaigns of the 2000s

If you want, we can call it nostalgia for an idealized time because many could not fully experience it as they were too young at the time. The truth is that, thanks to contemporary fashion and beauty trends drawing from the Y2K aesthetic, the winter campaigns of the early 2000s remain an excellent source of inspiration even for looks to wear during the upcoming holiday season or the coming months. Ready for a visual journey into the fashion of those years, featuring Prada, Blumarine, Valentino, and many other campaigns?

Prada FW 2000

The Prada campaigns are always interesting. The one dedicated to FW 2000 almost seems like a tribute to #bobdylancore on TikTok: Hannelore Knuts, Matheo Renoir, and Alex Beck immortalized by Rober Wyatt in the snow, covered only with light jackets, delicate dresses, small fur stoles, and high-heeled Mary Janes, strictly worn without stockings. The looks seem decidedly impractical against winter chill but perfect when the shooting location moves indoors to a restaurant, to celebrate until dawn.

Chanel Skiwear 2000

Christmas and winter 2000 according to Chanel are made of alpine panoramas and luxurious chalets. The campaign showcases skiwear outfits, a must-have for mountain vacations, especially for those who love to spend the holidays in the snow. The model's look plays with white, lilac, and silver, chosen for gloves, cropped puffer jacket, zip-up sweater, and mini dress decorated with ruffles and soft feathers. The detail in full Y2K style? The frosty lips.

Blumarine FW 2000

Tim Walker and model Lydia Gifford recreate a Christmas holiday for Blumarine's FW 2000 campaign. The set is a somewhat decadent hotel, with gift packages, bows (a significant trend in 2023 as well), bouquets of flowers, champagne, and cocktails. The outfits evoke the roaring '20s, with slip dresses, sequin-covered skirts, and fur stoles—an excellent inspiration for New Year's Eve looks.

Valentino FW 2006

Mert Alas & Marcus Piggott photograph model Gemma Ward in a series of sensual shots for Valentino's FW 2006 campaign. Winter has never been so hot, at least when observing the red evening dress featuring a plunging neckline and a deep central slit, matching the makeup. All to be copied for year-end parties.

Dior FW 2002

As mentioned earlier, even if dedicated to cold months, fall/winter campaigns do not depict a winter paradise, either in terms of sets nor clothes. A perfect example is the FW 2002 Dior shots featuring the iconic Gisele Bundchen with tan and ultra-glowing skin, in a mini dress, corset, and furry knee-high boots, amid blinding lights, as if the model were celebrating in a disco, unaware that temperatures outside had dropped.

Bally FW 2012

Hilary Rhoda and Caroline Trentini go to the Alps for a glamorous snowy vacation with Bally. Norman Jean Roy photographs the FW 2012 campaign at the famous Chalet d'Adrie in Verbier, where models, wearing luxurious leather coats and furs, are accompanied by Andrew Cooper and Robert Konjic.

Mulberry FW 2012

The romantic side of the Y2K aesthetic. For the FW 2012 campaign, Mulberry and photographer Tim Walker drew inspiration from Maurice Sendak's popular children's book, "Where the Wild Things Are." They chose to portray model Lindsey Wixson as the protagonist of a fairy tale: in an English forest, among hairy creatures.

Hermès FW 2000

Nina Heimlich challenges the Arctic ice in a head-to-toe Hermès look in the FW 2000 advertising campaign photographed by Miles Aldridge. Perhaps not the most practical solution, but who needs comfort when you have the luxurious glam of the French brand?

Miu Miu FW 2004

To present the FW 2004 collection, Miu Miu chose Maggie Gyllenhaal. The actress is portrayed by Terry Richardson, styled by Katie Grand, amid piles of shoes, black cats, and drinks. Beautiful and super cool, Maggie seems perfectly at ease in the pieces designed by Miuccia Prada.