5 Best Marketing Campaigns of the Fashion Week 2024 

London and Paris Fashion Week 2024 just wrapped, and top brands took full advantage of the global stage to showcase their most daring campaigns. 

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With the world watching, it was the ideal moment to tease or launch new products and step into the spotlight.

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From buzzworthy pop-ups to unforgettable performances, brands embraced new ways to stand out. 

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This year’s Fashion Week became a hub for bold innovation, capturing attention both online and offline.

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Here are the five campaigns that left the biggest impression, each redefining the intersection of fashion, creativity, and impactful storytelling.

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1. Refy Beauty Pop-Up Blur Liner Campaign

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^{September 25, 2024; One-day pop-up café during Paris Fashion Week}

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Refy created a buzz with a pop-up café at 29 Rue De La Villette, offering attendees coffee, pastries, and a sneak peek of their new product: the Blur Liner lip liner.

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Visitors were invited to enjoy the café's ambiance while discovering Refy's latest beauty innovation and also have the chance to receive a free gift. 

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The campaign was cleverly limited to a single day, heightening the urgency and exclusivity of the event.

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Social media lit up with "Where is Refy pop up in Paris?" searches on TikTok and Instagram, making the café a trending topic. 

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Beauty influencers flocked to the event, enhancing Refy’s visibility, and the Blur Liner quickly became a coveted item.

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Captions from the brand: “We loved meeting you all yesterday in Paris! We can’t wait to show you what we have coming next…”

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Refy’s makeup partnership with Australian designer Christopher Esber at his Spring/Summer 2025 show at Palais de Tokyo amplified its exposure. 

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Refy’s Blur Lip Liner was a perfect fit, aligning with his "cloud" inspiration to create a soft, effortless look. 

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Filomena Natoli, Refy’s beauty director, used the liner to add a subtle, cloud-like edge, reflecting both the cool, minimalist style of the Refy woman and Esber’s sleek designs. 

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The product quickly became a viral sensation, with social media buzzing about its easy application and innovative design, prompting a rush of demand and media coverage focused on where to buy it.

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2. Dior Winter Capsule with Lewis Hamilton

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Dior’s creative director Kim Jones teamed up with F1 champion Lewis Hamilton for a winter sports-inspired capsule collection. 

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Following the success of LVMH’s partnership with Olympic swimmer Léon Marchand, luxury brands like Dior are increasingly collaborating with athletes. 

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This taps into the growing trend of sports-inspired fashion, especially after major global events like the Olympics.

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Hamilton, already seen as a style icon, was a natural choice for Dior’s sporty, yet refined collection, positioning the brand at the intersection of luxury fashion and high-performance gear.

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The campaign features Hamilton on snowy slopes, styled in oversized knitwear and wide-legged pants, blending high fashion with winter sports. 

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Key items include the Dior 8 backpack and B44 sneakers, emphasising both luxury and functionality.

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Dior menswear designer Kim Jones described the collection as “an ode to creativity and the joys of winter,” “dedicated to seasonal sports such as skiing and snowboarding,” while also reflecting Hamilton’s “passions” and a fusion of “heritages.”

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3. Dettol 'O'dour Couture' Fashion Week Campaign

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^{Out-of-Home (OOH) advertising during London Fashion Week}

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Dettol’s "O'dour Couture" cleverly tapped into fashion week by satirising high-fashion posters with fictional designer laundry products. 

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The campaign humorously addressed the issue of bacteria in clothing, engaging consumers with its educational yet light-hearted approach.

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The campaign, timed for London Fashion Week, shows how brands can use humour and cultural relevance to raise awareness around hygiene while benefiting from global visibility.

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4. Farmcore-to-Table Runaway by Land O'Lakes

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Land O'Lakes partnered with creative agency Battery to bring "Farmcore" to life, combining rural workwear with fashion in a runway event hosted on a dining table in Paris, Wisconsin. 

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The models, dressed in authentic workwear from farmer-owners, were celebrated alongside their favourite dairy dishes like apple pie and grilled cheese. 

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A travelling Farmcore tableau through New York added an interactive element to the campaign, with apron giveaways and Farmcore-inspired content running across multiple media channels.

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Land O'Lakes is a 103-year-old cooperative that champions the hardworking American farmers behind their products, aiming to connect consumers with the faces behind their favourite dairy goods. 

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By blending fashion and rural life, Land O'Lakes showcases its commitment to sustainability and community impact, taking the trend beyond aesthetics.

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"Hosting our own 'Paris' Fashion Week allows us to showcase Land O'Lakes farmers’ impact in unexpected and meaningful ways," said Elizabeth Nelson, Director of Brand Marketing

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5. Christian Louboutin “Paris is Louboutining” Show

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^{15-minute performance during Paris Fashion Week}

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Christian Louboutin’s Spring/Summer 2025 show took place at the historic Piscine Molitor, featuring synchronised swimmers from the French Olympic team performing in Louboutin heels. 

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The show, choreographed by Blanca Li and directed by David LaChapelle, showcased the Miss Z metallic stiletto heels, with models entering via a giant stiletto-shaped slide.

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The performance ended with Louboutin and LaChapelle taking a plunge fully clothed, highlighting the brand's innovative and theatrical approach.

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Inspired by the 2024 Paris Olympics, Louboutin merged the worlds of fashion and sport, proving that his iconic stilettos can defy expectations—even in water. 

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The show has been hailed as "epic" and went viral on social media for its unexpected mix of artistic swimming, performance, and fashion.

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"We discovered that you can swim in Louboutins—and they still look great," Louboutin joked after the show.

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As Fashion Week 2024 comes to a close, we’ve seen how brands have blended fashion with sport, rural life, and innovative storytelling to captivate audiences. 

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From viral beauty products to theatrical runway shows, these campaigns reflect the evolving creativity in the fashion world. 

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With brands pushing boundaries and tapping into cultural trends, the question remains:
How will fashion continue to merge with unexpected elements, and what creative frontiers are yet to be explored in future fashion weeks?

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