Gone are the days of the stark white studio backgrounds and models in staid positions. People want the emotional sale. The story that quickly contextualizes how what you see, is what you are. Marc Jacobs has been a forerunner in this. As seen in his 2003 campaign that featured Winona Ryder, Jacobs used her moment of indiscretion, to capture not only her beauty but also her connection to his clothes.

Photo by Lara Zankoul via Jürgen Novotny