Julia Restoin Roitfeld is the face of the new ‘campaign’ for New York jeweller Eddie Borgo, posing in a plain black sweater and dripping with jewellery from the autumn 2013 collection.

It’s slick and pretty and she’s following in the path of other beautiful fashion insiders – Giovanna Battaglia, Kate Lanphear and Lauren Santo Domingo – who have modelled for the brand previously, but the word campaign is in inverted commas because these images aren’t going to appear in magazines or on websites any time soon.

Eddie Borgo doesn’t buy ad space so these images are circulated to friends, supporters, editors and retailers. It’s guerrilla advertising, virals gone posh. Eddie Borgo is tapping into our thirst for images, perhaps betting on the fact that these photos will be shared. 

Campaigns are becoming increasingly talked-about now that we can all dissect them online together rather than simply remarking inwardly on an image as we flick through a magazine like we did in yesteryear.  And brands and houses are increasingly giving us lovely things to talk about.    

What makes the Eddie Borgo photos worth discussing is their subjects; he cleverly picks fashion’s most photogenic editors and creatives rather than run-of-the-mill models or even actresses. Of course, he’s not the first to do so and the big brands do it even better – just last week, the glorious Givenchy campaign starring Julia Restoin and her mother Carine Roitfeld dropped.

Video is another way to get the fashion pack chattering: today, for example, we have a video of images of Cara for Saint Laurent shot by Saint Laurent creative director Hedi Slimane set to music by DIIV. 

And short films are even better. From the endearingly eccentric Chanel short starring Keira Knightley and directed by Karl Lagerfeld to the offbeat but glossy Prada Candy film by Wes Anderson and Roman Coppola, brands are serving up slices of advertising-meets-art, collaborating with non-models and directors and photographs who don’ always work in fashion, that make us click, share and chat.