Advertising in fashion
Fashion is by all means about accentuating beauty. But the communication tools and messages of every brand might differ. After taking a big step forward, fashion advertising arrived to a stage when it actually creates interesting narratives besides plain presentation of beautiful people in charming surroundings.
Express with surrealism
RHIÉ chose an unusual way to present their Fall/Winter 2014 collection. The brand produced a short film depicting the painter-photographer Sonja Kinski, whose performance almost effaces the fact that the accent is meant to be on the clothes she’s wearing. Ace Norton, the director of the campaign video uses RHIÉ’s clothes as attributes to tell a story of a pampered princess living in a lonely palace. The film has won many awards, such as the Best Film, Best Director, and Best Art Direction awards at the Milan Fashion Film Festival.
Movie?
The best way to fascinate your viewers is to produce a fashion video that could even run as a feature-length movie in cinemas. Prada called upon Wes Anderson and Roman Coppola to create a series of three short films starring Prada Candy face Léa Seydoux to depict the story of the starlet and two men falling hopelessly in love with her in Paris.
Just like a video clip
Gucci came up with the object-lesson of content marketing. The brand created a music video clip featuring its iconic Lady Web handbag, worn by Swedish singer-songwriter Lykke Li. Lykke embarks on a creative journey that leads her to the composition of her famous song, ’Just Like A Dream’, while showing Gucci’s Spring/Summer 2015 collection.
Shining Stars
It shouldn’t surprise anyone that Hollywood’s most talked-about celebrity couple, Kim Kardashian and Kanye West are the subjects of a Balmain campaign. The visuals meant to celebrate love and friendship. "I choose muses that are actually really different and modern - I choose them because they are contemporary, they are part of this new world," said Olivier Rousteing, the Balmain designer. "Kim Kardashian is my friend, she's a woman that I love for different reasons." Kim has been a longtime supporter of the luxury fashion house and is also famous for her obsession with fashion, thus provides her appearance in the campaign with authentic persuasiveness.
Teen-idol Justin Bieber is no longer a kid. His fame is unbroken though, no wonder it elevated him to star in the Spring/Summer 2015 Calvin Klein Jeans campaign. With a display of fresh tattoos the singer is pictured getting frisky with supermodel Lara Stone. An ad that uses a celebrity who is followed by thousands on Twitter and Instagram usually spreads as wildfire - especially if the person is criticized by many.
Caricatures
Zoolander No. 2’s marketing campaign is quite fresh and intriguing. The film's promotion started with Ben Stiller and Owen Wilson taking over Valentino's fall 2015 runway, and continued in the most recent ad featuring Zoolander as the new face of Fiat. The five print ads, designed to promote the movie, create a fashion magazine cover atmosphere by mixing the fictional models with actual ones. The promoting video uses clips from the upcoming movie, transforming them to a fragrance ad parody - for a perfume called No. 2.
Fashion can be a tool of expression and the movie also proves that the world of haute couture can bear ridicule now and then. Let’s laugh, get shocked or even think – but above all, celebrate beauty.
