Beyond Stereotypical Fashion Campaigns

Discussion in 'Fashion... In Depth' started by DressMeUp, Aug 19, 2010.

  1. DressMeUp

    DressMeUp New Member

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    So ladies, I was wondering if you'd be able to help me out. I have to look at a few fashion campaigns that focus more on the brand than what is being sold.

    Examples of this are benetton and diesel, where the focus is more on the message being given out by the brand rather than what the clothes are all about.

    So I need to look at and show source material of promotional campaigns (in the design realm - Fashion/Industrial design etc) that are beyond stereotypical -

    These need not be current, they can be in the past.

    If people could please post some fashion campaigns and explain the intention behind the campaign and how
    the different collateral backs up the campaign in a conceptual way and what the brand essence is behind each of these campaigns.

    I look forward to seeing what all you ladies can share with me

    Benetton:
    [​IMG]

    Diesel:
    [​IMG]
     
  2. Crying Diamonds

    Crying Diamonds Geometric Discharge

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    Try looking at any Ralph Lauren ad campaign, especially earlier ones, Ralph Lauren tries to promote this almost sickly sweet image where the whole family are dressed in matching outfits and are very healthy, wealthy and comfortable.
    This drains into interiors and everything designable.
     
  3. DressMeUp

    DressMeUp New Member

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    Oh yes, I will check out Ralph Lauren campaigns. I just find this topic so interesting.

    Btw, I forgot to source my images, one of them is from a friends facebook and the other is from adsoftheworld.com
     
  4. mikeijames

    mikeijames no tom ford, no thanks.

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    branding campaigns

    so much advertising these days remains about bolstering the "brand" vs. selling actual products or services. i'd argue many frangrance ads attempt to convey a mood about the "brand"....with respect to fashion advertising, the marc jacobs ads often times convey a mood or an idea about marc jacobs more than the clothes. also, abercrombie and fitch (for the other end of the spectrum).
     
  5. Maxxierie

    Maxxierie New Member

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    Most often than not, I think the ads nowadays are all subtle in getting their messages about the brand or collection across. Nowadays, the fashion industry is adapting to the ever-changing mind and perception of the people because nothing shocks the generation of this century anymore. We've seen what's there to be seen and everything. Sublety is now a dramatic message. But I actually prefered it when the fashion ads changes our perception of what we see as a norm instead of conforming to what we know and believe.
     
  6. snowqueen

    snowqueen New Member

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    Ok so not designers but I feel American Apparel does this there clean cut image of plain simple basics but advertised in a highly sexed way, dont know if this is what you ment but this is the first one that poped into my head

    from
    http://americanapparel.net/presscenter/articles/200706plus81-eng.html
     
    #6 snowqueen, Aug 20, 2010
    Last edited by moderator : Aug 20, 2010
  7. snowqueen

    snowqueen New Member

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    also alot of the more eco friendly green labels focus more of the ethical issues and purity surounding the clothing production etc. rather then the actual clothes i findthey use there brand image to sell more then the designs and the actual clothes sometimes, but maybe thats just me :ninja:
     
  8. Spike413

    Spike413 barcode

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    The first thing that came to mind for me was Tom Ford-era Gucci. Those campaigns were selling so much more than a pair of shoes or a dress. You could look at them and know right away what it was that Gucci was all about. Ford, Roitfeld and the photographers that they worked with truly did use those campaigns to build an image, the same way that Ralph Lauren did with Bruce Weber, and that's what caught and kept people's attention (and money). It was never just about the products, and each campaign built upon the glamorous, hedonistic image that came to define the label.

    Gucci FW 97 7.JPG
    pict0003.jpg
    16337_4_123_1005lo.jpg
    e57bb4423ee0.jpg
    594437095cee.jpg
    mariotestino.com, macollectiondepubs.com
     
  9. ultramarine

    ultramarine chaos reigns

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    I thought of Sisley and McQueen ... Sisley is mostly Terry Richardson stuff and its clearly very graphic and oversexed, still I kinda like it because its young and playful ...

    Now, about McQueen ... there was this oooold campaign ...I think twas for his Kingdom perfume .. loved it to bits!
     
  10. mikeijames

    mikeijames no tom ford, no thanks.

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    really, the entire stable of brands under the gucci group -- gucci, ysl, bottega veneta, alexander mcqueen, boucheron, stella mccartney, and sergio rossi -- all do this sort of brand-building advertising quite well. we all know about the explosion of the balenciaga bag, but it's fascinating that that bag never appeared in advertising until years after it's "it" status. in fact, most balenciaga ads did a better job at conveying mood than showcasing any product during it's initial stages. and their stores did -- and do -- much of the same.

    [​IMG]

    source: nymag.com

    and who can forget sophie dahl for ysl opium....talk about evocative without so much as a product anywhere in sight.

    [​IMG]

    site: vogue.com
     
  11. mikeijames

    mikeijames no tom ford, no thanks.

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    this marc jacobs ad says it all....

    [​IMG]

    source: nymag.com
     
  12. lucy92

    lucy92 Mod Squad Team Leader

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    you might also want to check out the french connection ads from 4 years ago with the women slapping each other in the face. the mayor tried to ban them in my city.
     
  13. YoninahAliza

    YoninahAliza New Member

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    The YSL Opium ad was way more then a typical fashion campaign, since it didn't have any perfume bottle in sight yet at the same time it was able to get people to by the scent. I think adverts are much more then just clothes/perfume/whatever they are selling now days, its about selling a lifestyle. More highend brands obviously want to cater towards the rich and fabulous life, whereas eco/fair trade brands are trying to get people to be sustainable and ethical. Its interesting to see the shift which has happened recently I think.
     
  14. elixe

    elixe New Member

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    im not sure if this is what you meant, but here's a super current example; Alexander Wang's new video campaign was meant to deliver a message about the brand and not exactly sell the collection. he said " Rather than saying, ‘Here’s the product,’ this is more about expressing ourselves.”
    http://www.fashionologie.com/Preview-Alexander-Wangs-Two-New-Fall-2010-Campaigns-10117497

    if you look around theres more quotes from Wang, going more in depth!
    hope this helped!
     
  15. ultramarine

    ultramarine chaos reigns

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    On the same note, Ive loved DIESEL's campaigns most of the time but this "Be stupid" one ... I dunno. I find no rhyme nor reason on it ... there isnt a thing I personally like from it.

    Is it possible that you have to be so far disconnected from "reality" and the fact that its not another ad selling jeans but something else completely which makes it work?

    Most of the people who really like it are the GOAL audience for the brand, but they're not people who are the shiniest pennies on the bag, if you know what I am saying ..
     
  16. ssgghh

    ssgghh New Member

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    Its an old thread but i just wanted to post this lovely video for Eckhaus Latta. How great do the clothes look on these old ladies! And it doesnt have the in your face we used unusual models, were cool vibe. I love the video
    http://www.youtube.com/watch?v=ndiCFa18-HE
     
  17. fashionista-ta

    fashionista-ta Well-Known Member

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    I remember well how offended I was by that "Be stupid" campaign ... I guess they'd done their market research well? :innocent:

    No one's mentioned Kenneth Cole ... his ads are the best contemporary example of Benetton-like advertising in my mind.
     
  18. ssgghh

    ssgghh New Member

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    Not feeling his ads, some of them just feel like sticking a provocative quote to some very average looking clothes and nothing else behind it (even though hes got the foundation and everything, its still very bluntly there just for the sake of selling the clothes). Like this one for example http://hschoegler.files.wordpress.c..._womans-right-e1314557172542.jpg?w=1024&h=662 , or maybe its just that they dont look as nice as the benetton ones so they feel a bit lazy
     
  19. Scott

    Scott Stitch:the Hand

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    one name....helmut lang. 90's-early 00's to me was the master of unconventional campaigns.
     

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