IT ALL ADS UP

AN IM­AGE OUT­SELLS A THOU­SAND WORDS. CHUMKI BHARAD­WAJ RE­PORTS ON THE CAUSE CÉLÈBRE OF SOME FASH­ION BRANDS.

India Today - - LEISURE -

The risk of rit­ual is in­er­tia. When re­tail is ther­apy and se­lec­tive mem­ory a civic virtue, cre­ativ­ity un­der­writes the record of dis­trac­tions and tastes of the mo­ment. But when it comes to fash­ion, fads fade even faster. In the busi­ness of im­agery, where il­lu­sions are cre­ated, fash­ion ad­ver­tis­ing lib­er­ates art, blur­ring bor­ders be­tween con­tent and in­tent. The idea: cre­ate an awestruck epiphany to buck the sea­sonal trend through a mem­o­rable cam­paign.

Since fash­ion ads are the win­dows into the souls of brands, the pho­tog­ra­pher, phi­los­o­phy, mod­els, lo­ca­tion and styling meld to­gether to con­tour the nar­ra­tive of the sea­son or re- write the saga of its legacy for ea­ger fans.

Faberge, a brand that is im­bued with the weight of leg­end, and a sense of his­tory, re­cently col­lab­o­rated with ge­nius fash­ion pho­tog­ra­pher Mario Testino on a new black and white ad­ver­tis­ing cam­paign that aims to rein­ter­pret Faberge for a new gen­er­a­tion.

In an ef­fort to break free of it’s tra­di­tional im­age of old roy­alty, the cam­paign aims to cap­ture the spirit and per­son­al­ity of youth by shoot­ing real young peo­ple in­ter­act­ing with their friends as the cre­ative land­scape. Katha­rina Flohr, cre­ative di­rec­tor, Faberge, ex­plains: “We wanted to cel­e­brate “la je­unesse doree” with this cam­paign and make Faberge rel­e­vant to a younger au­di­ence. Josh Faberge, whose mother Sarah Faberge heads the Faberge Her­itage Coun­cil, in­vited Josh along with his friends to dis­cover Faberge for them­selves, en­gag­ing with the jew­ellery, mix­ing it up and lay­er­ing the pen­dants how­ever they liked. The re­sult: a com­pelling im­age that tells the story of a new gen­er­a­tion rein­ter­pret­ing Faberge for their con­tem­po­raries.”

Con­versely, brands like Burberry chose to cel­e­brate Bri­tish­ness, Lon­don and the Burberry her­itage of weather pro­tec­tion with their A/ W’ 12 ad cam­paign, which turned

out to be the brand’s most cin­e­matic shoot ever. Shot at night, the cam­paign shot by Mario Testino at the iconic Royal Naval Col­lege in Green­wich Lon­don used the cin­e­matic ref­er­ences in­spired by old British cinema, which sets the mood for the en­tire au­tumn win­ter 2012 col­lec­tions. Much like it’s mati­nee muse, the cam­paign un­folds in phases start­ing with the “en­counter”…

Lux­ury ma­jor Louis Vuit­ton chose to re­new it’s as­so­ci­a­tion with the core val­ues cam­paign it launched in 2007, al- beit with a new per­son­al­ity: Muham­mad Ali. Pho­tographed by An­nie Lei­bovitz at his home in Ari­zona, the im­ages poignantly cap­ture Ali watch­ing one of his grand­sons who, wear­ing a pair of box­ing gloves, stands proudly as if wait­ing to en­ter the ring. De­pict­ing the face of the fu­ture: Is this young boy pre­par­ing to fol­low in the foot­steps of his il­lus­tri­ous grand­fa­ther? The tagline reads: “Some stars show you the way. Muham­mad Ali and a ris­ing star. Phoenix, Ari­zona.” Now that’s a legacy.

Brand Diesel, how­ever, chose to re- iden­tify with its com­plex iden­tity fol­low­ing the out­right hu­mour of ear­lier cam­paigns Be Stupid and Diesel Is­land. The brand’s lat­est ad­ver­tis­ing cam­paign seeks to un­der­line its sta­tus as an iconic brand, with sim­ple yet star­tling im­ages that ex­press play­ful con­fi­dence and so­phis­ti­ca­tion. The im­ages, shot by cel­e­brated pho­tog­ra­phy duo Mert & Marcus, por­tray a Diesel lover who is sexy, strong, chal­leng­ing, pow­er­ful and play­ful. More min­i­mal­is­tic than re­cent cam­paigns, the im­ages nonethe­less em­brace Diesel’s trade­mark sur­real touches, gen­tly dis­rupt­ing fash­ion ad­ver­tis­ing con­ven­tions. Beau­ti­ful women cud­dle up to retro ro­bots, em­brace cacti or take flight with of­fice fans. While women are the main fo­cus, men are wield­ing gi­ant pick­axes or caught in bear traps, all the while re­tain­ing a typ­i­cally Diesel tongue- in- cheek at­ti­tude.

In the end, the for­ever tagline that al­ways works magic for fash­ion cam­paigns re­mains: hype dis­si­pates ap­a­thy, so serve it with a big slug of smug.

THE FABERGE CAM­PAIGN SHOT BY MARIO TESTINO;

LOUIS VUIT­TON’S NEW CORE VAL­UES CAM­PAIGN ( BE­LOW)

AN­OTHER MARIO TESTINO CAM­PAIGN IN BACK AND WHITE SHOT FOR BURBERRY ( ABOVE); DIESEL’S NEW CAM­PAIGN POR­TRAYS A DIESEL LOVER AS SEXY AND CON­FI­DENT: BEAU­TI­FUL WOMAN CUD­DLING UP TO A RO­BOT ( LEFT)

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.