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Today’s top 3 chic picks for the Fall/Winter 2012/2013 ad campaigns are here. I spent a lot of time scouring through reading hundreds of pages of all the Fall magazines and it was difficult to narrow down to only 3, as I previously mentioned the genius of the Lanvin campaign, but these 3 brands deserve praise and recognition.
So much time and effort goes into planning a brands ad campaign. Creating a new exciting image to the face of fashion each season, choosing the right models, the stylist, the photographer. They all play an integral part to a successful campaign. Trust me when you have been in business since 1846 like Loewe, that requires constant reinvention. Or a brand like Salvatore Ferragamo since 1927, or Burberry since 1856. I don’t think the actual consumer realized the length of time most of these companies have been around.
Since the luxury market really turned around in the late 80’s with companies buying them up under one umbrella like LVMH- Louis Vuitton Moet Hennessy, the young person today only see’s the brand image today and not the full story. The challenges that so many luxury brands have had to face in maintaining their brand equity yet, attracting a new customer base. This is indeed the biggest challenge of all!
Anyway, as my students know, I could go on and on. But for now here are my 3 top picks:
Creative Director: Stuart Vevers
Besides the fact that I’m in love with the city of Madrid, I chose Loewe because it is such an important luxury brand and right now they are trying to gain more international recognition. Walking down the street of Serrano ( which is the 5th ave of NYC), everyone knows Loewe. It is the Hermes of Spain.
In 1905 the brand became the ” Official Supplier to the Royal Crown”.
In 1996, LVMH took over the brand and now the brand has more power to grow.
In this new campaign for Fall 2012/2013, they chose 5 well-known spanish artists, models and singers including: Angela Molina, Clara Lago, Eleonora Bose,Andres Velencose and Antonio Navas. The photographer is the dynamic duo : Mert and Marcus.
Salvatore invented the wedge and really was one of the first to create connections with Hollywood before the term marketing as we know it today.
Creative Director: Massimiliano Gironetti
This campaign, I just fell in love with. Of course, it may be bias, as many of you know I worked for Ferragamo for a number of years. I love the family, their heritage, and the extreme luxe details of all of their products. Since this Fall is all about luxe, brocade and texture, this image articulates all that the brand stands for.
I think Kate Moss looks absolutely stunning and appeals to a younger demographic. The setting is the Russian Embassy in Berlin, Germany. Photographer is Michael Janssen.
Creative Director: Christopher Bailey
In this campaign, Christopher decided to use fresh new models, Gabriella Wilde and Roo Panes. But still focusing on the heritage of the brand- the trench. Again, a long history reaching out to a new demographic. Love how the photographer, Mario Testino incorporated the heritage by keeping the models sheltered by the rain and set the image at London’s Royal Navy College Hall. Perfect example of keeping in line with the brands heritage yet, reaching out to the new luxury consumer.
Here was an image from the actual show, where the inspiration came from. Yes, the models were rained on with a fury of gold sequins how chic!
So, I hope now when you are reading all of the new fabulous fall issues this labor day weekend, you pay more attention to the ad campaigns and study them more in detail. What is the story being told? What is the brand trying to achieve? You certainly can learn a lot!
Until we speak chic,