Fashion marketing, once a hotbed for the avant-garde, seems to be stagnating, with creativity appearing to recede by comparison to the comfort of the familiar. Luxury brand campaigns increasingly mirror paparazzi shots drawn from gossip websites or glossy magazines. Examples include Bottega Veneta and Gucci’s TMZ-esque images featuring celebrities such as AAP Rocky, Kendall Jenner, and Bad Bunny in commonplace situations.
While the use of high-profile individuals in campaigns isn’t a new concept, the question remains whether this intersection of stardom and the mundane somehow limits the creativity within luxurious fashion, or if it brilliantly resonates with younger audiences.
“Fashion communication is made of trends too,” says Johana Worth, global head of luxury at Amplify. A successful marketing campaign hinges on the authenticity of execution and the choice of endorsement. It is integral to the campaign that selected talents connect well with the target audience.
The Spring/Summer 2024 showcase by John Galliano for Maison Margiela, acclaimed as a grandiose spectacle, reminds audiences of the power of creative fashion that transcends the norm. Consumers crave aspirational and imaginative experiences from the fashion industry. While familiar scenarios can often carry an emotional connection for viewers, Susan Pratchett, president at Spring Studios London, underlines the importance of allowing consumers to live in their dreams.
The paparazzi-style campaigns are encapsulated within a self-aware, playful brand, especially noticeable in Bottega, which directly uses shots from paparazzi agencies, spurring broader discourse. Additionally, fashion brands can leverage PR opportunities and expand their reach through talents’ social networks.
Fashion photographer, Rankin, seems underwhelmed by the safety net brands fall into. The majority stick to established formulas, not daring to push boundaries. Rankin advises brands to be outstanding in culture, rather than merely representing it.
The prominent use of celebrities for marketing doesn’t seem as appealing anymore. Casting significant talent, when diligently considered, could make a powerful statement and instigate organic social sharing. However, brands often fear boldness and innovation due to the aftermath of cancel culture and the potential impact on sales.
Loewe’s campaign was unexpectedly featuring iconic Scottish actor Maggie Smith, Diana Ross, and Michael Stipe for Saint Laurent. This unanticipated element impressed the audience. These fashion houses have made significant impacts on the industry, focusing on contemporary culture, and consistently delivering intriguing pieces.
Another remarkable brand is Jacquemus, notorious for its bold, irreverent, and pioneering ways. This brand has thoroughly reinvented the luxury fashion playbook for the next generation. From viral digital activations to immersive and share-worthy retail concepts, Jacquemus has effectively sidestepped traditional advertising models while garnering substantial earned media reach and bolstering brand equity.
The future of fashion marketing appears interwoven with digital technology, with an increasing focus on enhancing consumer experience and reaching out to new generations.
AI is speculated to augment creative storytelling and furnish personalized experiences for shoppers. However, Rankin remains skeptical about the utility of AI in the industry, arguing that it might not be well-receptive in specific sectors.
