Fashion Advertising Agencies & Concepts
Since creating our recent blog post about Chanel’s fashion advertising over the years it was interesting to see how the big luxury brands haven’t really changed or innovated their advertising that much.
The majority of the fashion advertising agencies Chanel have worked with have created the type of imagery you would expect. Ie for beauty advertising campaigns there is a beautiful model with her face next to a bottle of perfume and for fashion advertising campaigns there are models posing in the clothes.
From the Chanel campaigns that we showed in our earlier post, the ones I love have a strong concept and a new way of showing the product and the emotion associated with it.
The beauty advertising campaign for Chanel no.5 which shows the number 5 made from large gold dots with the model wrapped in fine gold fabric hovering over the number with perfume spraying around her is a fantastic creative idea. It is an original way of advertising the perfume whilst still communicating the luxury brand values of Chanel.
Tom Ford has used concepts to advertise his perfumes. The marketing and communication for his fashion and lifestyle brand is mainly about sex. Even if we don’t like his marketing images (and some of his fashion advertising campaigns are truly vulgar) he has a strong concept and a strong brand message. One of his campaigns that I really like is this perfume advertisement below with the bottle pressed between two round breasts pushed together with fingers with bright red nails – overtly sexual and completely aimed at men.
The fashion advertising agency that created the campaigns for Lacoste moved Lacoste on from being a clothing brand selling sportswear to a fashion brand that the masses wanted to be part of. The fashion advertising agency changed the ads from images of model’s playing tennis outside, to images of models flying through the air in a studio – in the middle of space with the strapline Lacoste: A little air on earth / Un peu d’air sur terre. This fashion advertising agency mixed a concept with brilliant art direction and turned the fashion brand around almost instantly
Of course fashion and luxury brands brands don’t always want concepts and great ideas behind their campaigns. Quite often creative agencies need to understand that fashion and luxury branding is very much about communicating the aspiration, status and the emotion associated with purchasing luxury goods. Luxury fashion brands want their fashion advertising and branding agencies to create images of luxury and beauty that are foremost about decadence, pleasure and desire.
DSquared is an interesting fashion brand as they tell stories and set scenes in their advertising. There is always a dark edgy playfulness to their fashion advertising campaigns with sexual scenes of dominance and power.
The first fashion advertising campaign we produced for Australian Merino Wool had a strong concept, strapline and marketing strategy to communicate. The idea was to photograph a merino wool sheep in Australia and add him into the fashion shots taken in London to create an image that really talked about wool in the language of fashion. Beloved Media’s creative director’s Simon and Jenny worked as a team creating the advertising, marketing strategy and tagline NO FINER FEELING – http://www.beloved-media.com/portfolio/luxury-branding-merino-wool.php
The fashion advertising campaign is one of the most important ways of getting a brand’s message across as we know ‘one image says a thousand words’. And even though fashion advertising agencies need to keep coming up with new ways of presenting the fashion advertising campaigns for their clients, it is important to keep consistency and to communicate the brand and its heritage.
This is why it was so interesting for us to look at luxury brand Chanel’s fashion advertising through the last 90 years. To see how fashion advertising agencies have kept the Chanel brand very clearly communicated whilst quite subtly changing the images over time. At Beloved Media we do believe it is time for fashion and luxury brands to become more creative with their campaigns and let their fashion advertising and branding agencies come up with new ways of communicating their brands through photography and fashion film.