At the moment fashion design and fashion photography act jointly: away with idealized boredom, long live individualism! Especially in the field of denim, this attitude is very credible.
The message is clear in the current « Go Play » campaign from Asos : Be yourself !
Anyone who thinks of fashion has the high-gloss pages in the international fashion magazines in mind and
the catwalks beauties to present it. Beauty has long been considered the most important attribute of fashion advertising. Of course, if you buy clothes, you want to look beautiful. When Gigi Hadid promotes Tommy Hilfiger,
only a few will miss the fact that this top model is «beautiful» in the classical sense, and this message is intended to motivate the consumers to emulate and wear the same clothes. It is banal, but it works to this day. «Ugliness sells badly,» said the American product designer Raymond Loewy as early as the 1950s and wrote history with this expression. Or have the times changed? Because honestly: do we really want to see these beautiful, photoshopped pictures? How much truth is in them, and do such images fit to denim? A product which is praised precisely because of its authenticity, because it ages, becomes worn, fades out and gets wholes. This is exactly what we like about the jean. Can it make sense to advertize them with stereotyped beauty ideals? Apparently not. For god’s sake: more and more decision-makers in communication rely on individuality and new beauty ideals beyond the mainstream.Seemingly unfavorable poses, straggly hair, bored faces, impure skin, unsightly bodies – numerous
current fashion campaigns deliberately celebrate a new kind of beauty that is just not easy to consume. These campaigns provoke attention and question the common sense of beauty. Instead of smooth perfection, they stage character heads and bodies, people who do not seem interchangeable and proudly express their personality. They do not want to shock, as did the so-called London school with star photographers such as Jürgen Teller, Paolo
Roversi and Corinne Day in the 1990s. Rather, it is a question of presenting more truth and authenticity to the exaggerated and superficial idealization in fashion photography.
Honestly: do we really want to see these beautiful, photoshopped pictures? How much truth is in them, and do such images fit to denim?
Pharrell Williams also justifies the current campaign for the relaunch of the legendary G-Star Elwood: «The message of the campaign – to be comfortable with yourself and tolerant of those around you – resonated with me. It’s a positive starting point for a conversation about accepting yourself and others.» Other brands have also begun to take more realism and individuality into the campaigns. Thus, e.g. Desigual launched a swimwear campaign this summer without using Photoshop. Monki, the young label from H & M, also consciously focuses on particularly individual characters in its fashion shoots.
Acne Studios is playing with gender . This men’s look is from BlåKonst FW 17 Collection
Pharrell Williams introduces the new G – Star Elwood with diverse Models .
Acne presents male models with emphasized female looks, and Asos shows under the motto «Dressing is expressing» e.g. supersize models on the website and in the social media channels. Especially the young generation has less and less desire to get involved with the old stereotypes. The Generation Z (the years 1995 to 2010) is still too young to have a high turnover relevance, but their attitudes will shape the market of tomorrow. Experts believe that in the next ten years, the fashion industry will have to adapt to a new type of consumer. For this consumer, trust will become the most important basis for a business relationship. Studies suggest that representatives of the Gen Z are realists who associate luxury not with products, but increasingly with
immaterial values. The presentation of false ideals could then mutate to the contrary of promotional
advertising. In times of social media, authentic, credible communication is becoming a key category
for the success of a brand.
Gen Z are realists who associate luxury not with products, but increasingly with immaterial values.
The liking of the whimsical does not however stop with the communication. The current «Weird Denim» Trend is just as enthusiastically celebrating individualism and is not intimidated bythe mainstream taste. Designers such as Maggie Marilyn, Lutz Huelle or the current cooperation of Levi’s with Vetements present unusual denim styles,
mocking fashion, beauty and denim with a lot of self-irony. Here, too, not the idealization is crucial but the fun of uniqueness. Product and communication come together in a most authentic way. R.H.
Monki : H&M ’s label for teenagers shows pictures looking like street shots with particularly in dividual models .