In 2020, fashion advertising is everywhere: in magazines, on urban billboards, on television and, of course, on the internet. Some communication campaigns stick in people’s minds and have more impact than others.
Alioze presents a few brands which, in recent years, have stood out by perfectly targeting their customers. Here are the top 5 of the best fashion ads of recent years.
Lacoste had already hit hard with its Timeless communication campaign a few years ago. With Crocodile Inside, the fashion brand is back in force. Designed by the BETC agency, a commercial and three prints show that you have to stay strong and classy, even in adversity and difficulty.
All three images are the work of photographer Oliver Hadlee Pearch. In each visual, a person moves forward despite the headwind. Selah Marley, Leo Walk and Novak Djokovic perfectly embody the slogan “Life is a beautiful sport”. For example, the tennis player managed to clinch the first place in the world despite an injury.
The film-like video was produced by Megaforce. It tells the story of a torn couple who end up reuniting after the storm. Edith Piaf’s hymn to love, spectacular effects and the acting of the actors (Oulaya Amamra and Kevin Azaïs) sublimate the brand. In addition to promoting elegance in the face of life’s trials, the images in this advertising spot highlight that the brand is French.
Clothing brand Jennyfer is looking to renew its image. Last year, she ran a nationwide campaign with communications agency Buzzman. With a web video, displays and in-store actions, the clothing company wants to win back its target, young people aged 16 to 21. For this, she dusted off the clichés that stuck to her skin.
The print ads highlight teenagers with an assumed look in an urban setting. They are accompanied by texts that ask not to label these young men of scum, cagoles, kids or weirdos. With this sassy and daring fashion ad, the brand seeks to overcome stereotypes. She embraces her differences and her labels through the tagline # don’tcallmeJennyfer. She invites her clients to do the same and to remain free. Jennyfer went where we didn’t necessarily expect by tagging the windows of its stores with the clichés that the clothing brand still suffers in 2020.
In the same vein as Jennyfer, Zalando launched an event campaign with the creative communication agency We are social. For three days last year, bus shelters in Paris were altered so that passers-by could interact.
Sentences like “It’s not your age to wear this! ” Or “Did you put on your pajamas today or what?” Catch the eye of the Parisian, then the latter is invited to break the panel to retrieve a piece of clothing that is inside.
This act is seen as a metaphor to break stereotypes and the power that fashion has over consumers. Zalando puts his client at the center of the action and invites him to free himself from the dictates of fashion and all that it imposes. Zalando asserts itself as a free brand and invites people to overcome prejudices.
Wedressfair, which only offers ethical and responsible brands on its platform, tackles the excesses of fashion. During the Fashion Revolution Green of 2020, a movement for more ethical fashion, Wedressfair hijacks classic fashion advertising messages in four prints relayed on social networks.
Above, beautiful images highlight portraits of men, women and children with texts such as “the cotton of this dress is a GMO, fed with pesticides, and colored with toxic products. But it’s written in green “. One way to denounce greenwashing and the scandalous practices of certain companies.
Rapper Kanye West developed a shoe brand with Adidas. For the sixth season of the line in 2017, he puts everything on Instagram. By making a marketing stunt solely on the social network, he set himself apart from the traditional codes of fashion advertising.
The campaign took place in two stages. First, the singer used the notoriety of his wife Kim Kardashian. Adorned with Yeezy brand products, she let herself be photographed by the paparazzi when she went out. Then, she ended up posting the pictures on Instagram.
For the second round, Kanye West called on fashion influencers. They recreated and hijacked the original images of Kim Kardashian to play her, to be photographed, and then, in turn, to post the photos on Instagram with the hashtag # YeezySeason6. The images have gone viral. The Yeezy sneakers allowed the rapper to join Forbes magazine’s list of billionaires.