Advertising for the Real Masses - When Fashion becomes Everyone's Creative Expression

Fashion advertising is an art in itself, and like art it gathers a varied array of responses from spectators, be it acceptance of rebuttal. Fashion advertising employs certain tactics that ultimately attract customers. Whether people are convinced to purchase the brands products is a supplementary benefit, but the magnetism created by these ads is an undeniable profit.

2015 has seen some innovative ads this season and brands are now beginning to reach out to people beyond the typical “ideal beauty” standard. Barney's New York has managed to with hold strong campaigns each year signifying their movement to widen the fashion circle to be more accepting of varied race, gender and age factors. With Bruce Weber as photographer, Barney's brings their "Better than Ever Campaign" for Spring 2015 depicting a humorous approach with a variety of models of different ages and race wearing the season's collections. Weber lightens the mood of the ad by proposing the idea being to offer a sense of fantasy. A high profile and crazy weekend getaway escaping reality and never coming back was the theme employed and was magnificently portrayed in this playful campaign. Barney's New York continues to offer benevolently to their wide range of customers and realizes their value. In addition to their successful campaign "Brothers, Sisters, Sons and Daughters" in 2014 that helped raise awareness about transgender youth, the brand does it again in what could only be deemed as flawless fashion.

Ads seen from the "Better than Ever" Campaign for Barney's New York

Another example of brands embracing variety and a sense of the "Au Naturale" is that of well known plus size retailer Lane Bryant who came out with their spring campaign called "I'm no Angel", which was a jab at Victoria's Secret lingerie campaign from the previous year. The original Victoria Secret ad portrayed a range of their typical skinny models wearing the new line of lingerie. Lane Bryant in collaboration with photographer Cass Bird decided to break the rules by showcasing their collection on full figured models and "aims to prove that all women are sexy regardless of society's traditional or stereotypical views on beauty." [1]

Victoria Secret's 2014 "The Perfect Body" campaign (top) vs. Lane Bryant's "#ImNoAngel" campaign advert (bottom)

SOURCES -

[1] - Erica Tempesta, "'We're no angels!' Plus-size clothing company Lane Bryant hits out at Victoria's Secret with provocative lingerie campaign", 6 Apr 2015, Dailymail.co.uk, Web, 15 Oct 2015, http://www.dailymail.co.uk/femail/article-3027776/Plus-size-clothing-company-Lane-Bryant-hits-Victoria-s-Secret-provocative-lingerie-campaign.html

Marissa Rosenblum, "Better Than Ever: Introducing Bruce Weber’s Spring ’15 Campaign", 5 Feb 2015, Barneys.com, Web, 15 Oct 2015, http://thewindow.barneys.com/bruce-weber-better-than-ever/

Kelsey Drain, Barneys New York Unveils 'Better Than Ever' Spring 2015 Ad Campaign, 6 Feb 2015, Fashiotimes.com, Web, 15 Oct 2015, http://www.fashiontimes.com/articles/18297/20150206/barneys-new-york-unveils-better-spring-2015-ad-campaign.htm