Celebrities in Fashion Advertising, Bette Midler Marc Jacobs Campaign

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While the ultimate goal of all fashion advertising is to sell clothes, brands use their seasonal campaigns to do more than just push the product. When done well, an advertisement can convey the essence of a label’s identity, from the type of consumer it woos, to the general mood that each label seeks to project. Each element of the final image is chosen with the aim of creating a succinct visual representation of the brand’s message: the cast is only part of the puzzle, but when used effectively it can say a lot – a range of young waifs conveys a different message than using a unique and alluring mannequin. But this season, several influential fashion actors have completely abandoned models in favor of celebrities with niche appeal.

Zoe Kravitz

Photo: Courtesy of Balenciaga

Celebrity casting in campaigns is nothing new – celebrities have their own audiences and character associations, which makes it easier to sell, as long as they align with those in the house – and over time. for years, Oscar winners, athletes and pop stars have been called upon to represent fashion brands. Stars make a lot of money selling pieces of their glamorous personalities to luxury companies and tapping into the next marketable personality, which most often includes the promise that they will wear the designer’s items for all of their big appearances. on the red carpet, a hit and on its own, has become a competitive sport. Still, the bulk of the work goes to those with serious name recognition. Or at least he used To. Spring’s publicity favorites were a bit different: With the exception of Balenciaga campaign star Zoë Kravitz, who is no stranger to the fashion scene, the majority of non-models featured in this season are either new to the fashion world or known for their personality rather than their clothes. Continuing his Fall series, Marc Jacobs has filled her ads with inspiring and unexpected icons, such as Matrix co-director and transgender advocate Lana Wachowski, comedian Sandra Bernhard and music legend Bette Midler. With a median age of 60, these women are both older than the faces typically featured in fashion images and much more likely to have more in common with the average Marc Jacobs buyer, either in terms of age, figure or personal achievement (but perhaps on a smaller scale). Without the ubiquitous media presence of a Rihanna or Jennifer lawrence, Wachowski, Bernhard and Midler represent the next level of their respective art forms. Bold, cheeky and unmistakably innovative, the trio’s combined pop culture aligns perfectly with Jacobs’ status as a fashion provocateur. By favoring smart, seasoned women over fresh-faced ingenuous, Jacobs sends a serious message to the industry and the outside world, something like “real glamor clothes for real glamor women”.

Julia garner

Photo: Courtesy of Miu Miu

In contrast, Miu Miu’s stars are relative unknowns. But that doesn’t mean they lack substance. Actresses Julia Garner, Millie Brady, Matilda Lutz and India Salvor Menuez fill in Steven meiselbrand images, following in the footsteps of names like Lupita Nyong’o, Elizabeth Olsen and Léa Seydoux. Miuccia Prada’s appreciation for cinema has always linked Prada and Miu Miu to emerging talents on the big screen, and this season’s roster is as compelling as any they’ve featured before. Being ahead of the curve with the cast serves to bolster Miu Miu’s reputation for setting trends rather than following them. Presenting the it girls they will follow next year to their audience has a threefold objective: to offer performers an exhibition; fill the first row of serious young talents; and highlighting that Miu Miu will be dressing them for the foreseeable future. And when you have as many awards in your future as this bunch, it’s a win-win no matter how you look at it.


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