Chanel designer Karl Lagerfeld is known for asking his models to do some strange and creative things on the runway and in fashion editorials, but the Chanel Spring 2012 ad campaign has to be one of the most interesting editorials to date.
Supermodels Joan Smalls and Saskia de Brauw star as the faces of the campaign (taking over for Freja Beha Erichsen, who was the face of Chanel for a few seasons), and the two models look stunning in these black and white shots.
Set above a body of water, de Brauw and Smalls take on the roles of gymnasts posing on balance beams and looking ever so chic as they do so. Shot at the Hôtel du Cap-Eden-Roc by Mr. Lagerfeld himself, the Chanel Spring 2012 ad campaign is truly memorable.
Why This Trend Is Growing
- Fashion Campaigns with Athletic Models
- The use of models with athletic abilities in fashion campaigns provides a disruptive innovation opportunity for fashion brands to showcase their collections in a unique and dynamic way.
- Black and White Photography
- The resurgence of black and white photography in fashion campaigns presents a disruptive innovation opportunity for photographers to experiment with timeless and classic techniques.
- Luxury Fashion Brands Highlighting Sporty Looks
- Luxury fashion brands embracing sporty looks in their campaigns presents a disruptive innovation opportunity for companies to target a broader market and tap into the growing athleisure trend.
Industries Being Reshaped
- Fashion Industry
- The fashion industry can use the trends of athletic models and black and white photography in their campaigns to stay relevant and fresh, attracting new customers and keeping current ones interested.
- Photography Industry
- The photography industry can take advantage of the trend of black and white photography to offer new and unique services to clients, creating a competitive edge in the market.
- Sportswear Industry
- The sportswear industry can collaborate with luxury fashion brands to create sporty looks that are fashionable and stylish, tapping into the growing athleisure trend and expanding their customer base.
