Dolce & Gabbana’s Pour Homme Pour Femme fragrance campaign follows the growing obsession among designers with feature films. Many of the world’s fashion labels have managed to display their collections in under 3 minutes, all with exceptional detail and artistic direction. The Italian brand has taken this obsession one step further.
While most of these films showcases clothes only, the Pour Homme Pour Femme short brings perfume into the mix. The black and white Sicilian wedding scene is laced with model Laetitia Casta’s undercover romance. Her convertible-bound ventures throughout scenic mountains are romantic and sultry, themes that are often present in Dolce & Gabbana lines.
Best of all are the natural family elements, seen in the smiling exchanges between the faux wedding guests and Dolce & Gabbana’s Fall/Winter 2012 lookbook.
What's Driving This Trend
- Fashion Films
- The growing obsession among designers with feature films presents an opportunity for disruptive innovation in the fashion industry.
- Incorporating Perfume
- Bringing perfume into fashion films, like the Pour Homme Pour Femme campaign, opens up new possibilities for disruptive innovation in the fragrance industry.
- Natural Family Elements
- The inclusion of natural family elements in fashion campaigns, as seen in Dolce & Gabbana's Pour Femme Pour Homme ad, creates opportunities for disruptive innovation in the advertising industry.
Who This Affects Most
- Fashion
- The trend of fashion films offers disruptive innovation opportunities for clothing designers and fashion brands.
- Fragrance
- Incorporating perfume into fashion films presents disruptive innovation opportunities for fragrance companies and perfume brands.
- Advertising
- The inclusion of natural family elements in fashion campaigns opens up disruptive innovation opportunities for advertising agencies and marketers.
