The Theyskens' Theory Spring 2013 ad campaign takes a dark and moody route instead of the typical warm and sunshiny one the upcoming months often inspire. Nevertheless, it does capture the essence of the rainy season beautifully. More than that, it was shot at a location that holds much meaning to the designer. Olivier Theyksens reveals, "[I]t is the shore of my country and I find it beautiful.[...] I wanted the image of a place more charged with emotions."
Lensed by Willy Vanderperre and starring model Wylie Hays, the location of the Theyskens' Theory Spring 2013 ad campaign is appropriate for another, less sentimental, reason. The clothing itself was inspired by pictures from Guido Mocafico of jellyfishes shot in the deep sea, hence the seaside theme.
Key Themes Behind This Trend
- Moody Fashion Ads
- Opportunity for fashion brands to explore dark and atmospheric advertising campaigns instead of traditional sunny and bright visuals.
- Emotional Location Shoots
- Exploring meaningful and sentimental locations for fashion campaigns to create a deeper connection with the audience.
- Nature-inspired Fashion Collections
- Using natural elements, such as deep-sea creatures like jellyfish, as inspiration for fashion designs and collections.
Where This Applies
- Fashion Advertising
- Disruptive innovation opportunity for agencies to create moody and emotionally impactful campaigns that stand out in the industry.
- Fashion Photography
- Exploring unique and meaningful locations for fashion shoots to create visually striking images and narratives.
- Fashion Design
- Opportunity for designers to draw inspiration from nature and incorporate elements from the deep sea into their collections for a unique and captivating aesthetic.
