The Harvey Nichols The New Breed ad campaign may seem a little off at first and that's because the stereotypical dog often associated with girly shopaholics is nowhere in sight. In place of the Maltese, Pomeranian and Chihuahua breeds, these women are toting around Bulldog, Bull Terrier, Staff breeds. Although their style hasn't changed, these women have clearly toughened up in order to get exactly what they want when they go shopping.
Conceived and executed by adam&eveDDB, an ad agency based in London, United Kingdom, the Harvey Nichols The New Breed ad campaign was creative directed by Ben Tollett, Emer Stamp and Ben Priest. Shot by photographer Miles Aldridge with retouching by Jon Webb and Jamie May, the images are full of fun color and great textures, the perfect backdrop for high-end fashion looks.
Key Themes Behind This Trend
- Tough Dog Fashion
- Designing fashionable clothing and accessories specifically for tough dog breeds.
- Shifting Fashion Stereotypes
- Challenging traditional perceptions of style by featuring non-traditional fashion models.
- Strong Women in Advertising
- Promoting empowered female characters in advertising campaigns.
Where This Applies
- Pet Fashion
- Creating stylish clothing and accessories for dogs of all sizes and breeds.
- Fashion Retail
- Adapting retail strategies to cater to diverse customer preferences and promote inclusive representation.
- Advertising
- Utilizing creative approaches to challenge stereotypes and promote brand messaging.
