The HUF Summer 2011 lookbook video uses an ominous voice-of-God narration to show off the clothing line's new collection. By contrasting an intellectual speech with footage of skateboarding antics, the video creates an atmosphere of authority for the young subjects.
Skaters are predominantly associated with drugs and rebellion, but this lookbook video manages to infuse this youth culture with a sense of intellect and leadership. At the same time, the HUF Summer 2011 collection is subtly shown off in the video as a few well-known skaters are featured to help advertise the brand. Overall, the video is aesthetically pleasing and conveys the message that the HUF Summer 2011 collection is for more than just skateboarders, but for the leaders and minds of tomorrow.
Key Themes Behind This Trend
- Authority Youth Culture
- Creating a sense of leadership and intellect within youth culture through contrasting visuals and narratives.
- Aesthetic Brand Advertising
- Using visually pleasing videos to subtly showcase and promote a brand's collection.
- Inclusive Target Audience
- Expanding a brand's appeal beyond its core niche by featuring diverse personalities in the promotional video.
Where This Applies
- Fashion
- Fashion brands can leverage authoritative and intellectual messaging to appeal to young consumers.
- Skateboarding
- Skateboarding industry can explore collaborations with fashion brands to showcase the versatility of their products.
- Advertising and Marketing
- Marketing agencies can focus on creating visually compelling videos that convey brand messages in a sophisticated way.
