Can't say I expected this from the normally cheery and upbeat British pop sensation, but the Jessie J Vogue Italia June 2011 spread is dark yet dauntingly beautiful. Shot by Francesco Carrozzini, the combination of the singer's raw emotion, the drab lighting and the unusual cave-like setting make for an interesting concept that feels slightly out of place in this high-profile fashion magazine, and yet somehow not at all. Perhaps this feeling of belonging can be attributed to the bewitching styling done by Enrica Ponzellini.
The June 2011 issue is unconventional at best -- editor-in-chief Franca Sozzani chose to cover the issue with three gorgeous plus-sized models, and the Jessie J photo spread further captures the apparent theme of unconventional beauty.
Implications - Companies and brands that seek to stand out in the marketplace can do so by utilizing a celebrity in a non-traditional role, drawing the atttention of both the celeb's fans and non-fans alike. By spinning the perception of this well-known celeb on its head, the company or brand will create a dialogue surrounding pictures or an advertisement the company/brand put out.
Key Themes Behind This Trend
- Dark Fashion Photography
- Opportunity for fashion brands to explore dark and unconventional photography to create unique and captivating visuals.
- Unconventional Beauty Standards
- Brands can challenge traditional beauty norms by featuring non-traditional models and celebrities, sparking conversations and attracting a wider audience.
- Celebrity Brand-image Alteration
- Companies can generate buzz by portraying well-known celebrities in unexpected roles, generating a dialogue and increasing brand visibility.
Where This Applies
- Fashion
- Fashion brands can leverage dark fashion photography to create a distinct brand image and appeal to niche markets.
- Beauty
- Beauty industry can capitalize on unconventional beauty standards to promote inclusivity and diversity, expanding their customer base.
- Advertising
- By altering the brand-image of a celebrity, advertisers can generate attention and conversation around their campaigns, increasing brand awareness.
