The Lanvin A/W 2012 Ad video boasts a cast of relateable models starring in the ‘Reality, Not Reality Stars’ feature.
The campaign is a refreshing take on fashion as it entirely excludes the use of conventional models. The short film reveals the identity of each person in the ads, as they sport the lavish garments in rich shades of LANVIN’S Autumn/Winter collection designed by artistic director Alber Elbaz.
Although fashion is meant to be aspirational, the direction taken by Lanvin maison blends standards of opulence with accessibility. A seeming juxtaposition, the statement of individuality is bound to succeed as consumer perception of Lanvin’s brand identity adheres to modern standards of attainable fashion. The marketing initiative does not lose sight of luxury, but does well to capitalize individuality.
Key Themes Behind This Trend
- Individuality in Fashion Marketing
- This trend highlights the importance of showcasing individuality in fashion marketing, offering an innovative approach to engage consumers.
- Relatable Models in Ad Campaigns
- Using relatable models in ad campaigns presents a disruptive opportunity to connect with consumers at a more personal level.
- Luxury Fashion with Accessibility
- Combining opulence with accessibility in luxury fashion brands opens up new possibilities for expanding consumer base.
Where This Applies
- Fashion Marketing
- Fashion marketing industry can adopt this trend of emphasizing individuality to create more engaging campaigns.
- Advertising
- The advertising industry can benefit from the use of relatable models to create more relatable and influential campaigns.
- Luxury Fashion
- Luxury fashion industry has an opportunity to embrace accessibility without compromising on the high-end brand identity.
