The Fall/Winter 2009 ad campaign for Brazilian streetwear fashion label Triton seems oblivious to the global financial crisis.
Abundant decadence is the main theme of the campaign, which was shot by photographer Tony Kelly.
In the ads, Brazilian supermodel Evandro Soldati plays the role of a spoiled rich kid goofing around in an ultra luxurious mansion. Evandro engages in playful debauchery with three attractive women played by models Viviane Orth, Daniela Freitas and Nathalie Edenburg.
By contrast, most top fashion designers and publications are taking steps to minimize spending and be more frugal in this economy. But perhaps this ad campaign is intended to be an escapism from the stark reality. However, I somehow doubt those who lost their jobs or homes would find solace in it.
Key Themes Behind This Trend
- Decadent Fashion Ads
- This trend showcases excessive luxury and extravagant lifestyles in fashion advertisements.
- Obliviousness to Financial Crisis
- This trend portrays an indifference or disconnect to the global financial crisis in fashion marketing campaigns.
- Escapism in Fashion
- This trend offers a form of escapism from the harsh realities of the financial crisis through opulent fashion advertising.
Where This Applies
- Fashion
- The fashion industry has the opportunity to explore and experiment with decadent and escapist themes in advertisements during challenging economic times.
- Marketing
- Marketing professionals can leverage the trend of obliviousness to the financial crisis in fashion campaigns to create a sense of luxurious fantasy for customers.
- Photography
- Photographers have the chance to capture decadent and escapist visuals in fashion ad campaigns, transporting viewers into a world of luxury.
