Famed photographer Mario Testino plays paparazzo once again for Michael Kors in the Cruise 2009 ad campaign.
The campaign features shots of models Carmen Kass and Noah Mills taken by Testino, paparazzi style.
The fashion images simulate those images we see in tabloid magazines and blogs of the rich and famous.
Implications - A passing glance at any newsstand will reveal mainstream culture's obsession with celebrities and impromptu photos of famous faces. The fashion industry has recaptured consumers' attention by releasing ad campaigns and magazine editorials that look as if they were lensed by a paparazzo. The images' impromptu quality flies in the face of traditional fashion photography, which often thrives on opulent sets and larger-than-life scenarios.
What's Driving This Trend
- Paparazzi-style Campaigns
- Brands can capitalize on mainstream culture's obsession with celebrities and impromptu photos by releasing ad campaigns and magazine editorials that look as if they were lensed by a paparazzo.
- Simulated Tabloid Shots
- Fashion brands can create campaigns that simulate images we see in tabloid magazines and blogs of the rich and famous, tapping into consumers' interest in celebrity culture.
- Impromptu Fashion Photography
- Fashion brands can offer a fresh approach to traditional fashion photography by emphasizing the impromptu quality of the photos and stepping away from opulent sets and larger-than-life scenarios.
Who This Affects Most
- Fashion Industry
- The fashion industry can utilize paparazzi-style campaigns and simulated tabloid shots to capture consumers' attention and tap into their interest in celebrity culture.
- Advertising Industry
- The advertising industry can find innovative ways to create campaigns that blur the lines between traditional advertising and paparazzi-style photography.
- Media Industry
- The media industry can explore new approaches to fashion coverage by incorporating the impromptu nature of paparazzi-style photography into their editorials and features.
