Opening Ceremony, a high-end fashion retailer that's known for its unconventional looks released a editorial dubbed 'A Boy Named Raf' which works to promote its back-to-school clothing.
The muse of the campaign dotes a somber expression throughout each image as he participates in activities that liken him to the elementary-aged boy that he emulates. This includes images which show him on a swing set and surrounded by books in the grass, all while wearing oversized clothing -- with many looks making use of bright colors and child-like embroidery designs.
The name for the editorial comes not only from its portrayal of an unenthused man-child dressed in back-to-school clothing, but its use of designs used from designer Raf Simons' Fall/Winter collection for 2016.
Luxe School-Inspired Editorials
This Back-to-School Clothing Series Follows 'A Boy Named Raf'
Trend Themes
1. Luxe School-inspired Clothing - Opportunities in creating a line of high-end back-to-school clothing with embroidery designs that cater not only to kids but to adults.
2. Unconventional Editorial Campaigns - Opportunities in using advertising materials that resonate with unconventional shoppers.
3. Fashion Inspired by Children's Clothing - Opportunities in using child-like designs in high-end fashion collections and incorporating them into a new clothing line.
Industry Implications
1. Fashion Retail - Opportunities in promoting back-to-school clothing with unconventional campaigns.
2. Embroidery Services - Opportunities in creating customized embroidery designs for high-end clothing lines.
3. Photography / Advertisement - Opportunities in using unconventional photo shoots and editorial campaigns to attract unconventional shoppers.