The Armani Jeans Fall Winter 08-09 ad campaign features Justin Gaston (AKA the guy dating teen sensation Miley Cyrus) alongside fellow models Marlon Teixeira and Jamie Dornan in rather intimate and quite physical poses.
The campaign, which was shot by Mert Alas and Marcus Piggot, is very different than the brand’s SS08 ads which featured Evandro Soldati getting hot and heavy with Julia Stegner.
Maybe Armani is a fan of Brody Jenner’s new show, Bromance, or they don’t want to miss out on the same-sex affection we’ve been seeing in recent ads (see the Versace and Longchamp campaigns below for example.)
Whatever the case, it’s good to see men being affectionate.
Bromance Fashion Ads
Armani Jeans F/W 08-09 Shows Physical Male Bonding
Trend Themes
1. Male Bonding Fashion - The trend of showcasing male models in intimate, physical poses in fashion campaigns.
2. Same-sex Affection in Advertising - The trend of featuring same-sex affection in advertisements to challenge traditional gender norms.
3. Bromance Culture - The growing cultural fascination with and acceptance of close, platonic relationships between men.
Industry Implications
1. Fashion Advertising - Fashion brands can disrupt the industry by promoting inclusivity and showcasing diverse forms of affection in their campaigns.
2. Entertainment - The entertainment industry can capitalize on the bromance culture by creating content that celebrates and explores male friendship and emotional connections.
3. Marketing and Advertising - Marketers and advertisers can tap into the trend of same-sex affection in advertising to create provocative and inclusive campaigns for their clients.