The way fashion campaigns are conceptualized, styled and shot has changed in response to the global pandemic, as seen in the new ad campaign for Burberry's summer collection. The casual ads start Kendall Jenner, who captured a series of self-portraits at home using her own equipment.
The ads give off a casual, relaxed sense and they share a look into the TB summer monogram collection, which updates the Peter Saville-designed TB logo prints that were first shared by Riccardo Tisci in 2018. The new TB logo is bigger than before and is shown in bold, contrasting blue and orange shades. The summer collection by Burberry includes essentials like swimwear and according to the luxury brand, "the new collection embodies the free spirit and optimism of the season."
Casual Model-Created Campaigns
Kendall Jenner Shot Self-Portraits for Burberry's Summer Collection
Trend Themes
1. Remote Self-portraits - Disruptive innovation opportunity: Develop new tools and technologies that enable models to create professional self-portraits from remote locations.
2. Casualized Ad Campaigns - Disruptive innovation opportunity: Create platforms and services that allow brands to create authentic and relatable ad campaigns using casual and self-produced content.
3. Revamped Logo Prints - Disruptive innovation opportunity: Design innovative methods for updating and refreshing existing brand logos, creating new visual identities for established brands.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Integrate technology into the fashion industry to redefine traditional advertising campaigns and engage customers in new and creative ways.
2. Photography - Disruptive innovation opportunity: Develop user-friendly tools and applications that empower individuals to create professional-quality photography from their own homes.
3. Branding - Disruptive innovation opportunity: Explore new ways to update and revamp brand logos, allowing companies to stay relevant and visually appealing to their target audience.