Cesare Paciotti will ride the lesbian-chic wave in their new Fall-Winter 2009-2010 ad campaign by famed photographer Mario Sorrenti.
Sorrenti captured models Constance Jablonski and Eniko Mihalik getting quite physical and intimate in the homoerotic suggestive ads.
The ads seem to be an extension of Mario Sorrenti’s recent Vogue Italia editorial, Série Noire, minus the sinister vibe.
Implications - Once, sensual imagery would be enough to spawn controversey. Today, however, brands are pushing the limits of "sexvertising." Accordingly, consumers are becoming desensitized to such provocative imagery, to the point in which seeing risqué same-sex photography, extreme sexual poses and even blatant nudity can get nothing but a nonchalant shrug from the viewer.
Sapphic Advertising
Cesare Paciotti Goes Lesbian Chic in Fall/Winter 09-10
Trend Themes
1. Sexvertising - The trend of brands using provocative and controversial imagery in their advertising campaigns to grab attention and push boundaries.
2. Desensitization to Provocative Imagery - Consumers becoming immune to risqué and explicit images due to exposure, leading to a need for more extreme visuals to capture attention.
3. LGBTQ+ Representation in Marketing - Brands incorporating same-sex relationships and LGBTQ+ themes in their advertising campaigns to appeal to a more diverse and inclusive audience.
Industry Implications
1. Fashion - Opportunities for fashion brands to use edgier and more unconventional imagery in their ad campaigns to stand out in a saturated market.
2. Advertising - Disruptive innovation opportunities for advertising agencies to create campaigns that challenge traditional norms and spark conversation.
3. Media and Entertainment - Opening up new avenues for media and entertainment companies to produce LGBTQ+ inclusive content and collaborations with fashion brands.