The Costume National SS 2012 campaign is a grungy visual hangover.
The C'N'C summer collection is a youthful metamorphosis of a more classically refined brand into a hazy dreamlike lifestyle. The raw energy of the campaign comes from the 80s amateur film style and candy-haired models.
The collection is inspired by the bare bones rock n roll of the 70s. While grungy and free-wheeling, the collection maintains the crucial elements of tailoring. This sets Costume National apart from other flower-child styled brands. The clothing has personality and power. Though the designer has clear passions and inspirations, he believes clothing takes on the persona of its wearer. He says on his site, "Fashion is a form of pleasure, it seduces the self and the others."
With dual feed video, collapsing VHS rainbows and hot skateboarders, the Costume National SS 2012 campaign oozes cool kid style.
Zoned-Out Kid Campaigns
The Costume National SS 2012 Collection is a Candy-Colored Dream
Trend Themes
1. Youthful Metamorphosis - Disruptive innovation opportunity: Develop a brand or collection that combines classic refinement with a dreamlike, hazy lifestyle to appeal to younger consumers.
2. Amateur Film Style - Disruptive innovation opportunity: Create marketing campaigns or visual content that utilize the 80s amateur film style to capture the attention of the target audience.
3. Fashion as Pleasure - Disruptive innovation opportunity: Explore clothing and fashion as a form of pleasure that not only seduces the self but also others, creating unique and captivating designs.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Revolutionize the fashion industry by merging the bare bones rock n roll vibes of the 70s with tailored designs that embody power and personality.
2. Marketing - Disruptive innovation opportunity: Implement the use of dual feed videos, VHS aesthetics, and cool kid style elements in marketing campaigns to engage with younger consumers.
3. Visual Arts - Disruptive innovation opportunity: Explore the fusion of amateur film style and fashion to create visually captivating content that stands out and resonates with the target audience.