H&M has unveiled the commercial for the Matthew Williamson For H&M Summer 2009 capsule collection, and it is one of the most captivating and mesmerizing spots I have seen for a while.
The psychedelic spot shows Matthew Williamson as the savior to a fashion world that needs change. The commercial was directed by Johan Renck and included models Daria Webowy and Elsa Hosk.
The commercial was shot on location in Rio de Janeiro and reminds me a bit of the similarly psychedelic H&M Spring/Summer 2009 spot, which you can see below.
Psychedelic Commercials
Matthew Williamson For H&M Line Defies the Monotone World
Trend Themes
1. Psychedelic Fashion - The use of psychedelic visuals in fashion advertisement campaigns is becoming more popular and can create opportunities for disruptive innovation in the fashion industry.
2. Fashion World Savior - The portrayal of fashion designers as saviors in advertising campaigns can be a trend that can be capitalized on by fashion retailers looking to create new and innovative branding campaigns.
3. Global Location Shoots - The use of culturally rich locations such as Rio de Janeiro, where the Matthew Williamson for H&M commercial was shot, can lend a sense of adventure and authenticity to advertising campaigns and can be an area for innovation in the advertising industry.
Industry Implications
1. Fashion Retail - Fashion retailers can create disruptive advertising campaigns by embracing the use of psychedelic visuals or portraying designers as saviors in their campaigns.
2. Advertising - Advertising firms can seek out locations and themes for their clients' campaigns that lend authenticity and a sense of adventure.
3. Fashion Design - Fashion designers and design houses can work with advertising agencies to create campaigns that showcase their designs in innovative ways whilst implementing new and quirky campaigns.