Recently, a new Hood by Air campaign was launched for the Spring/Summer of 2017, which is reported to be the last for a long time given that the New York streetwear brand's founder, Shayne Oliver, has announced that it will be taking a hiatus.
The new Hood by Air campaign has a strong retro look to it, which comes from the faded style of the shots that comprise the lookbook, as well as the grungy features that much of the apparel boasts. Thick black borders make the shots from the lookbook stand out even more, while further highlighting the brand's name which is featured in an acronym at the top of each one. Pastel backgrounds enable the new Hood by Air collection to be at the focus of each shot as well, and the unconventional hairstyles that the models sport further contributes to the retro grunge aesthetic.
Farewell Streetwear Lookbooks
The New Hood by Air Campaign is the Last Before It Goes on Hiatus
Trend Themes
1. Hiatus Fashion Campaigns - As fashion brands face pauses in production and sales, creating a strong last campaign before taking a hiatus can drive interest and sustain brand awareness.
2. Retro Grunge Aesthetic - There is an opportunity to incorporate vintage elements into fashion lines and marketing campaigns to appeal to a sense of nostalgia and capture a distinct aesthetic.
3. Acronym-based Logos - Incorporating abbreviations or acronyms of brand names into logos can be an effective way to create unique branding and recognition among consumers.
Industry Implications
1. Fashion - Fashion brands have an opportunity to experiment with new looks, incorporate vintage elements, and create unique campaigns to maintain consumer interest even through periods of hiatus or pause.
2. Marketing - As fashion campaigns move towards incorporating a retro or grunge aesthetic, marketers can explore new photo editing techniques and vintage-style branding to increase engagement and create a unique look for campaigns.
3. Logo Design - Designers can experiment with using abbreviation-based logos to create unique and memorable branding for companies in a variety of industries.