The New Originals Fall/Winter 2017 campaign is a modern take on Apple's iconic 'Think Differently' ads from the 90s. Featuring slogans like 'Think out of the box' and a similar visual aesthetic to the retro print ads, this lookbook appeals to nostalgia-obsessed Millennials. Showcasing a range of wearable and eye-catching streetwear, the campaign also features retro Macintosh computers, making its visual reference even clearer for those who grew up in the 90s.
Photographer Kwabena Appiah-Nti captures the New Originals campaign and joins forces with stylists Anne Chalou and Britta Flinterman. Together, the trio brings the spirit of Apple's vintage ads to life, while showcasing a contemporary selection of streewear that is designed to be both creative and functional.
Vintage Advert Lookbooks
The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads
Trend Themes
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Nostalgia-inspired Marketing — Opportunity for brands to tap into the emotional connection that Millennials have with nostalgic trends and create marketing campaigns that evoke a sense of familiarity and sentimentality.
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Retro Aesthetics in Fashion — Potential for fashion designers and brands to incorporate retro visual elements into their collections, drawing inspiration from past eras and creating a unique and nostalgic appeal.
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Modernizing Vintage Concepts — Room for innovation in updating and modernizing vintage concepts, such as Apple's 'Think Differently' ads, to resonate with contemporary audiences while still paying homage to the past.
Industry Implications
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Fashion — Fashion brands can leverage nostalgia-inspired marketing and incorporate retro aesthetics to create unique collections that resonate with consumers.
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Advertising and Marketing — Opportunity for advertising agencies and marketers to develop campaigns that tap into nostalgia and use retro aesthetics to evoke emotion and connect with target audiences.
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Technology — Tech companies can explore ways to modernize vintage concepts and incorporate retro elements into their products and branding to appeal to consumers who crave nostalgia.