Argentinean brand Ona Saez is promoting individuality, freedom, tolerance and diversity in their Fall/Winter 2009 ad campaign.
Dubbed “Soy lo que Soy†(which means, 'I Am What I Am'), the designs of the collection have that slogan alongside 'Be Yourself' and icons of various sexual preferences.
The ads use models of various races, sexual orientation and gender, with photography by Gustavo Di Mario.
Implications - As society evolves and the importance of the individual is becoming more important than the group, fashion and art are integrating this change into their representations. With sexuality and gender becoming more fluid, more flexible fashion choices are emerging. Designers and artists alike will market their apparel to consumers in a more accepting and open way, drawing in a larger demographic of buyers.
Social Acceptance Fashion
Ona Saez Says "I Am What I Am" For Fall/Winter 2009
Trend Themes
1. Individuality Fashion - Fashion brands are promoting individuality as a way of standing up for diversity and freedom.
2. Diversity Representation Trend - Brands are increasing their representation of diversity in their campaigns to tap into the market of people who want to be seen and heard.
3. Fluid Gender Fashion - As gender fluidity continues to gain acceptance, fashion designers are offering more flexible fashion choices.
Industry Implications
1. Fashion Industry - Fashion industry has an opportunity to tap into the market of people who value individuality and diversity representation.
2. Art Industry - Art industry can use their creations to represent the shift in society towards freedom, tolerance, and diversity.
3. Marketing and Advertising Industry - Marketing and advertising industry can support the trend by showcasing diversity and individuality in campaigns.