Tokion’s fall editorial is a grim reality check as it features male models, unemployed and picketing against their layoffs.
The style of the editorial greatly resembles that of the Great Depression with the hats, fit of the suits, and use of tweed. The black and white imagery adds the the grim feel that a recession can often conger.
According the SwipeLife.com, the Tokion Magazine editorial "underlines the importance of the working man’s wardrobe—even when work is nowhere to be found."
Chic Recession Editorials
Tokion Magazine Features Stylish Unemployed Men
Trend Themes
1. Chic Recession Style - Opportunity for fashion brands to create stylish yet affordable clothing lines suited for individuals affected by an economic downturn.
2. Unemployment Activism - Potential for brands to support and partner with unemployed individuals in their efforts to raise awareness on the issue.
3. Depression-era Nostalgia - Brands could create products and marketing campaigns that cater to consumers' interest in historical fashion and design during periods of economic struggle.
Industry Implications
1. Fashion - Opportunity for fashion brands to create new clothing lines tailored to those affected by a recession or to support unemployed individuals.
2. Activism - Potential partnerships with unemployed individuals and support to help raise awareness and advocate for the issue at hand.
3. Marketing & Advertising - Opportunity to create targeted marketing campaigns that appeal to consumers' interest in historical periods of difficulty and nostalgia for unique and timeless fashion.