In addition to his extensive swimsuit shoot, Mario Testino shows the wild side of fashion in the new Summer 2009 issue of V magazine in the editorial “Couture When It's Haute!â€
The (mostly) black & white “Couture When It's Haute!†features model Katrin Thormann striking fierce poses in demonic makeup and Haute couture dresses.
Thormann was styled by Beat Bolliger in pieces from the S/S 09 couture collections with dramatic makeup by Charlotte Tilbury.
Implications - One of the most effective ways to create immediately resonant marketing is to invest in overtly sexually charged advertising. The ads show the company is willing to eschew the conventions of traditional 'good taste' and skews for something more edgy. This distinguishes the brand as cutting-edge and brazen.
Dramatic Fashion
V Magazine Says “Couture When It's Haute!” This Summer
Trend Themes
1. Sexually Charged Advertising - Disruptive innovation opportunity: Companies can invest in overtly sexually charged advertising to create immediately resonant marketing that distinguishes them as cutting-edge and brazen.
2. Dramatic Makeup - Disruptive innovation opportunity: The use of dramatic makeup in fashion shoots can inspire new makeup trends and products.
3. Haute Couture - Disruptive innovation opportunity: Exploring new ways to showcase Haute couture dresses, such as pairing them with unconventional styling or settings.
Industry Implications
1. Fashion Advertising - Disruptive innovation opportunity: Fashion brands can adopt overtly sexually charged advertising strategies to stand out in a crowded market.
2. Cosmetics - Disruptive innovation opportunity: The popularity of dramatic makeup in fashion shoots can drive the development of new cosmetic products and techniques.
3. High Fashion - Disruptive innovation opportunity: The Haute couture industry can experiment with fresh concepts and collaborations to attract new customers and push creative boundaries.