Trying to keep their fingers on the pulse of the new generation, Dolce & Gabbana turned to popular video site YouTube for inspiration. Besides stupid stunts and lonely girls, one of the most popular YouTube categories is lipsynching to music.
From fratboys to teenage girls, YouTube is full of these videos that transform the act of singing in front of a mirror into singing in front of the whole world. The production quality of these videos varies from simply sitting across the computer to orchestrating a TV worthy music video with special effects and professional photography.
Dolce & Gabbana adopted this unusual marketing tool to produce a couple of promotional videos with talented photographer Mariano Vivanco showing models lipsynching to songs while wearing Dolce & Gabbana .
The video above shows supermodel Anne Vyalitsyna "performing" to Leona Lewis's popular hit "Bleeding Love" in a sexy black and white video. The promotional film was created for Dazed and Confused magazine and shows Anne wearing black underwear by Dolce and Gabbana .
Below you can enjoy a video with top male models Sam Way, David Gandy & Matt Loewen wearing assorted Dolce & Gabbana items. It starts as a fashion shoot with the music of Something's Goin' On slowly kicking in until the action starts two minutes in with Sam lipsynching, dancing and just acting goofy like a frat boy on springbreak.
Lipsynching Models
Dolce & Gabbana Inspired by YouTube
Trend Themes
1. Youtube Lipsynching Videos - Opportunity to leverage the popularity of lipsynching videos on YouTube to create innovative marketing campaigns.
2. Influencer Marketing - Disruptive innovation opportunity by partnering with popular YouTube influencers to promote fashion brands through lipsynching videos.
3. Creative Fashion Promotion - Opportunity to explore unconventional promotional strategies, such as using models lipsynching to music, to engage with target audiences.
Industry Implications
1. Fashion - Fashion brands can adopt the concept of lipsynching videos to showcase their products in a more entertaining and engaging manner.
2. Advertising - Innovative advertising agencies can utilize lipsynching videos as a unique and attention-grabbing marketing tool for their clients.
3. Social Media - Social media platforms can explore the trend of lipsynching videos and develop features or campaigns that cater specifically to this growing movement.