Category
Lifestyle
Assisted Choices
Trend cluster
Category
Self-Reflexive
Campaign
High-end fashion brands subvert the norm with self-aware ad campaigns.
5.1
Trend score
Trend
What is the Self-Reflexive Campaign trend?
Self-Reflexive Campaign: Luxury fashion brands are increasingly creating subversive campaigns that reflect celebrity and meme culture in order to champion authenticity through critical self-awareness. This shift highlights the need for brands to find new, evolved ways of communicating accessibility through self-reflexive irony rather than looking to connect with consumers through aspirational images of luxury.
Trend themes
Themes within the Self-Reflexive Campaign trend
Three behaviours holding the trend together01
Self-Reflexive Campaigns
Luxury brands are creating campaigns that reflect celebrity and meme culture to champion authenticity through critical self-awareness, rather than looking to connect with consumers through aspirational images of luxury.
02
Nostalgia-Inspired Lookbooks
High-end fashion brands are recreating vintage or retro fashion ad aesthetics to appeal to nostalgia-obsessed millennials.
03
Promoting Through Parody
Brands are partnering with humorists, meme artists and/or recreating awkward family photos, thereby promoting their luxurious offerings through parody.
Industry implications
What the Self-Reflexive Campaign trend means for industry
Where the trend changes the playbookFor
Luxury Fashion
Self-aware campaign, nostalgia-inspired lookbooks, parody-promoted fashion with sartorial and avant-garde offerings provide disruptive opportunities for luxury fashion brands to switch and up their communication game.
For
Humor and Meme Marketing
A series of humoristic collaborations (with or without memes) between high fashion and avant-garde artists have emerged, emphasizing a playful and humorous message, that brands can incorporate into their messaging to appeal to millennial markets.
For
Subversive Advertising
By embracing new forms of advertising, like subway ads, brands can take marketing initiatives to the next level, and increase promotion through unorthodox mediums.
Workshop question
How can your brand convey authenticity by incorporating a self-reflexive view of your industry's culture into marketing material?
Trend signals
Trend signals for Self-Reflexive Campaign
Trend score 5.1 out of 10, from popularity 67%, activity 79%, freshness 8%.
Popularity67%
Activity79%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Self-Reflexive Campaign trend
6 featured examples from Mar 23, 2017 to Feb 27, 2018CategoryFashion
Meme-Inspired Fashion Ads
Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic.
CategoryLuxury
Humorous Luxurious Fashion Collages
Meme-Maker Teamed Up with Fendi for Fall/Winter 2018
The fashion industry can utilize the trend of incorporating humor into luxury fashion brands to attract new, younger demographics.
CategoryFashion
Paparazzi-Style Luxe Photoshoots
Balenciaga Recreates the Celebrity Struggle in its 2018 Lookbook
Fashion industry professionals can use the paparazzi-inspired photoshoot trend to add an edgy and glamorous element to their brand's image.
CategoryFashion
Vintage Advert Lookbooks
The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads
Fashion brands can leverage nostalgia-inspired marketing and incorporate retro aesthetics to create unique collections that resonate with consumers.
CategoryMarketing
Faux Paparazzi-Inspired Subway Ads
Ads Promoting Yeezy Season Six Have Appeared Around NYC Subways
Fashion brands can leverage faux paparazzi-inspired advertising to create buzz and anticipation for upcoming clothing collections, blurring the line between reality and promotion.
CategoryFashion
Awkward High Fashion Campaigns
This Balenciaga Fashion Campaign Features 'Awkward Family Photos'
Fashion brands can incorporate unconventional themes and nostalgic elements into their collections to attract a broader consumer base.
