High-end fashion brands subvert the norm with self-aware ad campaigns
Implications - 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.
Workshop Question - How can your brand convey authenticity by incorporating a self-reflexive view of your industry's culture into marketing material?
1. 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.
2. Nostalgia-inspired Lookbooks - High-end fashion brands are recreating vintage or retro fashion ad aesthetics to appeal to nostalgia-obsessed millennials.
3. Promoting Through Parody - Brands are partnering with humorists, meme artists and/or recreating awkward family photos, thereby promoting their luxurious offerings through parody.
1. 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.
2. 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.
3. 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.