Self-Reflexive Campaign

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 that may seem indulgent and thus evoke feelings of wealth-related guilt.
SCORE 7.7
Popularity
Activity
Freshness
Megatrends
Patterns
127,739 Total Clicks
Mar 17 - May 18
This Year and Hot
Featured Examples
Meme-Inspired Fashion Ads - Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
SCORE 8
Hot 8,371 Clicks Pub: Mar 22, 17
Meme-Inspired Fashion Ads
Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
Italian luxury brand Gucci recently launched an excellent new advertising effort that sees meme-inspired ads presented on the Instagram platform and in a stunning interactive layout on the Digital... [More]
Humorous Luxurious Fashion Collages - Meme-Maker Teamed Up with Fendi for Fall/Winter 2018
SCORE 8.6
This Year and V. Hot 7,637 Clicks Pub: Feb 5, 18
Humorous Luxurious Fashion Collages
Meme-Maker Teamed Up with Fendi for Fall/Winter 2018
Illustrator, graphic designer and renowned meme-maker Hey_Reilly produced a set of humorous luxurious fashion collages and prints for Fendi’s Fall/Winter 2018 line. The creative became known... [More]
Paparazzi-Style Luxe Photoshoots - Balenciaga Recreates the Celebrity Struggle in its 2018 Lookbook
SCORE 7
This Year and Warm 2,019 Clicks Pub: Feb 2, 18
Paparazzi-Style Luxe Photoshoots
Balenciaga Recreates the Celebrity Struggle in its 2018 Lookbook
For its Spring/Summer 2018 luxe photoshoot, Spanish fashion house Balenciaga heads in a realistically creative direction. The models are photographed in clashing arrangements, sporting red and... [More]
Vintage Advert Lookbooks - The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads
SCORE 7.7
This Year and Hot 1,562 Clicks Pub: Nov 27, 17
Vintage Advert Lookbooks
The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads
The New Originals Fall/Winter 2017 campaign is a modern take on Apple’s iconic ‘Think Differently’ ads from the 90s. Featuring slogans like ‘Think out of the box’ and a... [More]
Faux Paparazzi-Inspired Subway Ads - Ads Promoting Yeezy Season Six Have Appeared Around NYC Subways
SCORE 5.4
This Year and Warm 781 Clicks Pub: Feb 26, 18
Faux Paparazzi-Inspired Subway Ads
Ads Promoting Yeezy Season Six Have Appeared Around NYC Subways
Ads promoting the Yeezy season six collection have mysteriously popped up around New York City, creating a buzz on social media and building anticipation for the clothing line’s unconfirmed... [More]
Awkward High Fashion Campaigns - This Balenciaga Fashion Campaign Features 'Awkward Family Photos'
SCORE 5.3
This Year and Warm 288 Clicks Pub: Feb 9, 18
Awkward High Fashion Campaigns
This Balenciaga Fashion Campaign Features 'Awkward Family Photos'
Awkward family photos have long been going viral on the Internet, to the point where an entire website was created to document the various uncomfortable poses and styles of family photos of days past.... [More]
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