# Self-Reflexive Campaign High-end fashion brands subvert the norm with self-aware ad campaigns. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 22, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/selfreflexive-campaign ## Key Figures - Trend score: 5.1/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 23, 2017 to Feb 27, 2018 - Published: May 22, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Self-Reflexive Campaign trend ### 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. ### Nostalgia-Inspired Lookbooks High-end fashion brands are recreating vintage or retro fashion ad aesthetics to appeal to nostalgia-obsessed millennials. ### Promoting Through Parody Brands are partnering with humorists, meme artists and/or recreating awkward family photos, thereby promoting their luxurious offerings through parody. ## What the Self-Reflexive Campaign trend means for industry ### For 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 for Self-Reflexive Campaign Trend score 5.1 out of 10, from popularity 67%, activity 79%, freshness 8%. - Popularity: 67% - Activity: 79% - Freshness: 8% ## Examples of the Self-Reflexive Campaign trend 6 featured examples from Mar 23, 2017 to Feb 27, 2018. - [Meme-Inspired Fashion Ads](https://www.trendhunter.com/trends/memeinspired-fashion-ads): Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads (Category: Fashion) Implication: The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic. - [Humorous Luxurious Fashion Collages](https://www.trendhunter.com/trends/humorous-luxurious-fashion-collages): Meme-Maker Teamed Up with Fendi for Fall/Winter 2018 (Category: Luxury) Implication: The fashion industry can utilize the trend of incorporating humor into luxury fashion brands to attract new, younger demographics. - [Paparazzi-Style Luxe Photoshoots](https://www.trendhunter.com/trends/luxe-photoshoot): Balenciaga Recreates the Celebrity Struggle in its 2018 Lookbook (Category: Fashion) Implication: Fashion industry professionals can use the paparazzi-inspired photoshoot trend to add an edgy and glamorous element to their brand's image. - [Vintage Advert Lookbooks](https://www.trendhunter.com/trends/new-originals): The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads (Category: Fashion) Implication: Fashion brands can leverage nostalgia-inspired marketing and incorporate retro aesthetics to create unique collections that resonate with consumers. - [Faux Paparazzi-Inspired Subway Ads](https://www.trendhunter.com/trends/yeezy-season-six): Ads Promoting Yeezy Season Six Have Appeared Around NYC Subways (Category: Marketing) Implication: Fashion brands can leverage faux paparazzi-inspired advertising to create buzz and anticipation for upcoming clothing collections, blurring the line between reality and promotion. - [Awkward High Fashion Campaigns](https://www.trendhunter.com/trends/balenciaga-fashion-campaign): This Balenciaga Fashion Campaign Features 'Awkward Family Photos' (Category: Fashion) Implication: Fashion brands can incorporate unconventional themes and nostalgic elements into their collections to attract a broader consumer base. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)