People who work retail often have the most intimate knowledge of a product, so it's no surprise that Agent Provocateur's Autumn/Winter 2015 campaign stars none other than Paloma Faith and Alice Hawkins, two of the lingerie company's former employees.
With these unique women as models, the #KnickersForever campaign plays off of the fact that the women were once so involved with the brand. The campaign has the women step into the roles of a sultry store manager, wiping windows and overseeing operations from a front desk.
In addition to the polishing finished images of the shoot being released, there are also a few candid Polaroid-style shots that keep the whole campaign real, but just as fun.
What's Driving This Trend
- Employee-model Campaigns
- Opportunity for brands to leverage former employees as models in their marketing campaigns.
- Authentic Branding
- Growing trend of using real people with intimate knowledge of a brand to create authentic and relatable advertising.
- Candid Marketing
- Increasing popularity of using candid-style shots to make marketing campaigns more genuine and engaging.
Who This Affects Most
- Lingerie
- Opportunity for lingerie brands to incorporate former employees as models to create a unique and intimate brand experience.
- Fashion Retail
- Potential for fashion retailers to leverage their employees' expertise and familiarity with the brand for creative and authentic marketing campaigns.
- Photography
- Rising demand for candid-style photography in advertising, opening up opportunities for photographers to offer their services to brands.
