The Barneys Spring 2014 ad campaign is yet another example of the fashion industry getting some things right. Although it has come under scrutiny due to out-of-control eating disorders and blatant Photoshopped images portraying an impossible beauty standard, this campaign along with Deisel's recent one starring Jillian Mercado, a wheelchair-bound reporter suffering from muscular dystrophy, shows that it might be turning over a new leaf.
Starring 17 transgender models, the Barneys Spring 2014 ad campaign is heartwarmingly titled 'Brothers, Sisters, Sons and Daughters.' It celebrates the transgender community in an earnest, beautiful way. Although promoting luxury fashion, the photoshoot goes beyond a marketing ploy. 10% of the sales made on February 11 at Barneys flagship stores and online will be donated to associated LGBT organizations.
Why This Trend Is Growing
- Lgbt-inclusive Advertising
- Development of advertising campaigns and marketing strategies that include and celebrate the diversity of LGBT community.
- Transgender Representation in Fashion
- Increase in the visibility and representation of transgender individuals, models, designers, and participants in the fashion industry.
- Socially Conscious Marketing
- Rise of brands using their marketing as a platform to advocate for social causes and initiate tangible support for disadvantaged communities.
Industries Being Reshaped
- Fashion Industry
- The industry has an opportunity to expand its offerings and increase revenue by developing and marketing inclusive clothing lines for transgender individuals.
- Marketing and Advertising Industry
- Agencies and brands can capitalize on the trend of socially-conscious marketing by developing and promoting campaigns centered around diversity and inclusion.
- LGBT Organizations and Nonprofits
- These organizations that support and represent the LGBT community can benefit from partnerships with fashion brands and collaborations on marketing initiatives that centralize the trans community.
