Pop star Britney Spears models the new Spring/Summer 2018 collection by Kenzo. Famed photographer and director Peter Lindbergh captured the celebrity in a lavish and cheeky fashion editorial that showcases some of the luxe label's statement denim pieces—from caps and jackets to thigh-high lace-up boots and underwear. The photographic representation turns a tropical corner as silhouettes with Kenzo's staple motifs, like "the tiger, the Great Wave of Kanagawa and [a] bamboo tiger print," are introduced.
Dubbed the 'La Collection Memento N°2,' the 2018 capsule has a deeper meaning and significance aside from the fact that Britney Spears models it. The line pays homage to the fashion house's original creator—Kenzo Takada and "his first foray into denim back in the 1970s."
Photo Creduts: Peter Lindbergh
Why This Trend Is Growing
- Celebrity Endorsements
- Businesses could tap into the power of celebrity endorsements to create more impactful and memorable campaigns.
- Nostalgia Marketing
- Creating campaigns that reference to a brand's previous successes can be a great way to increase consumer loyalty and interest in a product or line.
- Luxury Denim
- As seen in the Kenzo campaign, there may be an opportunity for the denim industry to branch further into luxury markets.
Industries Being Reshaped
- Fashion
- Fashion brands and designers may consider creating campaigns that incorporate both nostalgia and celebrity endorsements.
- Advertising
- Ad agencies can provide their clients with options for incorporating celebrity endorsements and nostalgia marketing into their campaigns, as well as exploring new markets such as luxury denim.
- Retail
- Retailers could explore opportunities to carry luxury denim options and integrate the use of celebrity endorsements and nostalgia marketing into their advertising strategies.
