The David Jones Fall 2014 ad campaign is not overtly sexual even though it could have easily gone down that route since it is showcasing a range of lingerie looks. Instead, it is both demure and romantic. While Australian model Montana Cox looks coyly at the camera, she is not at all throwing herself at her audience. The play on light and shadow also creates a feminine and mysterious mood.
Shot by photographer Margaret Zhang, who also doubled as the stylist, the David Jones Fall 2014 ad campaign showcased pieces from the likes of Agent Provocateur, Stella McCartney and Lover. The femininely casual looks were perfected with a messy updo and bedroom eyes courtesy of hair and makeup artist Allison Boyle.
What Makes This Trend Stand Out
- Feminine Lingerie Ads
- Lingerie ads that focus on femininity and elegance rather than overt sexuality could disrupt the traditional lingerie market.
- Photographer-stylists
- Having a photographer also act as a stylist for ad campaigns could further streamline the creative process and result in a more cohesive final product.
- Casual Lingerie Looks
- The use of casual lingerie looks could tap into a growing trend of comfortable and practical apparel, expanding the lingerie market to appeal to a wider audience.
Sectors Adopting This
- Lingerie
- Lingerie companies could incorporate more feminine and demure styles to appeal to customers looking for comfort and practicality.
- Photography
- Integrating the role of stylist into photography jobs can provide an opportunity for photographers to expand their range of services and gain more clients.
- Beauty
- By incorporating casual lingerie looks into their offerings, beauty companies could tap into the growing market for comfortable and practical apparel.
