Du Juan Makes Cheap Clothes Chic for H & M in Vogue China May 2011
Marissa Brassfield — May 2, 2011 — Fashion
References: vogue.cn & designscene.net
This editorial featuring H & M in Vogue China May 2011 shows model Du Juan doing what she does best: making clothes look fierce, no matter how much they cost. Photographer Benny Horne and stylist Akari Endo-Gaut joined creative forces to make H & M's affordable offerings look fit for the pages of Vogue.
It's a convincing sell. Du Juan works each look in the H & M in Vogue China editorial as if it's Louis Vuitton or Chanel, and her demeanor isn't so over the top as to make the outfits unapproachable for everyday fashionistas. We're seeing a rise in upscale fashion magazines including affordable outfits in their editorials, which responds to consumers' spending habits since the global recession hit in 2009.
It's a convincing sell. Du Juan works each look in the H & M in Vogue China editorial as if it's Louis Vuitton or Chanel, and her demeanor isn't so over the top as to make the outfits unapproachable for everyday fashionistas. We're seeing a rise in upscale fashion magazines including affordable outfits in their editorials, which responds to consumers' spending habits since the global recession hit in 2009.
Trend Themes
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Upscale-affordable Fashion — The trend of upscale fashion magazines featuring affordable outfits in their editorials creates an opportunity for brands to meet the demands of cost-conscious consumers who still want to look stylish.
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Inclusive Fashion Editorials — The rise in fashion editorials showcasing models wearing budget-friendly clothes makes high fashion more accessible and relatable for everyday consumers, leading to potential opportunities for brands to tap into a wider customer base.
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Redefining Luxury — Incorporating affordable clothing into high-end fashion editorials challenges traditional notions of luxury, presenting an opportunity for brands to disrupt the industry and cater to a new generation of fashion-conscious consumers.
Industry Implications
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Fashion Publishing — Fashion magazines can capitalize on the trend of upscale-affordable fashion by featuring more editorials that showcase budget-friendly clothing options.
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Fast Fashion — Fast fashion brands can benefit from the inclusive fashion editorials trend by positioning themselves as accessible alternatives to high-end luxury brands.
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Branded Collaborations — The redefinition of luxury in fashion editorials presents an opportunity for brands to collaborate with high-fashion publications, showcasing their affordable collections and expanding their reach to a wider audience.
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