When the Kendall Jenner Vogue Spain video surfaced, some took offence to the model's lack of correct form, with social media erupting with indignity. One high profile example of this that was particularly brutal came from Abby Lee Miller, the 'Dance Moms' instructor who's known for her over-the-top attitude.
Despite how technically wrong her movements might be, the Kendall Jenner Vogue Spain video was made to exude a sense of playfulness. This is made clear when the model speaks of how fast she grew up and how she now loves "being a kid" and enjoys to "run around like a child and just not care." While some might argue that the company could have featured a model with ballet experience in its promotion, the carefree vibe of it reflects that this doesn't really matter.
Key Themes Behind This Trend
- Authenticity in Advertising
- Using models and spokespeople who are relatable and genuine rather than highly trained experts can create a more approachable brand image and appeal to younger audiences.
- Social Media Backlash Management
- Brands must be prepared to address negative feedback on social media and defend their creative choices to maintain brand loyalty and protect their reputation.
- Inclusive Marketing
- Brands can create a more diverse and inclusive message by featuring people of various backgrounds and abilities in their advertising, rather than relying on traditional beauty standards and expert-level talent.
Where This Applies
- Fashion
- Fashion brands can embrace authenticity and inclusivity by featuring real people in their promotions rather than relying solely on professional models.
- Marketing and Advertising
- Agencies can help clients navigate social media backlash by crafting effective responses that address concerns while staying true to the campaign's messaging.
- Dance and Fitness
- Fitness brands can adopt a more welcoming and approachable image by showing people of all abilities and levels of experience participating in physical activities, rather than only showcasing elite athletes or trained dancers.
