The River Island Spring 2014 ad campaign is full of blue skies and sunshine, which complement the vibrant summery fashion being showcased throughout. Although shot at the beach, the images are abstract enough to give the campaign an urban feel as well, which also suit the graphic shirts and bold colors that are made for youthful city dwellers.
Shot by photographer Angelo Pennetta with art direction by Studio Blvd, the River Island Spring 2014 ad campaign stars models Sara Sampaio and Cora Keegan alongside male models Ronald Epps and Josh Beech. The United Kingdom-based retailer enlisted the four to feature a short shorts and fun tops for the spring and summer seasons. The looks were put together by stylist Beth Fenton. The looks are appropriately casual.
What Makes This Trend Stand Out
- Summery Urban Fashion
- Disruptive innovation opportunity: Designing fashion that combines the vibrancy of summery styles with the urban appeal of graphic shirts and bold colors, targeting youthful city dwellers.
- Youthful City Dwellers
- Disruptive innovation opportunity: Creating fashion campaigns that cater to the casual and fun style preferences of young urban residents, featuring short shorts and trendy tops for spring and summer seasons.
- Abstract Urban Photography
- Disruptive innovation opportunity: Exploring artistic and abstract approaches in fashion photography to create campaigns that have both an urban feel and a visually appealing aesthetic.
Sectors Adopting This
- Fashion Retail
- Disruptive innovation opportunity: Bringing together summery and urban styles to create unique clothing lines targeted towards fashionable city dwellers.
- Fashion Photography
- Disruptive innovation opportunity: Experimenting with abstract and artistic techniques in fashion photography to create captivating campaigns that resonate with urban consumers.
- Youth Fashion
- Disruptive innovation opportunity: Designing trendy and casual fashion for the spring and summer seasons that appeals to the fashion preferences of young city dwellers.
