Die Antwoord, the eccentric South African rap-rave group that's known for their obscure music and styles, were at the focus of the Spring/Summer Alexander Wang campaign for 2017.
The two were pictured alone together, as well as with a number of other models, making for a series of candid images that look as though they were captured at an exclusive party. With muted lighting and casual poses, the shots also have a strong vintage vibe, which is aided by the time stamps that mark the sides of each image.
With Die Antwoord and the other models sporting the luxurious apparel in a somewhat careless fashion, the Spring/Summer Alexander Wang collection is made to appeal to a youthful demographic of consumers who appreciate a certain edginess in their apparel.
Key Themes Behind This Trend
- Rap-rave Style Campaigns
- Fashion brands feature eccentric artists in promotional campaigns to appeal to a young demographic.
- Vintage Vibes in Fashion Campaigns
- Fashion brands capture a candid, vintage aesthetic in promotional campaigns.
- Carefree Attire Advertising
- Fashion campaigns feature models wearing luxury garments in a careless, casual style.
Where This Applies
- Fashion
- Fashion brands appeal to a young demographic by capturing a candid, vintage aesthetic in promotional campaigns.
- Music
- Eccentric artists are increasingly being featured in fashion campaigns in an effort to merge fashion and music.
- Advertising and Marketing
- Fashion campaigns are appealing to young consumers by featuring carefree, casual styles and candid vintage aesthetic.
