Neiman Marcus has been through a lot including significant team restructuring, refinancing, acquisitions and high-level design partnerships following its emergence from bankruptcy over one year ago. Its new campaign hopes to show the company’s growth and transformation, re-introducing itself to customers in a fresh new light. The new campaign to debut this fall is broad with both still photography and video, all communicating dramatic visual stories around the juxtaposition of customers’ re-emergence to work, life and nature. Digital campaign stories will be shared throughout the season on social media platforms and the retailer’s homepage, in addition to the brand’s own publication, The Book, which will feature a range of exclusive interviews with established brands, designers and creatives. New, exclusive brands are the leading force of the campaign with the retailer hoping to reach existing and new customers with new style perspectives in a dramatically changing world. Like so many things, time will tell. Curious to see if one of the old guards of luxury retail can stake a claim in the new world of fashion. We’ll be watching…
Category: Fashion
Office party, 90s Gucci style
With challenges, come progress + victory
After launching full-coverage swimsuits and hijabs to help make swimming more inclusive, Nike has just debuted a new Victory Swim ad that is another inspiring piece of advertising. The ad by longtime agency Wieden + Kennedy begins with a mom teaching her young daughter how to swim. It then cuts to women diving into pools, strapping into scuba gear, surfing the waves, and rowing along the water, showing all the places you can go and things you can experience when you learn to take that first plunge. As the daughter swims away on her own, her mom declares, “Don’t stop now!” Beautifully shot and scripted in signature Nike style. Empowering is a great thing these days. Girl power!
Telling a good brand story is worth its weight in Gucci gold
Another brand “Story”, the latest Gucci Tailoring campaign was directed by Harmony Korine. Three artists with distinctive style, outfitted in full Gucci regalia are featured in a swanky West Coast home with their pets, A$AP Rocky, Tyler, The Creator, and Iggy Pop, with his parrot Biggy Pop and a blue hyacinth macaw. Video features “Supernature” by Cerrone. “A certain type of fun is also portrayed and the idea of how one’s obsession with appearances can create a kind of common ground that can become a sort of brotherhood. It was beautiful to see these three men together, seemingly different but very similar” said Gucci Creative Director, Alessandro Michele. Keeping things eclectic and engaging is definitely the name of the game for the global luxury brand.
Live stream moves into main stream fashion marketing
Shot during a twelve-hour live stream in July 2020, Gucci creative director Alessandro Michele revealed what lies behind the making of a (well-financed) fashion ad. Throughout the course of one day, the campaign features the Gucci design team as models wearing pieces from the Epilogue collection. Two Roman locations, Palazzo Sacchetti and graffiti-covered Campo Boario are add to the eclectic, colorful vintage inspired extravaganza. Shot by Alec Soth and filmed by directors Damiano and Fabio D’Innocenzo. Gucci continues to lead the top tier of fashion brands in creative and innovative use of social media channels. Their growth since Michele took over creative duties is definitive proof of a successful luxury brand today. Bellissimo!
Who doesn’t enjoy a good sneaker story?
The Story of Air Max: 90 to 2090. You’ll need some time for this one, but this film is a must for sneakerheads, fashionistas, branding aficionados, pop culture babies, Nike fans and the rest of us. Another amazingly-produced Nike story of its primary shoe brands and how it has become part of cultures around the world. Well-produced film and downright fascinating to watch. Take a break from the crazy world, kick back and enjoy…
Of course, a horse
Gucci hits LA with a pack of horses (and models) for its Spring 2020 advertising campaign. Creative director, Alessandro Michele along with art director Christopher Simmonds and director Yorgos Lanthimos bring Michele’s unexpected story to life. On the plane, catching up over a meal, taking a ride through traffic, just chilling out—it all is part of everyday surreal (Gucci) life. The brand marches on with joyous and unprecedented momentum. And a big heartfelt bravissimo for the investment in such arresting images and video.
It’s showtime
Shot and directed by Glen Luchford, the Gucci Showtime advertising campaign takes inspiration from classic Hollywood films and musicals of the 40s & 50s. Gucci extravagantly celebrates the vivid color, glamour and joyfulness of of the Golden Age of Hollywood. Production values are out of this world, not to mention the unique work of Alessandro Michele. Bravissimo, Gucci…
Showtime by Gucci
A new Gucci advertising campaign via Glen Luchford, salutes the beginnings of celebrity culture and the golden age of Hollywood musicals with a spotlight on the joyful and playful spirit of the era. The Spring/Summer 2019 collection by Alessandro Michele is showcased here, with characters impersonating stars from the 40s and 50s. Captured in grand theatres or on movie sets, the images mimic some of the greatest movies of all times including ‘There’s No Business Like Show Business’, ‘Singin’ in the Rain,’ ‘Gentlemen Prefer Blondes,’ ‘Cover Girl’ and ‘An American in Paris.’ The brand continues its lauded successful march forward. All with a joyous vintage wink.
Pop of Lachapelle
Kenzo Spring/Summer 2019 advertising campaign featuring Carol Lim and Wendy Leon. Photography by David LaChapelle.
