HAUTE AT HOME
Fashion prevails amidst the pandemic thanks to at-home photoshoots
Despite weathering serious disruption due to the pandemic, those in the fashion industry are looking to the future (where we hopefully won’t all be wearing sweatpants 24/7). From fast fashion brands to luxury labels, the industry is getting innovative when it comes to advertising new collections and offerings. The following “at-home” campaigns are a clear trend within the fashion industry, but could grow in popularity across other industries, such as home goods and electronics.
Cool-girl brand Jacquemus advertised its Spring 2020 collection via FaceTime images in a campaign called “Jacquemus at Home.” Photographer Pierre-Ange Carlotti shot the images, featuring It-girls like Bella Hadid and Barbie Ferreira, with designer Simon Porte Jacquemus creative-directing alongside (the shoot was conducted sans stylists and hair and makeup artists). From huge hats to crisp, clean suits, the brand’s luxurious yet leisurely clothes proved appealing even amidst the ongoing pandemic. Readers might know Simone Porte Jacquemus, a celebrity and influencer favorite, for his eponymous brand’s famous micro-bag, the Le Petit Chequito, which achieved cult item status last summer.
British luxury brand Burberry is tapping into Instagram influencers and celebrities, such as Sami Miro and Kendall Jenner, to show off Chief Creative Officer Riccardo Tisci's new collection. Whether wearing pieces from the new TB Summer Monogram launch or posing with Burberry’s new Lola Bag, these models worked the attire to inspire. These raw images, some of which were shot on computer webcams, are "bringing a grounding and a physicality to the campaign,” says the brand. Bring on the Burberry.
Zara is bringing its fast fashion in-home. The brand sent clothing and accessories to models so they could capture campaign images themselves. Some of the photographs were quite intimate and inventive, giving a peek into a model’s personality and their home interiors. The resulting images were all very unique, compared to more heavily-directed or highly-stylized shoots. While this campaign was chic and cleverly produced, young consumers had a blast giving their take on many of the interesting poses.