“I don’t design clothes. I design dreams”, with words as refined as his collections Ralph Lauren exemplifies all that fashion is today. Brands gain their authoritarian status, selling an image, not of fabric but of a lifestyle. It explains how our ears prick when we hear their names. Moschino, Prada, they resonate power, whether it be a garment or a scent. We want to snatch it, adorn ourselves in it, believing that all we seen in the advert will be seen by others in us.
Moschino Autumn/Winter 2012 Perfume Advert
The ever so Italian brand Moschino has truly out shone itself, it is all I envision the brand as & more. In my eyes, (which are still dazzling with glamour) it is one of the most engaging advertising campaigns of the A/W 2012 season. Which I predict will preclude the successful launch of their new fragrance “Moschino Pink Bouquet” A/W 2012.
The advert tells the story of a young girl played by the model Kendra Spears, reminiscing about her date, with the traditional, dark haired handsome man. From the start we see a blurred Vespa headlamp, at first glance mistaken for a moon, the quintessence of dreamy amorousness.
It epitomises all that is Italian Romance. The use of renaissance architecture & the Venetian inspired interior décor of the room act as a sophisticated canvas on which to splash their fuchsia baby-doll dress (from their A/W 2012 runway) the colour injects youth whilst the ruffles are feminine & flirtatious.
After much seductive rolling in silk sheets she awakes to a beautiful bouquet brought in by her maid, again reinforcing the idea of extravagance & luxury. I particularly love the association of scent & memory. It is an intelligent concept. The advert closes with our model wistfully inhaling the bouquet, which transforms into the perfume & finally she embraces the bottle as though it were him.
The advert embodies decadence, romance, and every little girl’s fantasy & effectively packages this vision into a product that the consumer can buy into.
Prada Autumn/Winter 2012 Collection Campaign Advert
This advert for Prada is what I would use as an example of a bad advertising, it left me feeling confused and questioning the concept behind this advert by Steven Miesel.
I could see the relationship connection for the background design of the set because it was clearly using the print of geometric mosaics from Prada’s latest collection as key inspiration. But what I really didn’t understand was, what the chess game symbolized (if it was chess because there was no checked pattern on the board) were they chess pieces or shot glasses? It felt very calculated, if the game was supposed to represent logic, it wasn’t a very logical approach to fashion advertising.
With a model falling down or changing position with every move, I was left bemused as to what this was supposed to tell me about the brand.
As for the music it gave a chilling effect as though I were trapped between parallel universes, desperately I was wishing it would strike one more time & be over.
What the advert did do well was display the garments, unfortunately this is a task already assigned to the catwalk. Without the movement of the models the garments felt lifeless almost dead, it was like flicking through a dull catalogue. The purpose of advertising is to reaffirm the brands image & desirability. Sell me a story, a vision, something to aspire to, however they did not. If Prada set out to alienate the consumer from the collection, then target achieved. It resulted in me feeling cold, despondent & entirely detached from the brand
To conclude, Moschino wowed me with a beautiful mirage, comparatively all Parda did was leave me with a bizarre migraine.
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