'to convince people all over the world that they did not just want this product, they needed it.'
'The most expensive real estate is the corner of somebody's mind' (Hegarty, 2009)
Fashion advertising is used to communicate an idea or concept to a desired target audience, and are the most powerful reflection, other than perhaps - the fashion show - of a fashion house or brand.
Calvin Klein communicates their minimalist style and tailored masculinity beautifully here. The model pictured, Lara Stone, reflects the stark beauty that represents the fashion house. Calvin Klein seems to have adopted a particular signature style of advertising, using mostly black and white photography and minimalist approach, reflecting as a modern, chic brand to any consuming audience.
'Aspirational advertising' is used at the forefront of communicating and promoting a fashion brand. The use of beautiful models and 'perfect', idealised photography campaigns, the audience desires to aspire to the lifestyle of beauty and glamour. Dolce and Gabbana, in my opinion, has mastered the art of powerful aspirational advertising.
Dolce and Gabbana's main emphasis in their advertising campaigns is glamour. The communication of this is wonderful, particularly in the fragrance advertisements using Scarlet Johannson where we see the use of idea of iconic, international glamour and femininity. I find it interesting that more often than not, Dolce and Gabbanna use the idea of the narrative within their advertisements, giving depth and further interest to the already over populated fashion advertisements. This is what I believe sets them apart from others, making their campaigns more memorable in the public eye, perfectly communicating the Dolce and Gabbana brand.
The use of comunication in fashion has altered and changed dramatically with new technology and the constant desire for an artisan approach to promotion and advertisement. More and more fashion labels are takin into consideration the experience of the consumer in communicating their brand and image. For examplem the Prada flagship store in New York is designed to give the customer a totally different experience. Designed much like an art gallery in the way clothing and products are displayed, with installations and interactive experiences.
The way we communicate is forever changing. As consumer's, the way we experience fashion will continue to develop combining art, media platforms and technology. I found this interesting video showing just one of the technological advances being explored in how we communicate in the fashion industry.