Has fashion marketing become boring?

What does the trend for paparazzi-style ads for celebrity-obsessed audiences say about the ‘big idea’?

Published by: The Drum
Date: 31/01/2024

Fashion marketing has long been a playground for the avant-garde, but increasingly, a sense of monotony has settled in, leaving creativity to take a backseat to the comfort of the familiar. Luxury brand campaigns are now more likely to look like paparazzi shots straight from the pages of a gossip site or glossy magazine​, such as Bottega Veneta and Gucci's TMZ-style images featuring famous faces A$AP Rocky, Kendall Jenner and Bad Bunny going about their day-to-day lives.

Of course, high-profile people in campaigns is hardly new, but does this intersection of celebrity and the commonplace diminish the imagination of luxury fashion? Or is it a stroke of genius to resonate with younger audiences?

“Paparazzi fashion campaigns are not new. They have been used by fashion labels for some time to capture the attention of a celebrity-obsessed culture. Fashion communication is made of trends too,” says Johanna Worth, global head of luxury at Amplify.

“If celebrity endorsement were not efficient, brands would not invest in it. However, the audience’s interest in the campaign will depend on the authenticity of the execution and choice of endorsement. The talent must be wisely chosen and resonate with the audience. The first question to ask is: who is the campaign speaking to?”

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