The Stella McCartney and Chloé Spring/Summer 2011 ad campaigns have been receiving rave reviews from tFS forum members. Plus, tFS weighs in on whether celebs need to be booted from fashion ad campaigns.
Stella McCartney’s Fresh Campaign for Spring/Summer 2011
While a few tFS forum members thought that the concept for the recently revealed Stella McCartney S/S 2011 ad campaign was a bit weird, a lot of posters had a positive response. “I love these!” exclaimed Rosa Cr. They’re so different from everything else, and in a good way. I think they’re refreshing.”
Shot by photography team Mert Alas and Marcus Piggott (Mert and Marcus), the campaign features Joan Smalls and Malgosia Bela in mirror images of themselves. In one image, Bela wears a tunic dress with a citrus print while on the opposite page, her naked body is covered with strategically placed cut-outs of the citrus pattern that adorns the dress. Images of Smalls follow the same concept – on the right page she wears a tailored pantsuit and on the left page, a collage of the suit’s lapels placed on her body like a swimsuit. Cologne_rocks lauded the campaign’s “interesting play of colors. It’s really fresh and sassy and feels like an actual summer campaign.” Windlagoon agrees: “I love this! It’s very fresh and minimal, and the girls look amazing. M&M and their magic touch again… I’m falling in love over the citrus fruits print.” Look out for these ads in the March issues of Vogue, W, and Harper’s Bazaar.
Chloé’s Spring/Summer 2011 Ads Have Us Smiling
The Chloé Spring/Summer 2011 ad campaign helps bring a lighthearted spirit back to fashion. Featuring Iselin Steiro and Malgosia Bela photographed by David Sims, the models steal the show – the expressions on their faces are what make this campaign memorable. Models have been aspiring to look edgy for so long that it felt as though they’d forgotten how to smile; this Chloé campaign shows that models can in fact smile, and that their smiles are infectious. “The more I see this campaign the more I get to love it,” gushes Kanna. “David Sims’ photography works quite well here. Both models look just divine.”
Are Celebrities in Ad Campaigns Bad for Business?
TREVOFASHIONISTO brought in an article last week that got tFS members wondering whether celebrity ad campaigns are a waste of money. The article showed that in many cases in the past year, brands that featured celebs in TV ads suffered business losses. tFS member reactions seemed to affirm that the market was over-saturated with celebrities. A poll in the thread showed that the majority of us have had enough and are ready for companies to bring back the models. “If anything, celebrity endorsements make me not want to buy the product,” says Whats Ur Name.
tFS members suggested that fashion brands could save on the price tag of a big celebrity ad campaign and more covertly develop relationships with celebrities who will wear their wares on the red carpet or in their everyday lives. As mikeijames reminds us: “When celebrities actually use and wear a product in their real lives, it does have an impact. All of these ‘red carpet’ and ‘street style’ blogs testify to that fact. If a bag gets carried by the right celebrity, it sells.” In an ad campaign, the endorsement just isn’t as believable. “You know that Sarah Jessica Parker doesn’t dye her hair with Garnier,” says blueorchid. “With a model those advertisements are somehow easier to believe. Not that they use [the brand] everyday but that what they are wearing in the ad is just an example of the products.”