Barbie’s new flat-wearing Fashionistas line is Mattel’s way of showing a commitment to diversity and empowering little girls. But with Barbie’s new look comes a new branding strategy, which is expected to go beyond the run-of-the-mill commercials we remember as kids.
To match Barbie’s new attitude, Mattel is looking to reach little girls through spots that read more like music videos, like the new “Who Is Barbie?” stop-motion short that shows off the ethnic diversity and the doll’s new, edgier image. It is also adding an aspect of digital involvement to its advertising. Mattel is tapping YouTube influencers to talk about Barbie to their fans and has been keen on keeping up the @Barbiestyle Instagram page, showing the doll in various fashionable outfits on trips to the museum, on the CFDA red carpet, taking road trips and more.
Check out Barbie’s cool new attitude in the video above.
The video appears to be set in a hotel full of Moschino-clad club kids. Madonna runs through the hotel’s crowded halls coming upon shirtless men, colorfully-clad scenesters half her age and a smattering of celebrities, including Chris Rock, Alexander Wang, Rita Ora and more. Other celebrity appearances appear to have been pre-recorded separate from the video – like Beyoncé, Kanye West, Katy Perry and Miley Cyrus’ short cameos. Nicki Minaj, who appears on the track, resurrects her pink wig of yore in the video. Also: there are sock puppets.
Madonna is certainly a legend, but we can’t help but see this display as a bit of an attempt to show that she’s still hip and with it at 56. We get it. Madge wants to fight ageism and show that you can be down at any age. Still, we couldn’t help but get a certain vibe from the video, that of your newly-divorced auntie forcing you to take her for a night out on the town because she just signed those papers and she is ready to embrace her life as a middle-aged single lady – Beyoncé style. Of course, you can be cool no matter how old you are but whether you’re 16 or 56, trying to be cool is never what’s hot in the streets.
Check out some screenshots from the video below. (more…)
Alessandro Michele made his impact at Gucci fairly quickly, implementing his aesthetic and vision for the Italian fashion house within weeks of his debut. His direction continues to become even more apparent with the release of the brand’s Fall 2015 advertising campaign. Michele enlisted the photographic expertise of Glen Luchford for Gucci’s Pre-Fall ads and the collaboration carries on into the mainline campaign with rave reviews.
Forum members descended on the thread the moment the images struck. “This is how to reboot a brand. The direction leaves me unsettled but in a good way. Gucci store here I come,” announced an elated Aedlacir.
“What a pleasant surprise! I really like the direction where the brand is going. Alessandro is doing a great job on staying away from the cliché sexy Gucci that the brand has been known for for years. I wasn’t a fan at first, but this is definitely a step in the right direction. Probably my favorite Gucci ad in years,” Style Savvy added.
Also feeling it was Nepenthes: “This looks great. Makes me believe the new direction of the brand.”
Nomar wasn’t afraid to shout from the rooftops. “WOW! I am super impressed. I had my doubts about the new Gucci direction but that’s quickly changed and these photos are absolutely gorgeous. I love the story vibe behind them. Simply wonderful,” he raved.
“GORGEOUS! So happy to see Glen Luchford as the new Gucci photographer. He and Michele are rebuilding the brand and image from the ground up. Big cheers on the new direction and creative team. Bravo bravo!” hailed zoom.
“This is splendid! It’s about the clothes, the overall mood and I love it. I have no idea who the models are and I really don’t mind,” said TheoG.
Be sure to check out Gucci’s full campaign inside the thread here.
Model, actress, mum and brand ambassador Megan Gale can now add homewares designer to her impressive resume. The 39-year-old announced her new venture on Instagram this morning.
The mother-of-one has been working on her homewares label, MG Australia, for the past 18 months, but has dreamed of the design project for a while now. “I’ve wanted to create a Collection like this for some time and I’m super proud of the end result,” she explained on Instagram.
Megan believes the quality is “exceptional” and “luxurious” while also being “reasonably priced”, which make sense as it will be stocked exclusively at Target come September.
Her Madge-sty announced she is “werking” on a new music video, suitably called “Bitch, I’m Madonna”, on Instagram last night, showing up Tay with a cameo lineup including Rita Ora, Miley Cyrus, Beyoncé, and, you guessed it, Katy.
Mimicking Tay’s Kendrick Lamar “Bad Blood” remix, Madonna’s new tune will feature Nicki Minaj. On her Instagram announcement Madonna wrote, “Video coming soon! Just tryin to make it perfect for all of you.” She continued, “We are hard werking bitches! #bitchimmadonna.” (more…)