Real people in trendy ad campaigns
Yesterday was published Original Kanye West Collection Lookbook for adidas Originals. Many drew attention to the frankness of the photos, but we were attracted by something else: the photographs show the texture of the skin and forms that you do not often see in fashion shoots, and the heroes of the lookbook clearly did not conform to the stereotypical concept of model standards. This is not just a bold gesture, but also confirmation of the audience's request for a real body image in fashion. We remembered 10 other fashionable campaigns with “ordinary” people, in which they demonstrate not only clothes, but also a variety of beauty of the human body and appearance in general.
Karen walker
Karen Walker trust to present their collections not only to professional models: their glasses were already trying on a spaniel named Toast, balloons and Linda Rodin (well, let it be that in the seventh ten it looks like a model). Last year, the brand decided to shoot in a campaign of Kenyan artisans who made Karen Walker glasses covers. The public rarely knows the behind-the-scenes heroes who quietly help make the world a better place, and this step of the company, it seems to us, can correct this situation.
Lanvin
Lanvin do not change their sense of humor and have repeatedly launched a campaign that is nice to watch (remember at least this video). The ad for the 2012 fall collection was attended not by models, but by more or less well-known "ordinary" people: Sudanese DJ Marie Malek, activist Rachel Trachtenberg, stylist Zipora Salamon and even faux queen (a woman acting as drag queen). In general, the brand supported the principle of diversity of beauty perfectly.
Tiffany & Co.
A recent jewelry brand advertisement blew up a social network: Tiffany & Co. they followed in the footsteps of J.Crew and Banana Republic and for the first time made a same-sex couple a hero. Of course, they do not look like average New Yorkers (even if they are), but have a model appearance, but the appearance in this case is not the main thing: one of the most recognizable brands dared to say out loud that homosexual relations are heterosexual, and this gives hope that sooner or later the degree of meaningless hatred in society will decrease.
American apparel
Adherents of the normal American Apparel are famous for inviting non-professional models even before it was fashionable, Jackie O'Shaughnessy was one of such. Three years ago, she became a new face of the brand, thus starting her model career at the age of 61. One of the employees of the AA noticed her when Jackie came down to smoke before bed: she was subdued by the stature and long gray hair of a woman sitting on the steps of the entrance. Despite all the ill fame of the former CEO, such stories make the brand and its advertising campaigns an honor. About who she is and how it has changed her life, you can learn directly from the mouth of O'Shaughnessy.
Bernhard willhelm
The Belgian designer and artist became famous largely due to the fact that he threw all the rules adopted in the fashion world into the window. No wonder that for the lookbook of his summer collection in 2014, he called for older people to be removed. For all participants, the farce of what is happening is obvious: middle-aged heroes are already drawing their stomach in and trying to imitate the postures of modern models, while not ceasing to be themselves for a second. Is this not the best way to advertise your clothes - to show how a person of any age can have fun and feel great about her? A collection inspired by moving to sunny Los Angeles can be viewed here.
Diesel
Diesel changed their minds to play by the rules when they were joined by Nikola Formicetti, at least known for inventing costumes for Lady Gaga. To restart the brand image, social networks played an enormous role - the postage hashtag #DieselReboot flaunts the posters. Formichetti decided to find a variety of real people who would reflect the diversity of the world, thus breaking the habitual use of one standard of appearance in advertising clothes. Some of the campaign models are creative people, just starting their careers, who rallied the brand and gave them a platform for their projects. Those professional models that took part in the shooting are famous for their charisma - for example, the Japanese-Korean model Kiko Mizuhara or the former Olympic swimmer Casey Legler.
TK Maxx
TK Maxx, which says nothing to Russian consumers, is in fact the European division of a large American network of department stores. The retailer works in the UK, Ireland, Germany and Poland, and in its stores you can buy clothes, shoes, cosmetics and furniture of well-known brands at a discount of up to 60%. Last fall, TK Maxx released an advertising campaign in which 10 models from different countries took the place of the models. So, on posters and in commercials one could see an ordinary builder from London, a 39-year-old nurse from Ireland or a 55-year-old German woman working as a graphic designer. All participants were given the task of expressing their individual style with the help of things from TK Maxx stores, and sent them to Barcelona for a week. By the way the autumn-winter campaign "Me. By Me." became the second retailer project with the participation of real people.
Marc by marc jacobs
With the arrival in Marc by Marc Jacobs of new creative directors - Katie Hillier and Luela Bartley - the brand has significantly cheered up. Since then, they have twice chosen individuals for advertising companies among users of social networks. So, last spring, 70,000 people posted their photos on instagram or twitter with the hashtag #CastMeMarc, but only 9 of them ended up in a commercial for Marc by Marc Jacobs. In September 2014, the brand repeated the project, and in January showed 11 new faces of the 2015 spring-summer campaign. According to tradition, all of them were shot by British fashion photographer David Sims, and the founder of LOVE magazine, Katie Grand, stylized the shooting.
Nordstrom
One of the largest and oldest retailers in the USA, Nordstrom has been shooting people with disabilities in its advertising campaigns since 1997. Traditionally such heroes appear in the Nordstrom July catalog. So, in last year's retailer campaign, Gillian Mercado, suffering from muscular dystrophy and having already become a Diesel star, took part. Along with her, a veteran of the US armed forces Alex Minsky, who lost her leg while serving in Afghanistan, was born without the lower part of her right hand, Shaholli Ayers, and 7-year-old Emilia Taguchi, took off for Nordstrom ad.
ModCloth
Online retailer ModCloth has long advocated a variety of beauty. The company is doing everything so that in its stores girls of any size and body build can choose their outfit. In addition, ModCloth publicly abandoned substantial photo retouching and tagged images, which for some reason have been heavily processed. The next step of the retailer was the shooting of the spring collection of swimsuits in 2015: in her the employee of the company showed by personal example that you should not be ashamed of your body, whether you are plus-size, in a position that is tall or thin. Female employees of ModCloth — from managers and copywriters to the company's founder — took pictures of their swimsuits and left encouraging comments on the photos. The CEO of the company emphasized: "I would like to convey my photo to women with one important idea: we are all owners of different bodies. And this is wonderful, no need to be ashamed of it."