May 24, 2018 | By Cassandra Gagnon
Big data meets consumer insights. Experience WGSN.
Aug 07, 2015
As it’s August, a flurry of luxury ad campaigns have started to ping into fashion editors’ inboxes. And this season it seems like every designer – from Miuccia Prada to Alessandro Michele at Gucci – has gone Woodstock, Ziggy Stardust mad.
Not that we’re complaining. This look photographed well the first time round (check out your parents’ old albums – the Seventies had some kind of unexplained, dreamy organic Instagram filter) and still does now.
The latest brand to go down this road is Zara with its TRF ads for Autumn/Winter 15. The campaign gives a peak into the life of a wholesome and quirky British girl about town brought to life by models Angel Rutledge, Dani Witt, Jing Wen, Lottie Hayes and Willow Hand.
Matteo Montanari shot the images set on the streets of London as well as some close up school portrait-style images dotted throughout with the text “say your name” layered over the top. An arty stop motion behind-the-scenes video also accompanies the campaign.
Zara’s other brands have also used a Seventies theme to complement the collections. Zara’s more mature women’s mainline was shot in a white room filled with wildlife and the orange light of a setting sun. The men’s campaign uses an autumnal sepia toned palette of studio backgrounds to complement the rich colours of the collection’s velvet dinner jackets and suede coats complete with apples as props.
Zara Men and Women’s mainline campaigns
CAMPAIGNS, EXPLAINED: The looks, the themes, how they’re created and why. Our team of market intelligence experts analyse every detail, every season. Sound good? Join WGSN.
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