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Fashion Advertising is Out of Ideas
By: Digiday
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Fashion ads tend to be idealess. Labels are selling an image, not the clothing. Image advertising can still be conceptual, but most fashion ads and campaigns are created by fashion photographers. And most fashion photographers don’t have a clue what an ad “concept” is. To them, a concept is different weird poses, or different weird models, or different weird props, or different weird settings. These are “executions,” not ideas.

Still, there have been a few good fashion campaigns in the last 25 to 30 years. Benetton’s in-your-face social issues ads from the 1990s by Oliviero Toscani were like nothing ever seen in the category. You’d eagerly look forward to the next ad — something every smart brand and ad agency used to aim for.

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This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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