Whimsical Wanderer
During a seminar for my course 'Fashion Communication and Promotion' we discussed the identities that were shared between two significant brands. However, these brands both represented different market levels, although they primarily had the same attitudes and narratives.
Here are two advertisements from Chloé, the designer luxury brand, and Jigsaw, a high street or arguably, middle market brand. Both images denote visions of femininity, natural beauty Barbie doll features and use a backdrop of greenery and the forest, to depict an image of nature and the environment. However, in terms of the connoted messages, both images communicate innocence and purity that are represented through the physical features of the models such as their pretty porcelain skin, lack of heavy makeup and luscious long fair hair. This innocence is also captured through the chosen pastel pink colour palette depicting a textured minimalism that covers the visible lace garments from the brands collections. These physical features further depict an image of a whimsical princess in the woods or living in a fairy tale or to me, a similar narrative to a pre 2012 Taylor Swift music video as she sings her hit song 'Love Story' on a stately home balcony. However, that is just my own random interpretation. Then if we look at the attitude between both adverts, they both come across quite serious and the Chloé campaign especially portrays the girls as helpless and vulnerable to the things around them.
On the other hand, there are slight differences if you compare Chloé's advert to Jigsaw's. If you look further in depth at each image, the Chloé advert and Jigsaw image have possible contrasting meanings although they share a similar narrative. In the Chloé campaign, the models appear unsettled and lost. Although both sets of models are looking at something beyond the lens, the Jigsaw model appears a lot calmer, confident and comfortable in the shot as if she was anticipating the arrival of someone. Whereas the Chloé models are possibly running away from something communicating a vision of fear, causing the viewer to question what they are trying to get away from. A visual contrast of fear vs. confidence commences between the two photo shoots. Furthermore, studying the fashion garments within each advert, the silhouette of the garment in Chloé advert is targeted at a more sophisticated style conscious market that are aware of current trends, whereas the Jigsaw garment appears to be a youthful, old school A line inspired dress.
Adding on, Chloé and Jigsaw aren't the only ones who decided to take on this 'nature meets beauty' narrative. Chanel has also taken on this story with their Cruise 2016 advert campaign. However, in contrast to the previous campaigns I have discussed, Chanel have differentiated their advert by displaying garments from their 2016 collection that are made up of multi coloured geometric prints resembling paint brush strokes and complimented the look with heavy wild eye makeup and fuchsia lips, contrasting against the earthy pigment green leaves. All three campaigns denote a Barbie like image however, out of them all, Chanel's photos fits the likeness most.
Another high street brand that has relations and identifiable similarities with a high end retailer is Zara, who have possibly taken inspiration from Céline.
Zara vs. Céline
Céline Autumn/Winter 2011 Campaign by Juergen Teller
Zara Spring 2014 campaign
Other Similar advertisement campaigns
Alberta Ferreti vs. H&M/Balmain
Both Alberta Ferreti and Balmian for H&M have used the location of a subway for the campaigns. It can also be seen that the use of deep rich colours within the garments is extremely significant, as it contrasts against the muted cold coloured backgrounds in both advert campaigns.
Alberta Feretti Fall 2008 Campaign
Balmain for H&M Fall 2015
High End vs. High End
Even though they are both major high end brands, it is visible to see that Tommy Hilfiger and Dolce and Gabbana are using the same brand narrative surrounding 'family' to sell their 2015 collections through advert campaigns. Take a look below at the similar composition and use of young and older generations within a family in the photos for both campaigns.
Tommy Hilfiger vs Dolce and Gabbana
Tommy Hilfiger Spring 2015 advert campaign
Dolce and Gabbana Fall 2015 advert campaign
Dior and Mulberry can even be seen to have similarities in their high end advert campaigns surrounding the location of a woodland/forest and the use of orange coloured garments. The use of the orange hue is intensified due to it's visual contrast with the natural background.
Dior vs. Mulberry
Mulberry Fall 2012
Dior AW 2013
If that wasn't enough even Dior's AW 2013 Secret Garden theme can also be seen to have similarities to Dolce and Gabbana's Fall Winter 2014 fairy-tale themed campaign with an enchanted forest location.
Dior vs Dolce and Gabbana
Dior AW 2013
Dolce and Gabbana Fall 2014
Even Balengiaca and Balmain's 2015 advert campaigns appear extremely similar in terms of the positioning of the models. Balengiaca's models even appear to have similar characteristics and to be wearing identical patterned garments similarly to Balmain's advert, which includes reality TV star sisters, Kendall and Kylie Jenner who are also wearing the same style of dress, the same hairstyle and have colour scheme within their outfits.
Balengiaca vs. Balmain
Balengiaca Fall/Winter 2015 Campaign
Balmain Fall 2015 Campaign
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