It’s that glorious time of year again when we are welcomed with the latest glossy spring summer fashion campaigns. This season seems to be the term of the celebrity. Fewer models more fame. Well-known actresses, musicians and socialites are dominating the fashion world taking the spotlight away from fresh-faced models. Celebrity endorsement has always been an effective way of advertising in recent times. This winning formula that sells products and increase the brands image is due to the fact that when we as consumers buy into a brand, the first things that attract us might be those glamorous advertisements; we might buy the products because we love the celebrities in the campaigns and want to be like them to fulfill our social and self-actualization needs. There is no doubt that when brands determine how the campaign should look, they identify their target consumers and what their shopping behaviors are like in order to determine all the communication tools.
This season of SS14 luxury brands have really put this method in full force.
Pop princesses are making a statement. Twitter feeds and the blogosphere blew up when Versace revealed their Donatella look alike, Miss Lady Gaga, posing with super straight platinum blonde hair in a lilac figure hugging dress evoking the spirit and style of the well known designer. A- List Rihanna also smoulders in the new Balmain campaign as she sits casually modeling the brand’s decadent and colourful designs.
Lady Gaga for Versace SS14
Another interesting and highly debated campaign comes from Marc Jacobs and his use of the controversial pop singer Miley Cyrus. Cyrus sticks her tongue back into her mouth, puts her leotard and twerking teddy bears away as she sits elegantly wearing a navy military jacket and burgundy shorts. Photographer David Sims shot the campaign however it is rumored that well-known photographer Juergen Teller was asked to do it first but he refused when he found out that Cyrus would be the face of the brand.
Miley Cyrus for Marc Jacobs
Miu Miu have gone celeb mad including up and coming actresses Elle Fanning, Elizabeth Olsen and The 12 Years a Slave actress Lupita Nyong’o in their latest spring/ summer collections. As a consumer, we can see that Miu Miu is trying a new way to target a different segment of consumers by using a black celebrity, although there is no particular link between the film and Miu Miu as a brand itself, we might say that perhaps Miu Miu is trying to define itself as being an open-minded brand with heritage.
The 12 Years a Slave actress Lupita Nyong’o poses in her first ever fashion campaign.
The campaigns below feature Elle Fanning and Elizabeth Olsen. The advertisements send the messages clearly to the audience: personality, confidence and youth of the brand Miu Miu.
Elle Fanning for Mui Mui
Burberry and Uniqlo continue our theme by using various musicians and actors. Burberry sticks to the Brits by including British actor Jamie Campbell Bower and British musician Leo Dobson. Uniqlo have gone for the young and the talented with the beautiful Dakota Fanning (Elle’s older sister) and the 23-year-old singer Tom Odell, at the same time still maintaining the core essence of Uniqlo, which is simplicity and comfort.
Burberry SS14 Campaign.
Actress Dakota Fanning and British musician Tom Odell for Uniqlo
Alexa Chung for Longchamp SS14
Nicole Kidman for Jimmy Choo SS14
Further to this Alexa Chung fronts the new Longchamp advertisements whilst established actress Nicole Kidman poses provocatively in the new Jimmy Choo ad. Of course, superstar models such Cara D and Miss Moss haven’t let their thrones be denounced just yet but one cannot help but note the increase of celebrity culture and power this spring.
Are celebrities the new supermodels?
Written by Joanna Reid & Hsin-i Chi