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S/S 2011 runway as the location for Marc Jacobs' new ad campaign by Juergen Teller.
Models are Masha Kirsanova and Caroline Brasch Nielsen. |
As always, the advertising campaigns are a great way to promote a collection. But apparently, Marc Jacobs decided to save money and time on advertising for S/S 2011.
He chose to promote his clothes with pictures taken by photographer Juergen Teller during the brand's runway collection in New York. As a matter of fact, the pictures' background is the setting of Marc Jacobs' defilé of his S/S 2011 collection.
A well-organized campaign can revive the fortunes of a collection that it was not appreciated by the critics. The last Marc Jacobs' collection has not been greeted with a standing ovation. The American designer has brought us back to the 70's in a too self-referential way; he is convinced that the Seventies are the most desirable years for fashonistas. For this reason, we expected a powerful ad campaign treated in details; partly because Teller is a master of the camera and has always managed to make Jacobs' collection so attractive.
Publicity stunt to speak again of him? Maybe, considering that Mr. Jacobs loves when it comes to him (for better or for worse). The latest campaign for the male fragrance Bang makes clear that the designer is devoted to the worship of his person. Building on the fact that its brand is a winner, that its stores (which seem, in some ways, bazaar offering thousands of junk) are always overcrowded; Marc Jacobs has felt entitled to make a poor and not very attractive campaign, since the conviction to sell anyway.
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"Bang" ad campaign |
And he will continue to sell because behind his name, Marc Jacobs has built a status symbol, a vain and ephemeral world which today seems to be so fashionable...giving, however, another jab at the Fashion with the capital F.