Fashion And Style
Fashion & Beauty / In Pictures
The New Wave of Fashion Advertising
— June 17, 2015 —
We examine fashion's new lifestyle approach to advertising through the lens of Jamie Hawkesworth's India campaign for Trademark
Trademark S/S15
Trademark S/S15Photography by Jamie Hawkesworth
TextOlivia Singer
Fashion advertising is an arena that, over the past few years, has evolved into an artistic entity of its own. As brands seek to consolidate and communicate a message that extends beyond the clothes they are putting onto the rails, those at the top of their game have eschewed traditional handbag shots and replaced them with montages that speak to a broader picture of lifestyle luxury – and Jamie Hawkesworth is often the man responsible.
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
8 images
In a market saturated with disposable imagery, it seems as though sustained success is coming from advertising with aesthetic longevity. Earlier this week in The Washington Post, Sarah Halzack noted that, in spite of an ever-expanding post-recession luxury market, flashy, logo-heavy glamour is no longer in Vogue – a trend that is seeing profits fall for megabrands like Prada, Gucci and Louis Vuitton while those of their smaller counterparts (like Loewe and Miu Miu, also featuring Hawkesworth-shot campaigns) rise. "These are [brands] that really control the supply, and therefore they manipulate the market and the desire for their products,” explains luxury marketer Thomai Serdari – and, with the release of Gucci's new campaign video and imagery this week, which has Glen Luchford documenting a softly intimate, Wes Anderson-style shoot and short film, it is clear that the big brands are paying attention.
Trademark S/S15
Trademark S/S15Photography by Jamie Hawkesworth
One of the labels that is tapping into this idea of editorial-style lifestyle messaging is new American brand Trademark, whose S/S15 campaign was shot by Jamie Hawkesworth on a trip to India. "We were always fans of Jamie's early work, particularly his series taken at a bus station in Preston," explained founders Pookie and Louise Burch. "The images felt like documentary photography which was something we were both drawn to. We wanted to shoot the images for Trademark in the same vein so it felt natural."
John Allen x Loewe
John Allen x LoewePhotography by Jamie Hawkesworth
Sending Hawkesworth off with a suitcase of clothing resulted in a series of images that look as much like someone's (brilliant) holiday photographs as clothing advertisements, just as his shots for Loewe's accessories collaboration with John Allen are like family snapshots or his A/W15 Miu Miu campaign like an insight into a (very chic) schoolgirl's life. In this new spirit of lifestyle shots, brands are paying to place advertising in magazines, and some of the pages that they buy don't even end up featuring clothes.
"Brands are paying to place advertising in magazines, and some of the pages that they buy don't even end up featuring clothes"
1119379
When a new label like Trademark makes a statement like, "The focus wasn’t on the clothing" about a (presumably fairly high-budget) campaign, it is clear that there is a shift in direction for those with the savvy to really listen to consumers: and consumers are buying into more than just ostentatiously trend-led pieces, but into an entire aesthetic. Jamie Hawkesworth presents relatable yet aspirational scenarios – an artfully-arranged pencil pot, a beautiful statue observed on holiday in India – and the occasional garment or bag just fits alongside. This is the new era of brand identity – one that extends beyond seasonal pieces – and it is one that seems to be selling.
Miu Miu A/W15
Miu Miu A/W15Photography by Jamie Hawkesworth
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© 2009 - 2018 AnOther Publishing Ltd.
The New Wave of Fashion Advertising
— June 17, 2015 —
We examine fashion's new lifestyle approach to advertising through the lens of Jamie Hawkesworth's India campaign for Trademark
Trademark S/S15
Trademark S/S15Photography by Jamie Hawkesworth
TextOlivia Singer
Fashion advertising is an arena that, over the past few years, has evolved into an artistic entity of its own. As brands seek to consolidate and communicate a message that extends beyond the clothes they are putting onto the rails, those at the top of their game have eschewed traditional handbag shots and replaced them with montages that speak to a broader picture of lifestyle luxury – and Jamie Hawkesworth is often the man responsible.
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
Trademark S/S15
8 images
In a market saturated with disposable imagery, it seems as though sustained success is coming from advertising with aesthetic longevity. Earlier this week in The Washington Post, Sarah Halzack noted that, in spite of an ever-expanding post-recession luxury market, flashy, logo-heavy glamour is no longer in Vogue – a trend that is seeing profits fall for megabrands like Prada, Gucci and Louis Vuitton while those of their smaller counterparts (like Loewe and Miu Miu, also featuring Hawkesworth-shot campaigns) rise. "These are [brands] that really control the supply, and therefore they manipulate the market and the desire for their products,” explains luxury marketer Thomai Serdari – and, with the release of Gucci's new campaign video and imagery this week, which has Glen Luchford documenting a softly intimate, Wes Anderson-style shoot and short film, it is clear that the big brands are paying attention.
Trademark S/S15
Trademark S/S15Photography by Jamie Hawkesworth
One of the labels that is tapping into this idea of editorial-style lifestyle messaging is new American brand Trademark, whose S/S15 campaign was shot by Jamie Hawkesworth on a trip to India. "We were always fans of Jamie's early work, particularly his series taken at a bus station in Preston," explained founders Pookie and Louise Burch. "The images felt like documentary photography which was something we were both drawn to. We wanted to shoot the images for Trademark in the same vein so it felt natural."
John Allen x Loewe
John Allen x LoewePhotography by Jamie Hawkesworth
Sending Hawkesworth off with a suitcase of clothing resulted in a series of images that look as much like someone's (brilliant) holiday photographs as clothing advertisements, just as his shots for Loewe's accessories collaboration with John Allen are like family snapshots or his A/W15 Miu Miu campaign like an insight into a (very chic) schoolgirl's life. In this new spirit of lifestyle shots, brands are paying to place advertising in magazines, and some of the pages that they buy don't even end up featuring clothes.
"Brands are paying to place advertising in magazines, and some of the pages that they buy don't even end up featuring clothes"
1119379
When a new label like Trademark makes a statement like, "The focus wasn’t on the clothing" about a (presumably fairly high-budget) campaign, it is clear that there is a shift in direction for those with the savvy to really listen to consumers: and consumers are buying into more than just ostentatiously trend-led pieces, but into an entire aesthetic. Jamie Hawkesworth presents relatable yet aspirational scenarios – an artfully-arranged pencil pot, a beautiful statue observed on holiday in India – and the occasional garment or bag just fits alongside. This is the new era of brand identity – one that extends beyond seasonal pieces – and it is one that seems to be selling.
Miu Miu A/W15
Miu Miu A/W15Photography by Jamie Hawkesworth
Most Viewed
1 (1)
1 (1)
GettyImages-688531760
an34_mf2_vs_cbw_
A Feast for the Eyes: Sensory Stimulation for S/S18
Fashion & Beauty
AW1819_VW_DP_BTS_HiRes_148_ph.JimTobias (003) (1)
an34_front_fashion_bt_ks_
Another Man
Jonas Mekas interview another man jack davison
Jonas Mekas interview another man jack davison
5 Tips for Filmmakers from the Godfather of Underground Cinema, Jonas Mekas
Life & Culture
Michael Levison of Levisons vintage shop interview
page-000078
More In:
Fashion & BeautyIn PicturesMiu MiuTrademarkLoeweJamie Hawkesworth
Subscribe to the AnOther Newsletters
Daily
Weekly
MagazineContactAboutAdvertising
JobsPrivacyTermsSearch
© 2009 - 2018 AnOther Publishing Ltd.
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