Designers transform magazine ads into art
The Brick Runway
A surefire way for a fashion magazine to make money is through the sale of advertisement space. Fashion magazines, while providing copious amounts of joy, are also businesses. Even the less commercial glossies need to finance their printing. Enter, advertisers.
Now, to be completely redundant, times are tough. The fashion industry is not immune, and it is suffering from a lack of eager advertisers.
The New York Times reported recently that Vogue and Lucky's ad percentages were down 44 percent from January 2008 to January 2009, Allure had a decline of 41 percent and Teen Vogue posted a 29 percent decline.
Some might think, "Well, that's rough for Condé Nast and all, but isn't that good for the reader? Ads are so annoying." Ah, what a na've musing in the face of the wonders that are fashion advertisements. A good ad catches the reader's attention in some way: humor, sentiment, sex appeal, bold graphics, et cetera. Fashion advertising has evolved to a higher level. They incorporate these qualities, and they incorporate them better. Fashion advertisement has become an art form, and at its best is comparable to the editorials they run alongside.
Take, for instance, the Spring 2009 Jil Sander advertisements. Shot by Willy Vanderparre, the images are arresting. The sleek and sexy minimalism and the high black and white contrast literally made my jaw drop. Vanderparre posed the models, wearing black outfits, against an empty white background.
The effect of the high contrast and the cut of the clothing is that the models look fluid and almost technological. I didn't even like the Jil Sander Spring 2009 collection that much, but this ad campaign has stuck it in my thoughts. And that's what the best advertising does: It sells the product regardless of the actual appeal of said product.
I've become obsessed with certain ad campaigns in the past. The flowery and romantic Scarlett Johansson for Louis Vuitton campaign for the Spring 2007 collection. The Dolce and Gabbana Spring 2008 campaign with Jessica Stam, Lily Donaldson and Gemma Ward lounging around an art filled attic.
Now, to be completely redundant, times are tough. The fashion industry is not immune, and it is suffering from a lack of eager advertisers.
The New York Times reported recently that Vogue and Lucky's ad percentages were down 44 percent from January 2008 to January 2009, Allure had a decline of 41 percent and Teen Vogue posted a 29 percent decline.
Some might think, "Well, that's rough for Condé Nast and all, but isn't that good for the reader? Ads are so annoying." Ah, what a na've musing in the face of the wonders that are fashion advertisements. A good ad catches the reader's attention in some way: humor, sentiment, sex appeal, bold graphics, et cetera. Fashion advertising has evolved to a higher level. They incorporate these qualities, and they incorporate them better. Fashion advertisement has become an art form, and at its best is comparable to the editorials they run alongside.
Take, for instance, the Spring 2009 Jil Sander advertisements. Shot by Willy Vanderparre, the images are arresting. The sleek and sexy minimalism and the high black and white contrast literally made my jaw drop. Vanderparre posed the models, wearing black outfits, against an empty white background.
The effect of the high contrast and the cut of the clothing is that the models look fluid and almost technological. I didn't even like the Jil Sander Spring 2009 collection that much, but this ad campaign has stuck it in my thoughts. And that's what the best advertising does: It sells the product regardless of the actual appeal of said product.
I've become obsessed with certain ad campaigns in the past. The flowery and romantic Scarlett Johansson for Louis Vuitton campaign for the Spring 2007 collection. The Dolce and Gabbana Spring 2008 campaign with Jessica Stam, Lily Donaldson and Gemma Ward lounging around an art filled attic.
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Serge G
posted 3/13/09 @ 6:36 AM EST
Scarlett Johansson "actress"actually is a clone from original person,who has nothing with acting career.Clone was created illegally using stolen biomaterial. (Continued…)
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