There is a saying in the industry: fashion is a cycle that repeats every ten or twenty years. In 2022, it seems that the new season collections of various brands will once again be endorsed by celebrities. And, there is nothing that cannot be done, only things you cannot imagine. Founded by designer Simone Porte Jacquemus, Jacquemus recently released the advertising photos for its latest collection, featuring the famous Puerto Rican rapper Bad Bunny as the face of the brand, interpreting the latest collection Le Splash.
Bad Bunny, whose image exudes a strong American cultural sentiment, showcases his vibrant and quirky side in photographer Tom Kneller’s lens. In Miami, Bad Bunny dons a variety of eye-catching outfits in promotional photos, ranging from a fluorescent green suit, a gray crystal pendant suit, a yellow knitwear, to pink Bermuda shorts, green waterproof shorts, white tube socks, new handbags, and glasses. One look even sees Bad Bunny wearing a pink linen mini jumpsuit paired with blue high-heeled sandals, raising his arms to show off his biceps. This concept, combination, and effect, in simple terms, exude vitality.
Although in the past many supermodels and celebrities have been invited to walk the runway for brand launches, unlike other high-end brands, Jacquemus has rarely (if ever, even in memory; whether Kendall Jenner is considered a star is still subject to confirmation) enlisted famous personalities for their new season’s advertising campaigns. Regardless of the reasons behind this, it seems that the effect allows us to see the creative vitality of Simone Porte Jacquemus and the brand, perhaps this is the fashion vitality that he advocates and pursues.
When it comes to fashion advertising, if you count on your fingers and look back recently, you will find many celebrities appearing in the advertisements of major brands, such as Prada featuring Tom Holland, Versace featuring Maluma, and Balenciaga even featuring Justin Bieber and Kim Kardashian. These “attempts” to some extent also need to be attributed to the casting team behind the brand – knowing which person to bring in as the advertising figure, the most important thing is still to focus on the spark that the target person and the brand can generate (of course, this does not deny the “commercial considerations” aspect, just look at the strong presence MIRROR has formed in Hong Kong over the past year).
As for which brands will make such “attempts” in the future, we won’t know, but Simon Porte Jacquemus promises that the Le Splash series will “have more to come soon,” so let’s look forward to it. At the same time, take some time to appreciate how Saint Laurent, which has excelled in using celebrities as advertising figures for many seasons, has consistently insisted – whether it’s Yves Saint Laurent, Hedi Slimane, or the current Anthony Vaccarello – that being a Saint Laurent advertising figure is definitely – very certain – not just about fame.
資料及圖片來源：Courtesy of PRADA、Saint Laurent、Versace；Web Photo
