Fashion marketing campaigns tend to be creative, sometimes controversial, but always on the cutting edge of what’s hot.
Whether or not the clothes can be worn… well, that’s beside the point. These are some of my favorites from the last few years.
1. Puzzles Love Immigration
There has been a wave of socially conscious campaigns in recent years, as consumers expect brands to do more than just sell. Getting the balance right is hard, as Pepsi showed with the flop of its Kendall Jenner ad.
The fashion world can be skeptical when it comes to big causes, especially when it comes to related topics like the environment and sustainability. However, in 2017, Jigsaw decided to break the mountain and base their print, social and digital marketing campaign on the importance of immigration in fashion.
Entitled Love Immigration, it was a bold and powerful celebration of the diversity in British fashion and the values of openness, love and collaboration that the brand seeks to uphold.
Not only has it been praised by consumers and other fashion brands, but it was also named Campaign of the Year by Marketing Week.
2. Keep Up With The Bakers At Ted Baker
Ted Baker has a history of innovative and inspiring campaigns, including experiments with Instagram stories and a shopping video directed by Guy Ritchie.
For its Spring/Summer 2022 campaign, Ted Baker pushed the boundaries even further with Keeping up with the Bakers, an eight-episode sitcom played episodic on Instagram. Users have been encouraged to return daily to participate in the daily challenges that will be released with each episode.
At the same time, a 360-degree shopping movie was introduced, allowing users to explore the bakery and purchase the items they discover there.
With Ted Baker traditionally taking on a different narrative for each season, Keeping Up with the Bakers has certainly become a standout event, creating a fully immersive world for consumers to explore.
3. Nike Is Better For It
We’re always blogging about Nike, and with a back catalog that reflects their strong brand identity, there’s a good reason why.
Representing the inner thoughts of active women, it shows the link between exercise and self-esteem, and cleverly points out that our clothes can also play a role.
With a cheerful but powerful tone, it managed to attract female consumers.
4. The Scarves Of The House Of Hermès
The Hermès microsite, La Maison des Carrés, was created to showcase the popular range of scarves.
Instead of simply encouraging visitors to shop online, the goal is to bring the brand’s story and art to life.
With its beautiful design and great attention to detail, it invites the visitor to get lost in its world of illustration.
While we noted earlier that the Hermès website can seem snooty (and therefore off-putting to consumers), there’s no denying that this part stands out for its creative and original approach.
5. Inside Chanel
Along with Chanel News, Inside Chanel is a microsite dedicated to the brand’s history, a key element of its global marketing strategy.
Divided into 12 chapters, each detailing an important part of the brand’s story, it offers consumers something of real value.
Combining photography, digital sketches and video, he uses rich content to bring the story to life.
With its 100-year history, the deep and thoughtful character of the campaign also reflects the quality of the brand.
6. Close The H&M Circuit
We recently wrote about why women are talking about H&M’s latest campaign, but the Close the Loop ad is another example of the brand’s innovative marketing.
To further his mission to make fashion more sustainable, he created one of the most diverse ads of all time.
The ad, starring plus-size model Tess Holliday and Muslim model Mariah Idrissi, received a very positive response because it celebrates different cultures when it comes to fashion.
By creating excitement around the campaign, he made sure his sustainability message was heard.
7. Girlboss By Nastygal
Nasty Gal has a spirit of self-empowerment and discovery that is woven so well into all of her marketing campaigns.
The hashtag #girlboss is not only the title of founder Sophia Amoruso’s self-authored book, but also the title of Nasty Gal’s independent content hub.
As well as in-depth articles on fashion and lifestyle in general, it is also home to Girl Boss Radio, a podcast where Sophia interviews various women who have influenced her.
A great example of a multi-channel campaign that reflects core brand values and subtly promotes them.
8. Monsoon Weakness
Several fashion brands have launched shopping magazines, and while The Edit is often cited by Net A Porter as one of the best, Swoon for Monsoon proves that this isn’t just an approach reserved for high-end brands.
The campaign, hosted on the main website, consisted of digital magazines accessible via web, tablet and mobile.
In addition to visuals such as GIFs and videos, there were also posts from influencers to increase consumer engagement and interest.
A snazzy piece of shoppable content: It was also a great example of how to integrate editorial elements into e-commerce.
Marc Jacobs used social media as the driving force behind his fall/winter campaign and used Instagram to find models.
To be featured in his Autumn/Winter campaign, he asked his followers to tag a photo of himself with the hashtag #castmemarc.
In addition to building brand awareness, he managed to provide consumers and fans of the brand with an unforgettable and potentially valuable experience.
10. Timeless By Lacoste
Lacoste is a brand with a long history, founded in 1933 by tennis players René Lacoste and André Gilliver.
His legacy is the basis for his 2017 short film Timeless, which uses a time warp feature to take viewers on a visual journey through his past.
It also uses a narrative arc that tells the story of two unhappy lovers crossing several decades in a single train journey. Combining nostalgia, urgency and intrigue, it packs a lot into under two minutes.
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