Slashers are luxury & fashion brands new hype: Lanvin understood it

That’s a trend which really started in 2007, probably with the Social Media rise. Marci Alboher, author of One Person/Multiple Careers, and spotted by the Guardian, described the ‘slash’ in the job-market. Slashers are hyphenated-professionals, part-time photographer/designer/PR/teacher/xyz .

Fashion and luxury brands immediately found an interest in this new phenomenon: the Kooples used their inner circles to spot new inspiring role-models; some brands used star-bloggers (ie: Garance Doré) to highlight their collection. And it’s a step forward this fall, with Lanvin new campaign, using “real” people but with meaningful jobs or activities. It’s a good idea for major players to stop using only celebrities for their advertising campaigns; most of the time, what you deeply desire is not to be “the most famous one in the world”, but what someone not that far from you can experience. It’s like losing weight: it’s when you’re already in good shape that losing the 2 or 3 kilos is the most complicated-thus most interesting.

 

What’s interesting in Lanvin campaign is that it’s not only about the pictures, but about stories; the real people have some time to explain their stakes and visions.

    I wanted to see people from different age groups, body shapes and personalities wearing Lanvin,” he said. “That is what Lanvin is all about and represents – we don’t only do clothes for 20-year-old girls. I love to see mature women wearing Lanvin as well. I love wrinkles, I love grey hair.”

– Alber Elbaz

Photographer — Steven Meisel
Creative Direction — House and Holme, Ronnie Newhouse and Stephen Wolstenholme
Make-Up — Pat McGrath
Hair — Guido Palau
Set Design — Mary Howard

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