Models are a thing of the past, well, at least when it comes to fashion advertisement campaigns. Brands such as Chanel, Puma, and Marc Jacobs are taking advertising in a new direction by using celebrity figures in their ads to boost familiarity and relevance to the consumer.
Celebrities come with their own built-in audiences that want a relevant endorsement from a trusted source, therefore, when fashion brands use a celebrity in their ads, there is a better chance of selling the product they are promoting.
Brands use their ad campaigns to convey a message to their customer. Lately, ads are shifting away from the idea of using only young beautiful models. Instead, companies are expanding the age range of those in their ads to send a more relatable message to the consumer. However, these messages aren’t just restricted to the clothing the company sells. For instance, in Marc Jacobs Spring/Summer 2016 campaign, Bette Midler, Lana Wachowski, and Sandra Bernhard were featured because they were “people who have and continue to inspire me and open my mind to different ways of thinking and seeing.” Marc Jacobs wrote on his Instagram.
Each of these three women featured in the campaign are older than the faces that are normally seen in fashion campaigns, therefore this opens the door for another age range to shop Marc Jacobs and relate to the brand.
Celebrity ad campaigns have become a huge hit for fashion brands. They provide brands with a loyal fan base, large social media reach and their pop culture relevance. So, what are your thoughts? Does seeing your favorite celeb in an ad affecting your shopping experience?