In a recent seminar we discussed 'Market Level Translation' with regards to both High-End and High Street brands.
After a bit of thought, it came to light that there are only so many fashion narratives around, meaning brands are constantly re-using the same stories, just on different market levels.
Repetitive codes. Same messages.
Just to give a few examples, we have...
Traditional Heritage:
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| Burberry S/S15 |
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| Jack Wills S/S15 |
Humour & Irony:
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| Moschino S/S15 |
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| River Island S/S12 |
Romantic & Ethereal:
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| Chloé S/S15 |
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| Jigsaw S/S14 |
See, the similarities are so obvious!
A small task we were set was to select a pair and identify the common language that unites the two brands. For this, I chose:
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| Chloé S/S11 |
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| Jigsaw S/S |
I decided to call this pairing 'Damsel's in Distress' for a number of reasons. Ultimately for both images there is a definite fairytale feel, they both use muted pinks/nudes and give off an element of being lost.
Chloé's campaign in particular came across as quite a dark fairytale, as though the two models are escaping from something or perhaps being chased (the slightly distorted image reflects the movement). Very Alice In Wonderland.
Jigsaw's campaign is therefore the exact opposite. As soon as I laid eyes on this image I thought it was a still from Taylor Swift's 'Love Story' music video, or perhaps a Sherri Hill prom dress photo shoot. There are definite Rapunzel vibes resonating from this image - the model is posing elegantly and the overall colour palette is much lighter and cleaner than Chloé's.
I hope you enjoyed this post! Now I've shown you just how obvious fashion narratives can be you'll start noticing them everywhere!
I spotted this pair whilst browsing online just a second ago:
So ridiculously the same its laughable and a little bit cringe!
Love, Lana Skye x
Photo Credit: Google Images.
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