Members of the Proud Boys appropriating Fred Perry's Laurel Wreath logo: the fashion brand Fred Perry decided to pull its famous black/yellow/yellow twin tipped polo shirt and refused to sellit to consumers in the US and Canada, after the shirt had been appropriated by the Proud Boys and the Laurel Wreath had been subverted into the group's own logo
Social Media
The irreversible switch to platforms shifted to the center the power on the path of a more democratic fashion system as mass access interactions with fashion contents is now possible helping to promote dialogues and public debates across the whole fashion chain elevating the customers from passive to active receivers. the voice of public opinion wouldn’t be much effective without the intervention of social fashion medias. Playing a major role in the democratisation of fashion These accounts share the fashion news trough posts, working as a social-media-converted fashion newspaper.
Digitalization of Fashion
Prada in collaboration with Raf Simons designed a full digitalised show in 2021 for their collection. This decision was also linked to the pandemic situation at that time, and, after Miuccia Prada, dealing with all the “many questions that are now really moving” going from diversity, to the ecosystem and so on, and being a part of the changes.
Loro Piana uses unpaid Peruvian labor in harvesting the vicuna fiber while setting ultra exclusive price ranges. As Diet Prada shares, workers dont get enough money to pay everyone needed for the harvest. Hired outside laborers get about $20, but locals are expected to work for free.
FOR SUCCESSFUL LIVING CAMPAIGN
This campaign from Diesel successfully created debate and comment from the public, which made Diesel became the most renowned denim brand and also one of the hottest brand at that time. The brand used sensitive topics to create controversy which benefit the brands from sales and stock.
UNHATE campaign
Benetton was pioneering in pushing the limits of advertising and known of creating controversy and debate through their campaign series. over the years they used daring photograph addressing social issues like environmental issues, terrorism, racism
and politics. Benetton was also the first company to eliminate their product completely from its ad campaigns, which
means their visibility was mostly increased by their narratives on political or social issues. On 16 November 2011, Benetton launched the UNHATE communication project which include a series of coordinated initiative and events, spread by newspaper, periodicals and website around the world. It is a series of close-up photography of world leaders kissing each other, which include Barack Obama and Chinese leader Hu Jintao; the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu. As kissing is the most common expression of love, the executive deputy chairman of Benetton Group, Alessandro Benetton stated that they had decided to give widespread visibility to an ideal notion of tolerance and invite all the citizens of every country to reflect on how hatred arises particularly from fear of ‘the other’ and of what is unfamiliar to the society.
Shockvertising
For brands like Diesel, shock was used as a deliberate marketing strategy which communicate their brands value and demonstrate their product in a broader social discourse. However, there is another strategy that fashion brands have adopted is the “visual shock advertising” or “shockvertising”. Instead of associating brand’s product with broader social discourse, brand would launch campaign consisted of image of violence, sexual reference and profanity, which are relatively more stimulating in the visual experience for the public.
Fashion Scandal of Marketing Purpose
Fashion brands have their strategies and tactics to obtain public attention. For example, brand can come up with intentional scandals to impact their audience emotionally, which allowed them to have deeper memory of the product and also increase the brand visibility.
5 AM MONO VILLAGE
Diesel launched another controversial commercials in 1997, which won GP Cannes Lion award for the brand in 1997. The commercials is in video form, which depict a group of young male solider are doing their training, and then two male soldier were demonstrating artificial respiration. This adverts later on became the brand’s most successful TV ad campaigns, considered as a mockery of homophobia and toxic masculinity.
