Sara Napolitano
Do you remember the first phase of the lockdown when the companies had to close, the social relationships were banned, and the traffic was stopped? The restrictions have been so many and so strict, but the lockdown could not stop human creativity. From one day to another, we found ourselves secluded at home scrapping every plan, delaying every journey, and postponing every deadline. There are deadlines that unfortunately do not accept any postponements otherwise, they are already out of fashion. This is the case of fashion collection campaigns that if they are not shot within certain times, become ancient history. There is who gave up in front of this shutdown and who, on the contrary, had an intuition and understood how to exploit this moment. Among them there is Jacquemus.
I am sure you remember his 10th anniversary show, a long pink carpet in the lavender fields in Valensole. Simon Porte Jacquemus is ready to impress us again and this time with a FaceTime campaign of his Spring Summer collection called “Jacquemus at home”. The protagonists of the woman collection are Bella Hadid and Barbie Ferreira and Steve Lacy for the man collection. Directed by Simon himself and screenshotted by Pierre-Ange Carlotti, the result was an unexpected campaign that has certainly captured the attention of the audience (also helped by a naked Bella covered only by Le grand Chiquito bag).
Beyond the originality of this move, there is much more. This could be a pilot campaign of many others that reduce significantly the costs involved in such activity and that are also eco-friendly. How many travels and waste will be saved for a result that has the same effect of a traditional campaign. We should all learn from this example and ask ourselves how we can invest in a brand this money saved.
To position in the market with competitive prices and with profitable margins, brands tend to save on quality or to assign their production to cheap labor of developing countries (children included) that accept these underpaid jobs because of their difficult economic situation. This immoral behaviour is often hidden from the eyes of the consumers by fake good image.
Jacquemus has been the founder of the fashion saving economy and we all wish that also other brands will follow his example in favor of the product and of those who produce it.
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