Fashion brands pushing the boundaries to sell clothes; is it too much?

A cheeky image from Gilly Hicks

Controversy makes for better advertising in fashion. Whether its good or bad advertising, these controversies can help bring a brand into the public eye. Since there are so many designers and brands, you need individuals talking about your product. Being controversial ads, consumers are exposed to the brand’s advertising. Although these advertisements can bring attention to a brand, it can also lower opinions about the brand itself. Negative publicity will usually not last more than a news cycle. However, if an ad is too controversial it can get banned in some countries. Any attention is good attention for advertising. The purpose of advertising is to have individuals talk about it. The more people are talking about the brand, the more money the company makes.

If an image does not provoke attention, than are you reaching your audience? Images are meant to provoke, shock or encourage individuals to think. It allows people to think about the world and to be creative. Brands such as, Tom Ford, are known for their provoking advertisements. Yet, these brands call the advertisements more so a form of art or creativity. Controversial advertisements can bring awareness to social issues, or leading topics.

Tom Ford is known for his sexy approach in his advertising

Tom Ford raised eyebrows with his Gucci ad in 2004, showing the Gucci G shaved into model Carmen Cass pubic hair. It was photographed by Mario Testino.

A 1992 Benetton featured a an that raised public awareness of important social issue. Benetton’s ad featured a man dying of AIDS. Although this gained public exposure, many complained that this ad was controversial. (see image above)

When it comes to selling a brand, its how you want people to perceive your brand. Brands need to have a clear and consistent image for the consumer’s to connect with. When trying to sell a product, whether its provocative or not, a brand needs to stay visible in the industry. Consumers tend to buy products that are better known brands. As a brand, you want to be able to raise an emotion from your audience. When building a brand, you have to be able to take chances.

American Apparel has pushed the boundaries with sexy imagery.

Course Name: FSH 619 OL1: MS: Developments & Current Debates in Fashion Journalism 
Instructor: Diane Dorrans Saeks

December 2015