In the newest images for the Elevenparis Spring/Summer 2012 collection, photographer Terry Richardson captures edgy snapshots of Ash Stymest and Tali Lennox playfully posing in the label’s gear. The brand, which is known for its tagline, "life is a joke", features oh so cool, causal pieces with a rock and roll image.
This branding is conveyed perfectly in Richardson’s images with the use of Annie Lennox’s daughter starring in the series as she hangs of off her male counterpart and shares a lollipop with him. Add some skinny jeans into the mix, and get Ash Stymest to hold a cardboard sign asking for a sex change, and what you get with the ELEVENPARIS Spring/Summer 2012 campaign is a message that appeals to youth looking for alternative forms of representation in regards to their style.
Lollipop-Licking Editorials
Elevenparis Spring/Summer 2012 Campaign Has a Thing for Hard Candy
Trend Themes
1. Alternative Representation - Disruptive innovation opportunities exist in creating alternative forms of representation in youth fashion campaigns.
2. Edgy Advertising - There is potential for disruptive innovation in incorporating edgy elements and unconventional messaging in brand advertising.
3. Rock and Roll Fashion - Disruptive innovation opportunities can be explored in creating edgy, rock and roll-inspired fashion collections.
Industry Implications
1. Fashion Advertising - Disruptive innovation opportunities in fashion advertising can involve incorporating alternative representations and edgy elements in campaigns.
2. Youth Fashion - Disruptive innovation opportunities exist in the youth fashion industry to cater to the demand for alternative representations and edgy styles.
3. Apparel Design - There is potential for disruptive innovation in apparel design by creating rock and roll-inspired fashion collections targeting youth consumers.