Rebellion is the word of choice to describe the Firetrap Spring Summer 2010 advertising campaign. The urban jeanswear company's campaign was photographed by Derrick Santini and parades a gang of models including Isaac Carew, Harvey Haydon and Ty Ogunkoya.
The British company has used its own youth subculture as inspiration for its latest ad campaign. Firetrap says that the ads take "inspiration from the glamorous lives of London's youth. Shot on industrial sites across London at the break of dawn, this tribe of future warriors are creeping home from a mischievous night out."
Gang-Inspired Campaigns
The Firetrap Spring Summer 2010 Ad Campaign is Rough and Tough
Trend Themes
1. Youth Subculture-inspired Campaigns - Opportunity for brands to tap into the rebellious and edgy nature of youth subcultures for their ad campaigns.
2. Industrial Site Photography - Emerging trend of using urban industrial sites as backdrops for fashion and lifestyle photography, creating a juxtaposition of ruggedness and style.
3. Glamorous Rebel Aesthetic - An emerging trend in fashion advertising to showcase a daring and rebellious aesthetic while maintaining a sense of glamour and sophistication.
Industry Implications
1. Fashion Retail - Fashion retailers have the opportunity to leverage youth subcultures and edgy aesthetics in their advertising campaigns, targeting rebellious and trend-conscious consumers.
2. Photography and Advertising - Photographers and advertising agencies can explore the use of industrial sites as unique and captivating settings for fashion and lifestyle shoots, capturing the essence of urban grit and style.
3. Youth Culture Marketing - Companies specializing in youth culture marketing can help brands tap into the allure of rebellious and glamorous aesthetics to connect with the target audience and drive engagement.