The New Originals Fall/Winter 2017 campaign is a modern take on Apple's iconic 'Think Differently' ads from the 90s. Featuring slogans like 'Think out of the box' and a similar visual aesthetic to the retro print ads, this lookbook appeals to nostalgia-obsessed Millennials. Showcasing a range of wearable and eye-catching streetwear, the campaign also features retro Macintosh computers, making its visual reference even clearer for those who grew up in the 90s.
Photographer Kwabena Appiah-Nti captures the New Originals campaign and joins forces with stylists Anne Chalou and Britta Flinterman. Together, the trio brings the spirit of Apple's vintage ads to life, while showcasing a contemporary selection of streewear that is designed to be both creative and functional.
Vintage Advert Lookbooks
The New Originals Fall/Winter 2017 Campaign Mimics Apple's Retro Ads
Trend Themes
1. Nostalgia-inspired Marketing - Opportunity for brands to tap into the emotional connection that Millennials have with nostalgic trends and create marketing campaigns that evoke a sense of familiarity and sentimentality.
2. Retro Aesthetics in Fashion - Potential for fashion designers and brands to incorporate retro visual elements into their collections, drawing inspiration from past eras and creating a unique and nostalgic appeal.
3. Modernizing Vintage Concepts - Room for innovation in updating and modernizing vintage concepts, such as Apple's 'Think Differently' ads, to resonate with contemporary audiences while still paying homage to the past.
Industry Implications
1. Fashion - Fashion brands can leverage nostalgia-inspired marketing and incorporate retro aesthetics to create unique collections that resonate with consumers.
2. Advertising and Marketing - Opportunity for advertising agencies and marketers to develop campaigns that tap into nostalgia and use retro aesthetics to evoke emotion and connect with target audiences.
3. Technology - Tech companies can explore ways to modernize vintage concepts and incorporate retro elements into their products and branding to appeal to consumers who crave nostalgia.