It seems that Diesel opened the door to the use of sneaker and foot fetish in fashion ads after their infamous shot of Jon Kortajarena in the Spring/Summer 2009 campaign.
Japanese fashion house Phenomenon follows in the footsteps of Diesel with one of the models in their their new Spring/Summer 2009 campaign taking off his sneakers and sniffing them.
Such scenes used to be considered taboo and certainly not suitable for mainstream ads, but it seems things have changed.
Fetishvertising Fashion
'Phenomenon' Sniffs Sneakers in S/S ‘09 Campaign
Trend Themes
1. Sneaker Fetish in Fashion Ads - Disruptive innovation opportunity: Explore the use of sneaker and foot fetish in mainstream fashion advertisements.
2. Taboo Scenes in Mainstream Ads - Disruptive innovation opportunity: Challenge societal norms by incorporating taboo scenes into mainstream advertising campaigns.
3. Changing Perceptions in Fashion Advertising - Disruptive innovation opportunity: Embrace the shift in societal attitudes towards controversial and provocative content in fashion advertising.
Industry Implications
1. Fashion Advertising - Disruptive innovation opportunity: Revolutionize the fashion advertising industry by pushing boundaries and creating provocative campaigns.
2. Footwear Industry - Disruptive innovation opportunity: Capitalize on the sneaker and foot fetish trend by creating unique and unconventional footwear designs.
3. Marketing and Advertising - Disruptive innovation opportunity: Develop new advertising strategies that challenge societal norms and create buzz for brands.