Prada ditched their recent fashionista queue theme and went with a dark aquatic vibe in the Prada Womenswear Fall/Winter 2009-2010 ad campaign.
Shot by famed photographer Steven Meisel, the ads feature female models traversing dark waters on small boats. Could this be a metaphor of navigating the current economy crisis?
The ads feature models Kendra Spears, Ymre Stiekema, Julia Hafstrom, Katlin Aas and Anna de Rijk.
Implications - As women are gaining more freedom in today's society, the desire to dress in unconventional ways is gaining popularity. The demand for anything opposite of feminine is sought after in the woman's fashion market. Designers could create edgier and darker designs in order to attract the female market that is changing directions.
Dark Water Fashion
Prada's Brooding Fall/Winter 09-10 Womenswear Ads
Trend Themes
1. Dark Aquatic Theme - Using a dark aquatic theme in fashion photography campaigns could attract consumers seeking unconventional styles.
2. Opposite of Feminine - Designers can capitalize on the growing demand for unconventional and edgier designs targeted at women.
3. Metaphorical Imagery - Using imagery to suggest navigation through crisis may appeal to consumers looking for fashion that reflects their emotions.
Industry Implications
1. Fashion - The fashion industry can use these trends to create innovative designs that appeal to consumers seeking new and unconventional styles.
2. Photography - Photographers can use dark aquatic themes and metaphorical imagery to create impactful fashion campaigns.
3. Marketing - Marketing professionals can leverage dark aquatic themes and metaphorical imagery to connect emotionally with consumers seeking fashion that reflects their values and emotions.