Extreme Intimo Spring/Summer 2013 Campaign Makes Light of Underwear
Michael Hemsworth — April 24, 2013 — Fashion
References: extremeintimo & thefashionisto
Underwear is something that's meant to be fun and exciting, which is what the Extreme Intimo Spring/Summer 2013 Campaign looks to highlight with each of the overtly cheery shots. Featuring Serbian model Alfred Kovac looking calm, comfortable and happy being only in underwear, the campaign is a fresh approach to the brand's carefree designs.
While some people might feel that underwear serves a somewhat utilitarian purpose, the Extreme Intimo Spring/Summer 2013 Campaign looks to fight back against this notion with happy designs that will enchant any guy out there. What's more enlightening than the underwear itself is Kovac's infectious smile that's seen in each of the chromatic shots. Perhaps this will be the first of several underwear campaigns that combat against drab, unexciting skivvies and opt for more fun styles.
While some people might feel that underwear serves a somewhat utilitarian purpose, the Extreme Intimo Spring/Summer 2013 Campaign looks to fight back against this notion with happy designs that will enchant any guy out there. What's more enlightening than the underwear itself is Kovac's infectious smile that's seen in each of the chromatic shots. Perhaps this will be the first of several underwear campaigns that combat against drab, unexciting skivvies and opt for more fun styles.
Trend Themes
1. Fun Underwear Designs - The Extreme Intimo Spring/Summer 2013 Campaign showcases the trend of incorporating fun and exciting designs in underwear, disrupting the notion of utilitarianism.
2. Emphasis on Visual Appeal - The chromatic shots in the campaign highlight the trend of using visually captivating imagery to grab attention and differentiate in the underwear market.
3. Positive Branding Through Emotion - The infectious smile of the model in each shot reflects the trend of using positive emotions and branding to enhance the customer's perception of the underwear brand.
Industry Implications
1. Fashion and Apparel - The trend of fun underwear designs presents opportunities for fashion and apparel companies to create innovative products that appeal to a younger demographic.
2. Advertising and Marketing - The trend of visually appealing campaigns in the underwear market opens up opportunities for advertising and marketing agencies to create captivating and memorable campaigns.
3. Retail and E-commerce - The trend of positive branding through emotion creates opportunities for retailers and online marketplaces to enhance their product messaging and appeal to customers on an emotional level.
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