The 'Lucky Ones' F/W 2012 GANT by Michael Bastian Ad Promotes Pride
Alexandra Serrano — August 14, 2012 — Marketing
Reminiscent of college days in the city, the 'Lucky Ones' F/W 2012 GANT by Michael Bastian boasts a Bostonian collegiate pride.
The designer was inspired by his "personal memories and experiences of living in Boston while going to college." The aesthetic of the campaign reflects this as it exudes a laid- back scholarly coolness. Featuring a quirky track by Swedish indie rock band Caviare Days, the 'Lucky Ones' advertisement shows a youthful spirit that allows the collection's wearable excellence to shine.
The setting is the designer's city, it toys with subcultures of prep with mod. The layering pieces are perfect for fall in their classic quality. Many of the garments, with the preppy feel, potential to become seasonal staples for the put together collegiate crowd.
The designer was inspired by his "personal memories and experiences of living in Boston while going to college." The aesthetic of the campaign reflects this as it exudes a laid- back scholarly coolness. Featuring a quirky track by Swedish indie rock band Caviare Days, the 'Lucky Ones' advertisement shows a youthful spirit that allows the collection's wearable excellence to shine.
The setting is the designer's city, it toys with subcultures of prep with mod. The layering pieces are perfect for fall in their classic quality. Many of the garments, with the preppy feel, potential to become seasonal staples for the put together collegiate crowd.
Trend Themes
1. Bostonian Collegiate Pride - Creating fashion collections and marketing campaigns that promote a sense of hometown pride and nostalgia can appeal to consumers' emotions and boost brand loyalty.
2. Laid-back Scholarly Coolness - Designing fashion collections that blend comfortable, casual pieces with elements of classic, sophisticated academia can create a fresh and distinctive style.
3. Quirky Indie Soundtracks - Using unique and eclectic music choices in fashion advertisements can capture consumers' attention and add to the brand's overall personality.
Industry Implications
1. Fashion - The fashion industry can benefit from incorporating elements of hometown pride, casual academia, and unique soundtracks into their collections and marketing campaigns.
2. Music - The music industry has the opportunity to partner with fashion brands to provide unique and memorable soundtracks for their advertisements and events.
3. Marketing - Marketing professionals can experiment with using emotional appeals and nostalgia to connect with consumers and create brand loyalty for fashion and lifestyle brands.
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