The GANT by Michael Bastian SS 2012 Editorial is 60s-Inspired
Sophia Pelka — March 13, 2012 — Fashion
References: us.gant & juicy.mashkulture.net
The Michael Bastian SS 2012 lookbook is a cheery step into the past, inspired by 60s fashion. The relaxed style is exhibited with loose, cropped fits and vintage colors. Also featured is a slew of retro patterns, such as palm trees and turtles. The shoot is set up to resemble scenes from a sitcom, following a nuclear family through their day. The family dynamic is narrative and engaging. The artistic direction of the shoot allows for the viewer to immediately connect with the family's members.
The Michael Bastian SS 2012 collection was designed for GANT. The New England-inspired company prides itself in its all-American influences. The sitcom scene is an interesting choice for the brand, as it seems to be more satirical towards American culture than celebratory of it.
The Michael Bastian SS 2012 collection was designed for GANT. The New England-inspired company prides itself in its all-American influences. The sitcom scene is an interesting choice for the brand, as it seems to be more satirical towards American culture than celebratory of it.
Trend Themes
1. Retro Fashion - The use of vintage colors and patterns creates an opportunity for fashion companies to revisit and revamp past trends.
2. Nostalgia Marketing - A nod to classic TV show aesthetics and nuclear family structures can evoke a sense of nostalgia for consumers and create a unique branding opportunity for companies.
3. Narrative Photography - Employing narrative-driven photography can create an engaging experience for consumers and subvert typical fashion ad tropes.
Industry Implications
1. Fashion - Fashion companies can capitalize on the utilization and reinterpretation of past trends through unique marketing campaigns.
2. Marketing and Advertising - Nostalgia marketing can be a successful marketing strategy for companies looking to connect with audiences through a sense of wistfulness.
3. Photography and Film - Exploring the narrative potential of fashion campaigns can result in memorable and engaging content for audiences.
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