This Campaign Celebrates Global Diversity with Virtual Models
Katherine Pendrill — February 11, 2016 — Marketing
References: us.benetton & psfk
Benetton recently launched a new campaign that celebrates the diversity of the world's fashion capitals with virtual models. In many urban centers, immigration and globalization are transforming demographics in dramatic ways. This campaign captures the blending of different cultures and ethnicities with a series of diverse fashion portraits.
'The Face of the City' campaign by Benetton is an attempt to convey greater diversity in the fashion industry. The brand went about this task by using census data to determine the racial and cultural demographics of the six fashion capitals. The brand then used models from the representative races and used an algorithm to create portraits made up of the blended demographics. This resulted in virtual models that symbolize the changing face of the fashion industry.
The unique project helps to convey Benetton's commitment to celebrating color and diversity in its clothing campaigns.
'The Face of the City' campaign by Benetton is an attempt to convey greater diversity in the fashion industry. The brand went about this task by using census data to determine the racial and cultural demographics of the six fashion capitals. The brand then used models from the representative races and used an algorithm to create portraits made up of the blended demographics. This resulted in virtual models that symbolize the changing face of the fashion industry.
The unique project helps to convey Benetton's commitment to celebrating color and diversity in its clothing campaigns.
Trend Themes
1. Virtual Models - The use of virtual models in fashion campaigns and advertisements creates opportunities for innovative and customizable representations of diversity.
2. Blended Demographics - Using algorithms to create portraits that reflect the blended demographics of urban centers opens up possibilities for inclusive and representative fashion marketing.
3. Digitized Fashion Advertising - The digitization of fashion campaigns allows for more creative and impactful ways to convey a brand's commitment to diversity and inclusivity.
Industry Implications
1. Fashion - The fashion industry can leverage virtual models and blended demographic representation to disrupt traditional beauty standards and embrace diversity.
2. Technology - The technology industry can explore advancements in algorithms and digital imaging to revolutionize the way virtual models are created and utilized.
3. Marketing and Advertising - The marketing and advertising industry can adapt to the digitization of fashion campaigns and capitalize on innovative strategies to promote inclusivity and diversity.
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