Fashion as Art: The Creative Genius of Comme des Garçons' Advertising
Artistic expression above showcasing product
In the intricate world of fashion, there exists a brand that defies conventional advertising norms—Comme des Garçons. This name is no stranger to fashion enthusiasts; it's synonymous with innovation and intrigue. Yet, what truly sets Comme des Garçons apart is its brave approach to advertising, especially in times when the fashion industry primarily emphasized heroing products.
Imagine stumbling upon a fashion ad that doesn't showcase the latest collection in all its glory but instead presents an interesting enigma. Comme des Garçons' advertisements, particularly its older campaigns, are notorious for exclude the products they aim to promote. In a world where visibility is key, this brand deliberately chose obscurity.
Comme des Garçons, founded by Rei Kawakubo in 1969, has consistently challenged the norms of fashion advertising. Their campaigns often forgo traditional product-centric visuals, opting for artistic and abstract imagery instead. This approach has made waves in the industry, sparking intrigue and discussion among both fashion enthusiasts and critics.
In this article, we delve into the mystique behind Comme des Garçons' advertising strategy. We'll explore how the brand creates successful ads that defy the norm. We'll also examine how this unusual approach to art direction continues to shape its online presence today.
The Artistic Rebellion of Comme des Garçons
Comme des Garçons has consistently pushed the boundaries of fashion advertising. Rather than adhering to the industry's traditional product-centric visuals, the brand has chosen the path of artistry and abstraction. This unique approach has sparked intrigue and conversation among fashion enthusiasts and critics alike.
The Power of Mystery
But why opt for such an audacious approach? What's the point of leaving the product in the shadows? It all comes down to understanding the incredible power of mystery in advertising. Comme des Garçons has mastered this art, leaving an impression without ever fully revealing its products. It's a bold move that ignites curiosity, stirs interest, and imprints the brand's identity deep into the minds of its audience.
References
In the late 1980s, Comme des Garçons unveiled an interesting ad campaign. The ads featured abstract, otherworldly imagery created by photographer Peter Lindbergh.
