Reasons To Be Cheerful #31: Clothes Adverts

17 May

So, it turns out that Abercrombie and Fitch – a brand matched in overall blandness only by Jack Wills – wants thin and attractive people to be seen in its clothes. I’m not sure why this is a surprise. You only have to look at a billboard or open a magazine to see what kind of people any brand wants in its clothes. Except maybe Evans, or Dove when it’s making a point. But deodorant isn’t the same as clothes anyway, so…. I digress. Let’s look at some reasons to be cheerful about advertising:

Abercrombie & Fitch CEO Mike Jeffries: "We go after the attractive, all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes]"

Abercrombie & Fitch CEO: “We go after the attractive kid with a lot of friends. A lot of people don’t belong [in our clothes]”

1. They Show Off a Woman’s Best Assets

The female form is one to be celebrated. And where best to do it than in a publication with a key 18-30 demographic with a disposable income? Naturally the shoppers want to know they’ll look HOT. Why else would American Apparel models be constantly trussed up in a diverse variation on the vests/bottomless, tights/topless, jeans/shirtless combo?

The ONLY way to wear tights

Tights/topless. Very 2013

Tops are for boys

Jeans/shirtless. Hot right now.

2. Variation

The world don’t move to the beat of just one drum; what might be good for you, may not be good for some… That’s why we get to see size 6 models, size 8 models and… oh wait that’s it. But there is a range of hair colours and styles to be seen atop the waifish clothes horses. And, most progressive of all, nearly all the big high street chains now regularly feature a token mixed race girl in their campaigns.


Spot the token: from H&M…

M&S new Autumn 2012 ad campaign

…to M&S

Everyone's favourite token: the hot girl who used to do M&S ads

To everyone’s favourite from the old M&S ads

3. They Are Aspirational

Fashion dares us to dream and that’s a beautiful thing. Like when we see Rosie Huntington-Whiteley bowling around in a Marks & Spencer jacket and we briefly entertain the notion that M&S could make us more supermodel-like. Or the assault on our senses of a bikini-clad Beyonce courtesy of H&M. Then there’s the Kardashians in Dorothy Perkins and Rihanna in River Island: the collections might be fugly but if the stars are doing it…

If you've managed not to see this.... I commend you

If you’ve managed not to see this…. I commend you

Rosie loves to treat herself to Per Una

Rosie loves to treat herself to Per Una

4. Promoting Rainbow Families

Now some people find children’s fashion adverts  to be nauseating, unnecessary and an ugly mirror on the state of the world today. Fortunately, I am not one of those people. I see a world where little children of every colour hold hands and make friends. A world not miles apart from that shared by the whole Brangelina clan. If I may:

kids ads

kids benetton

kids gap

kids h&m

(REASONS TO BE PISSED OFF: The real world doesn’t quite live up to the promise of these children’s adverts)


3 Responses to “Reasons To Be Cheerful #31: Clothes Adverts”

  1. MasonBentley May 17, 2013 at 3:59 pm #

    Nicely written luv. Youth sells, perfection sells..and it will keep on selling because very few companies are prepared to risk anything else. Which is a creative and crying shame. xxx

  2. foodicity June 10, 2013 at 4:32 pm #

    Thanks for finding my blog. I really like yours and look forward to reading more!

    • lbellinlondon June 10, 2013 at 7:34 pm #

      Thanks! Ill definitely be trying out some recipes

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