Getting Real

August 1998

Image

Getting Real

New fashion ads focus on the humdrum and downright homely

Forget glamour. Grit is the latest gimmick on Madison Avenue. A new wave of ads from such companies as Nike, Tommy Hilfiger, Levi's, and The Gap are meant to depict life as it really is. Some show banal shots of everyday existence, others zoom in for close-ups that are out-and-out ugly.

Nike, for instance, is running a photo of a veiny foot topped with a hairy ankle that even a podiatrist would have a hard time admiring.

What's going on? It seems consumers are going through a phase. They're tired of clichéd depictions of oh-so-pretty perfection, says an article in Vogue.They want things to look "honest." And they're fascinated with the trivial details of day-to-day life. That, after all, is why they love "Seinfeld," says Vogue.

Will it work for jewelry and watches? We'll see.



Copyright © 1998 by Bond Communications.


 

HomeAsk the ExpertBrainstormStatsSite of the WeekConsumer Press Scan
Your Business On-LineCalendarMagazine & Site ArchivesStaffSite Map
Professional Jeweler EventsGuide to Electronic Services
Classified On-LineJA Certification Study Session

Home Ask the Expert Brainstorm Stats Site of the Week Consumer Press Scan Your Business On-Line Calendar Staff Site Map