After looking at brand stories during our seminar last week, particularly the links between Roberto Cavalli and River Island, we were asked to look further into this, focusing on similar brand stories and values between another high end and high street brand we had discovered ourselves.
Taking Roberto Cavalli and River Island as inspiration, I decided that I wanted to look at other brands which focused on quite playful and dynamic campaigns, which really had fun ideologies behind them. I felt that Urban Outfitters hit this very well, as always showcase fashion images where there is a lot of movement from the models in quite familiar and realistic locations, as the brand describes themselves as being for the 'urban-minded individuals'. I also felt that Vivienne Westwood's brand links to this urban vibe, celebrating imperfections and having an emphasis on youth culture.
Taking Roberto Cavalli and River Island as inspiration, I decided that I wanted to look at other brands which focused on quite playful and dynamic campaigns, which really had fun ideologies behind them. I felt that Urban Outfitters hit this very well, as always showcase fashion images where there is a lot of movement from the models in quite familiar and realistic locations, as the brand describes themselves as being for the 'urban-minded individuals'. I also felt that Vivienne Westwood's brand links to this urban vibe, celebrating imperfections and having an emphasis on youth culture.
Top image: Vivienne Westwood spring/summer 2010 campaign
Bottom image: Urban Outfitters Mink Pink global campaign 2013
I think that this focus from grunge and youth culture stems from the background and products of both of these brands. Vivienne Westwood as a British fashion designer became popular throughout the 1970's punk movement, and used the urban grunge lifestyle as inspiration for her designs and dressing influential punk and rock music stars such as The Sex Pistols. Using political issues and musical inspiration, Vivienne Westwood's brand grew to be a form of expression. Therefore, she incorporates cultural history and music culture into her products and really emphasising that this urban and grunge fashion is not just about clothing,but using campaigns to sell a punk lifestyle.
Urban Outfitters also uses this punk lifestyle as a brand story for their high street brand, selling not only clothes and accessories, but also books, home ware and furniture in their stores to really emphasise the idea that youth culture and grunge grew from cultural history and should be taken as a way of life, not just in the way we look. Urban Outfitters, also founded in the 1970's, incorporate historical fashion and music movements into their products, look at motif t-shirts and Polaroid cameras to highlight their vintage and retro inspirations. Both brands are very passionate about this punk movement and celebrate creativity, musical and artistic influences.
Top: Vivienne Westwood fall/winter campaign 2014
Bottom: Urban Outfitters fall/winter campaign 2014
#fcpreflection
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