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“…Consumers are ready for fashion’s reality check.” (Yotka 2015)

For many years luxury fashion has been portrayed as an unattainable lifestyle filled with decadence. Miu Miu’s Fall/Winter 2015 has changed this idea, whilst still most likely being unattainable in price; the brand is bringing a more relatable lifestyle to the middle class city dweller. Luxury fashion advertising campaigns are typically photographed within the studio environment with control of all elements producing a slick, clean image.

This season Miu Miu with photographer Steven Meisel has stepped out into the New York cityscape, challenging traditional advertising techniques. The campaign titled ‘Subjective Reality’ is “a rejection of overly determinative technique and academic notions of composition” (Singer 2015). The colour toning of the stills and film for the campaign has a cinematic colouring, even reminiscing to an earlier time in the 20th century. Typically, Miu Miu’s models have very doll-like appearance, a quirk that has continued into Meisel’s latest work, this is a consistent branding through Miu Miu so their new campaign will be recognised under their brand despite its’ new aesthetic.

With their new direction in campaign, Miu Miu opens a new lifestyle for its consumer groups. As Yotka (2015) notes;“High glamour, and the falseness that comes with it, has largely been displaced by a version of reality that allows viewers to imagine ad campaigns taking place in their worlds.” They are breaking down the barriers of luxury fashion. No longer is it just targeting luxury consumers but they are aiming to attract middle class consumers.

“If this Fall’s campaign proves anything, its that fashion advertising is up for a change.” (Yotka 2015) Creating a new reality… “that is aspirational and relatable” (Singer 2015). Street photography has a very candid style and this is seen in Meisel’s composition and framing. Singer (2015) states “The street photograph represents a more immediate, engaged, lived art.” The viewer relates well to situations that are relatable, an idea they could see themselves in prompting them to buy into the lifestyle.

“High glamour, and the falseness that comes with it, has largely been displaced by a version of reality that allows place in their own worlds.” (Yotka 2015) Not many consumers are buying into the fabricated world of advertising and Miu Miu has attempted a way to respond to this. The question will be, how successful will this campaign be…?

Singer, O 2015, Lessons We Can Learn from Miu Miu’s Subjective Reality, viewed 17 August 2015, < http://www.anothermag.com/fashion-beauty/7529/lessons-we-can-learn-from-miu-mius-subjective-reality&gt;

Yotka, S 2015, Taking It to the Streets: Fall’s Best Campaigns Aim to Hold a Lens to Reality, viewed 20 August, < http://www.style.com/trends/industry/2015/fall-2015-ad-campaigns-fashions-new-reality&gt;

Yotka, S 2015, Taking It to the Streets: Fall’s Best Campaigns Aim to Hold a Lens to Reality, viewed 20 August, < http://www.style.com/trends/industry/2015/fall-2015-ad-campaigns-fashions-new-reality&gt;

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