“There is no way you’re going to get a quote from us to use on your book cover”

Metropolitan Police spokesperson regarding Banksy “Wall and Piece” book, 2006

Very controversial yet subversive, street art tends to challenge art itself by situating it in non-art contexts. First known as political or social slogans graffitied onto public walls, street art now still include graffitis, but also street sculptures and installations, LED art and guerilla happening just to name a few of them. The street is not only the best way for a street artist to reach its public, but also to start conversing with it.

When some street artists use “smart vandalism” to raise awareness on a particular issue, others see urban spaces as a privileged location to express themselves and be heard. Finally, street is a cheaper canvas for people who cannot afford buying material, allowing art to be accessible for everybody. Legal definitions may consider that street art is a form of vandalism and it is still prohibited to make graffitis is some cities. Regardless this controversial vision of street art – some people see it as a crime, others consider it as art – , marketing professionals have been starting using methods inspired from it. Called “guerilla marketing”, these methods promote a brand in public areas, taking advantage from the fact that there is almost no competitors using this canvas.

Banksy, Ramallah Checkpoint, 2005

 Banksy, Ramallah Checkpoint, 2005

Banksy, Marble Arch, London, 2004

Banksy, Marble Arch, London, 2004

You and Me, Zhang Zhaohui, Dashanzi Art District, 18 April 2013

 You and Me, Zhang Zhaohui, Dashanzi Art District, 18 April 2013

Mini Countryman snowball located in front of Macy's, December 2010

Mini Countryman snowball located in front of Macy’s, December 2010

Mini Countryman, marketing campaing held during the 2010 Geneva International Montor Show

Mini Countryman, guerilla marketing campaing held during the 2010 Geneva International Motor Show

Advertisements

Brands are social constructs that exist in the consumer’s mind. It is something intangible, the feelings and thoughts we all have about a company, a product or a service. Strongest brands have been building their image throughout the years. They have been strategically intelligent enough to constantly evolve in order to suit changing market conditions.

The peak of a brand occurs when the image of the product itself creates a wealth of values and imaginary to customers. The product speaks for itself and there is no need for further explanation.

Chanel Coco Noir 2013 adChanel Coco Noir, 2013 ad

Lady Dior 2011 ad

Lady Dior bag, Christian Dior, 2011 ad

 mcdonalds 2013  ad_2 mcdonalds 2013 adMcDonalds, 2013 ads

Family has always been part of advertising campaigns. While after the industrial revolution it was often portrayed to emphasize the traditional roles of each members, publicists are now playing on its representative and symbols. When family is still represented in a stereotypical way in more conservative countries, our occidental cultures make fun of representations. Even if, according to some sociologists, collectivitstic societies gain more succes with family advertisements, our reputably individualistic ones have begun to play with family symbols and the roles and hierarchy of its members.

Petit Bateau, a French apparel brand launched in 1920, uses family members from all ages to demonstrate that its multi-generational style remains timeless while Dolce and Gabbana plays with the imaginary around Italian traditions.

TOMMY HILFIGER FALL WINTER 2011 CAMPAIGN

Tommy Hilfiger Fall/Winter 2011 campaign

Dolce and Gabbana, SS2013 campaign_www.designscene.net

 Dolce and Gabbana Spring/Summer S2013 campaign

Dolce and Gabbana SS2012 campaign

Dolce and Gabbana Spring/Summer 2012 campaign

Missoni, SS2010 campaign_www.fivefivefabulous.com

Missoni Spring/Summer 2010 campaign

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Petit Bateau 2011 campaign

petit bateau 2009 campaign

Petit Bateau 2009 campaign

Aigle FW 2012 campaign

Aigle Fall/Winter 2012 campaign

Sandro 2011 FW campaign

Sandro 2011 Fall/Winter campaign

Since he launched his own affordable fashion brand, “Karl”, in 2011, Karl Lagerfeld has been even more exposed in the media, until becoming a fashion icon. What a  360 change when you think that he was seen as a caricature of himself only a few years ago! The mystery that surrounds him – he refuses to disclose his true age and we know very little about his childhood and family -,  his unusual sense of humor and the fresh and innovative collections he designs for Chanel helped him to modify his image lately. In 2012, his collaboration with the Japanese makeup brand Shu Uemura was attended by all beauty gurus, while most fashion bloggers wear a Karl tee. Karl has become a trend, a fashion product that we need to display to prove that we are “à la mode”. A strange and difficult posture for our Chanel ambassador, which acts in contradiction with the famous “la mode passe, le style reste” (Gabrielle Chanel).

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Tokidoki for Karl Lagerfeld, 2013 (pictures taken from http://www.karl.com and http://www.tokidoki.it)

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Optic 2000, a French optician, recently set-up a game called “I want Karl’s sunglasses”, that allows participants to try to win a pair of Karl’s legendary sunglasses (www.jeveuxleslunettesdekarl.com)

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Karl Lagerfeld creating a buzz by wearing a “Karl Who?” bag, 2013

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Last year, a friend of mine showed me a picture of a cat wearing a wig. At first, I have to admit that I couldn’t believe it! After a good laugh, I then discover that dressing up your pet was actually a new trend. Even the Huffington Post recently published an article called ” Dogs wearing pantyhose: Owners put tights on their canines in China“!

Glamourpuss, the enchanting world of kitty wigs, July Jackson and Jill Johnson, 2009

“Glamourpuss, the enchanting world of kitty wigs”, July Jackson and Jill Johnson, 2009

Huffington Post, 04.05.2013

Slidshare published on the webpage of the Huffington Post, 04 May 2013.

It is not something new as painters and illustrators have always been interested in the relationship between human people and their pet. One example would be the drawer Louis Wain, well-known for his  anthropomorphised large-eyed cats playing golf or smoking a cigar:

Cat with a Cigar, Louis Wain

Cat with a Cigar, Louis Wain, 1905.

More recently, it seems that the increasing number of fashion blogs led bloggers to find new ideas and concepts in order to attract audience. The blog Menswear Dog, created by the New-Yorker Dave Fung at the beginning of the year, has already attracted more than 500’000 visitors. During a Saturday afternoon, Dave and his girlfriend decided to dress up their shiba inu Bodhi with Ralph Lauren, Levi’s, Gant, Prada and other stylish vintage clothes. According to Rosanna Casper, guest blogger for the Bridal Guide website, cats and dogs are also invited to suit up for special events such as weddings…

Menswear dog

Menswear dog 2

Menswear dog 3 Menswear dog.4Pictures from the Meanswear Dog blog.

Bridalguide.com (Dottie Photography) Bridalguide.com

Pictures from Bridal Guide online.

Cat café in Tokyo, psychologists for cats and dogs, spas and TV channels dedicated to pets… when a new Pet fashion week?