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Comment counts: What Jigsaw can teach us about the need to challenge fashion stereotypes in advertising

There’s an air of creative conservatism in today’s fashion campaigns, with little or no meaning behind the majority of them, says Neil Simpson of The Corner. Using Jigsaw as a point of reference, he proves exactly why brands need to stand for something in order to stand out.


Jigsaw_StyleTruth

Step onto London’s Oxford Street at any time of the day, any time of the year, and it’s not just packed – it’s heaving. Heaving with people filling their hands with bags of high street fashion and cosmetics, and you can bet your bottom dollar they’ll be back again in a couple of weeks for their next fix of retail therapy.

So much so, “Fast Fashion” has been the dominant system on the high street for around 15 years. Recognised names ruthlessly replicate catwalk fashion at speed and manipulate the high street with a relentless stream of low-cost fashion. As such, consumers are charged with a “Buy, Dispose, Repeat” mentality.

As one of the founders of The Corner, an independent advertising agency, I’m concerned with how this has left a very saturated – and very bland – advertising landscape. Fashion ads are increasingly conforming to a world that is disposable and homogeneous, and this has bred an air of creative conservatism across fashion campaigns. With little or no meaning behind them, the majority of ad campaigns become shop windows to introduce a new range – failing to provide the brand with the substance it needs to stand out in the fashion world.

In this digital age, it’s no longer enough to simply advertise product. Brands need a platform that brings the whole company together, integrates everything it does and stands for and, most importantly, creates a sense of purpose. This is exactly what we embedded into our creation of Jigsaw’s brand essence, “Style and Truth”. This core idea now provides the basis for everything from a new collection to a window or collaboration, as well as Jigsaw’s ad campaigns.

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Style and Truth is based on quality and permanence in the face of superficiality, speed and short-terms – something human, contemporary and provocative that empowers people not to follow the herd, but to instead discover their own style. And there doesn’t have to be fireworks, rainbows and unicorns either. Simplicity is the very spirit of style – and no matter the newest fad, trend or seasonal craze, style is perpetual.

Style is also very personal. But how can brands promote such a personal message? By encouraging controversial thinking. Our launch of Style and Truth displayed bold and oxymoronic visuals, which defiantly went against typical fashion slogans. Regardless of what’s ‘in’ or what’s ‘back’, Jigsaw is challenging the fashion stereotypes and standing out.

This in turn set the scene for Jigsaw’s “For Life Not Landfill” campaign, which championed the durability of quality, ethically sourced statement pieces. Likewise, with our most recent “Lived Not Modelled” campaign – during the initial brainstorms we thought if the clothes are worn in normal situations, in contrast to the glamourous Monaco poolside shots everyone expects, it would permit freedom for the models to freestyle on the shoot. The result was an authentic and refreshing final piece of work.

“Following fashion” is the very phrase fashion brands need to get away from in order to truly define themselves. Feeding this mindset into Jigsaw’s recent advertising campaigns has helped The Corner portray a unique style that the brand’s customers can identify with.

Fashion brands must stand for something, in their advertising campaigns and beyond, or else risk fading into the crowd.

Neil Simpson is the founder of independent advertising agency, The Corner. Comment Counts is a series of opinion pieces from experts within the industry. Do you have something to say? Get in touch via info@fashionandmash.com.

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Data anchors Lyst’s tongue-in-cheek debut campaign

Lyst Ad- Pointless

Fashion e-commerce platform Lyst has launched its first-ever ad campaign, cleverly tying data insights into a provocative series of images.

An irreverent take on traditional fashion advertising, it sees glossy high-production model shots teamed with overlaid phrases pulled from intelligence in the site’s search terms.

“Pointless” and “Rip Off” are just some of the unexpected headlines. They in turn refer to ideas like the six-fold increase of shoppers searching Lyst for Velcro shoes, or the growth in square and round-toe shoe sales.

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There are 10 images in total, each of them shot by British fashion photographer Charlotte Wales. Other tongue-in-cheek taglines include “Bell End”, “Get High” and “On Your Knees New York”, relating to kick-flare trousers, high-waisted skirts and over-the-knee boots.

Chris Morton, CEO and co-founder of Lyst, said: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behavior. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”

Though an online-only brand, the campaign, which was executed with creative agency Anomaly, will appear in “real life” on billboards and wild postering in both New York and London over the next month, as well as in print, on taxi wraps and through some experiential street marketing.

Lyst Ad- On Your Knees

Lyst Ad- Wrong

Lyst Ad- Get A Wax

Lyst Ad- Rubber Up

Lyst Ad- Drop More Acid