![]() For brands like Louis Vuitton, the recent appointment of Pharrell Williams as creative director signals doubling down on hype and entertainment as a strategy to stay in the limelight. Meanwhile, luxury brands are at crossroads. In fashion, micro trends such as 2014 Normcore, or more recently Cottagecore, suggest that being cool can lie in being indiscernible from the masses, or adopting an old-fashioned style. Recent trends also point towards an influencer backlash and de-influencing. getty The Rise Of Low Hype And Deinfluencing Modern rural fantasy, pastoral aesthetic. peasant dress and with flowers enjoying nature on country farm. ![]() Yes, recent data about drops, especially on the sneakers market, point towards the end of a speculative bubble.Ĭottagecore, Countryside aesthetics, Farming, Farmcore, Countrycore, slow life. Scarcity encourages consumers to buy new drops regardless of the intrinsic quality of a product. Scarcity being one of the defining factors of luxury, relying on limited editions helped some high street and premium brands gain cult status usually only enjoyed by luxury brands. Popularised by streetwear brands of the likes of Supreme, drops can be a way for mid-range price brands to achieve the desirability of luxury brands. (Photo by In Pictures Ltd./Corbis via Getty Images) Corbis via Getty Images Peak Hype?Īmong the signs that we may have reached peak hype is the fact that drops and collaborations are increasingly questioned by fans and experts alike. The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant advertisement campaigns of all time though two of the Marlboro cowboy actors died of lung cancer. The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine. The image involves a rugged cowboy or cowboys, in nature with only a cigarette. The Marlboro Man was first conceived by Leo Burnett in 1954. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. A Phillip Morris ad using the famous Marlboro Man cowboy character on a downtown Atlanta billboard.
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