Spanish retailer Mango is tapping into fashion’s current mood for individuality by launching a campaign that celebrates the personal style of a diverse, albeit model-esque, cast.
Told in four chapters, A Story of Uniqueness follows eight influencers around Venice Beach, Los Angeles, where they discuss embracing their own talents and strengths through the power of dress. Campaign stars include Indian model Bhumika Arora, veteran model Andre van Noord, and 63-year-old author of fashion blog Accidental Icon, Lyn Slater. For more on age-defying influencers, see Instagangs: 60-Plus.
Mango’s campaign is just one example of how the industry is breaking away from its reliance on trends. In January 2017, French fashion house Vetements used personal uniform to explore the link between identity and dress for its Autumn 2017 show, while Gucci’s endless catwalk looks inspire its customers to cut-and-paste elements of style, rather than purchase entire outfits.
With consumers increasingly valuing sustainability and quality over fast fashion, shrewd brands would do well to guide consumers on ‘how to wear’, instead of ‘what to buy’. Fast-fashion favourite Zara has recently utilised personalisation tactics, offering interchangeable flaps and handles for classic bag designs. Similarly, London-based denim brand M.I.H Jeans’ Denim Girls project allows buyers to customise jeans with embroidery, patches and applique.
See The New Fashion Landscape: The Anti-Trend for further exploration of this shift. For more on how brands are deploying personalisation, see Co-Create with Gucci, The Messaging Opportunity and Personalising E-Tail.