时尚圈2019秋冬广告大赏:颜值和腔调,总要有一样
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2019 | Vol.47
今天聊的广告主题用千颂伊的话来说,就是“好看就行”。是不是咖位越大,广告就会越好看?不一定,有的大牌也不知道是墨守成规或恃宠而骄,永远都是一个套路;有的则非常把握当下潮流,也从侧面体现了官方的企图心。
以下就是充满个人色彩的2019年秋冬广告评(tu)点(cao)。
“哎呦不错哦"
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Gucci
你Gucci还是你Gucci,只要Alessandro Michele还在一天,Gucci就永远不会无聊或老土,最多是莫名其妙和用力过猛。
好在这次19秋冬广告的水准还是相当不错的,上面两张的复古色调感觉已经用了N季,Gucci可能做了个色板每一季都往里套吧。尽管如此第一张的角度还是惊艳了,接下来可以考虑向昆丁学习来个从后备箱仰拍的镜头?
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Alessandro Michele这次广告融合了50-80年代的时尚,把LOGO做成标题,让广告变成故事。哦某一张片子的C位俨然是位大码模特,Gucci的政治正确敏感度还是很可以的嘛。
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Balenciaga
两个月前Balenciaga的第一波秋冬广告我超级喜欢!艺术家Jean-Pierre Attal本就以呈现当代社会之间人与人之间的关系出名,上面广告装个框调调色完全可以挂去美术馆里展览。
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Jean-Pierre Attal摄影作品
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然而有个问题叫做不接地气。虽然原野沙漠峭壁把气氛烘得很到位,可看起来太像神盾局召唤出来的一群复仇者了,完全没有日常穿着的想象空间。于是前几天Balenciaga又出了一组极其生活化的秋季广告,让模特化身成各种各样的都市情侣,给大家看看所谓的Balenciaga CP,以及爱情的多种呈现方式。
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Valentino
准确说是Valentino X Undercover的2019秋冬男装广告。去年Valentino的总监Pierpaolo Piccioli在东京碰上Undercover的主理人高桥盾,这命运的邂逅就带来了后续的合作——Pierpaolo Piccioli半夜想想可能会笑出声,想到Louis Vuitton和Supreme的成功,这种天上掉下一个大潮牌的好事可还行!
但上季的秀场还蛮失望的。Valentino的廓形加上Undercover的图案,最后蹦出一个Riccardo Tisci时期的Givenchy。说是要向爱伦坡和《发条橙》致敬,但用的方式是最简单粗暴的那一种,就是直接印照片——哎之前Raf Simons的Andy Warhol系列也是这么干的,然后就没有然后了啊。
说回广告。UFO是高桥盾很喜欢用的元素,而时空旅行则是两个品牌共同确定的主题。整套照片很Gentle Monster,反正什么都像,也拍得不错,就是不剩多少Valentino了。
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Fendi
用两个字来概括Fendi的广告,就是“聪明”。我是真喜欢这种简简单单玩一个小把戏,就能从整体上脱颖而出的伎俩。其实超级简单的,就是纸叠纸,可就是比平铺要好一百倍。
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Loewe
Loewe就不止聪明,而是有格调的智慧了。《Vogue》御用摄影师,BOF500之一的Steven Meisel掌镜,加上彩妆大师Pat McGrath,整个广告都极其有质感,且姜黄色也足够抢眼。虽然我是没看出来和Loewe有什么关系……可能就是传达一种“我和我的广告品味一样好”的信息吧。
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Miu Miu
能把少女感拍得最高级的品牌没有之一,用电影来做比就是索菲亚·科波拉的《牡丹花下》。
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然而Miu Miu广告最大的问题(也不止是这次,每次都一样)就是完全不能带产品。没有包包特别美好宛如剧照,一摆上就整个扑街,小仙女们顿时迷失在物质世界,整个故事也变成了《成长教育》。
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Jil Sander
啊,啊,啊,太好看了(迷恋到失语的状态)!!!
不愧是Jil Sander,四两拨千斤就拍出了油画般的质感,整个感觉让我想到今天刚追完结局的《Big Little Lies》。只是更多了点虚无和冷漠的感觉,好吧其实我也不知道在说什么,就是随便吹吹彩虹屁……
“It's OK...or not"
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Raf Simons
说实话完全没有任何创意点,但Raf Simons出马,整体水准还是蛮不错的。何况本身设计又这么好看,上面那几身衣服从头到脚都很想要!
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Burberry
看完以后就很想发一个巨大的“哦”,没了。
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YSL
赢了,冲着基诺·里维斯这张脸就赢了。没有排版没有配色就是一个标准得不能再标准的YSL样本型广告,但人家就是能从全世界找出腔调最好的一群人,想把这张做成海报挂在床头!
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Dior
有一套Jennifer Lawrence的就不放了,真是怎么看都怎么无感,什么时候能和她取消绑定啊……不上升本人可就是不够Dior啊。上面这套广告第一张还是蛮有feel的,可越往下看就越别扭。
我很理解且支持时尚品牌宣扬女性主义,问题不管想表达什么,可以不要这么直白吗?Dior这几年很多广告和单品都是狗血剧的脑回路,凡是有巨变就必摔碎茶杯,凡是提前回家必捉奸在床,凡是反派必发出阴森冷笑。由此可推,想证明Girl Power就要穿"We Should All Be Feminists”,或是展示自己的二头肌力量,其实有点没劲的。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrNVUpY95IhkiavWg8Ekpm4DJoCvbMWibINA4Xg1dcVtsBuRlRfvveZ3RU9AuTeiacWSPlJ6BxjuxaEJQ_%7C_640%3Fwx_fmt%3Djpeg.jpg)
👆这是我喜欢的不敲锣打鼓却依然传递女性力量的好样本,怀念曾经的Celine。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459V8icTHUSrHwzsX5OBoawwSF2renuzdecpqNWV4NtUXmbuy8j13bBQPug_%7C_640%3Fwx_fmt%3Djpeg.jpg)
不过比起Dior男装广告已经算良心了。这张除了手写风的字体外,别的实在太无聊了……
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VWvAswBlJ55SHibkddibZD1LYcbr7ZiahtPAK33qtgVNmVz6VPlibZhic7OQ_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459Va0dR0jkH3gpFM6OPo7RSfibm6vqvAibO6mzwlW2qcsEmeaDYwWCaibOSw_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459Vqh7g9z3lcJy7A5CTJm3YVXvhicuUwZ5luGzBgDNprlErZOibmicRHnlUg_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459V6Wb3bm5tvt9kFe9YV3omQZ4ia4eMGKqicVxpapVJoK0sPzyq9Tmd1HMQ_%7C_640%3Fwx_fmt%3Djpeg.jpg)
Prada
好吧我收回说Dior男装广告无聊的话,Prada这才叫真·一板一眼。唯一的贡献可能是展示如何多人站位拍照。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VBKnBp5yz8DGhpdicVRWdicVCm3SBsNHaptFmmAc2Dic4MJgu1sF4vvPRw_%7C_640%3Fwx_fmt%3Djpeg.jpg)
当然比之前的好多了。Prada上面这张广告真是理解无能,网上看见就很???商场店铺外面看见巨大的实物更是扑面而来的我的妈啊……刘雯随便拿张Ins照片都比这好看一百遍吧!
PS. Prada还有一版秋季广告是CXK,相信该看的都已经看过了,没看过的可以自己找来看~
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VFoxSzicKJ9nibwOvtBJOu8NVbhBqPrqS9GVSfBzQVEcwfWCJ0YOP0I3A_%7C_640%3Fwx_fmt%3Djpeg.jpg)
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Ferragamo
左边跟Prada一个水平,右边则是很正常的Lookbook,拼在一起倒是升了级,字体能竖放后转90度后再升一级,大概就是从50分到70分吧……
“Surprise"
///
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MCM
考虑到MCM以前惨不忍睹的广告水准,这次的秋冬广告真是非常惊艳了。然而这套让我想到了Prada Linea Rossa的19春夏广告,也不知道时尚圈里这样的相似算不算借鉴?
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrNVUpY95IhkiavWg8Ekpm4DJOmM70Xv2kHyplrumCanMuNryKOedtNSST5xSNdyiam8m9wL0szWj9xA_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VOpaIiaUHx9t91sbHmGE90DDQyTuWzkRtLghtw5EANXakdbXibnvGuBnA_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VR5bBFHbxkjIDTKvMJJtcEBEC8PXaNsfiaq6ytQbliasRiaQlKPz9Z9rxw_%7C_640%3Fwx_fmt%3Djpeg.jpg)
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Maje
Maje的小裙子越来越好嫁风,广告倒是很眼前一亮:反复确认不是哪个博主的Ins照片,而是Maje非常亲民的一招,在电梯里穿着漂亮衣服自拍的场景,很容易就会心一笑。以及还传递了一条很重要的信息,遛狗要牵绳!
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VEiaDO1JjfiaLN3aibeyc6TdfiaGSpMx9rB8mIUncc6lSy2IXBdUPmjkJ7g_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VuMPKUNoMVicLj43AGFQmdZjNUXicUJlmPNa35YEbEJ5kZicHNmQouUqrw_%7C_640%3Fwx_fmt%3Djpeg.jpg)
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Marzook
以手拿包出名的Marzook,找了业内视觉工作室Plastik Studio做了19秋季的广告图,这也太《布达佩斯大饭店》了吧!
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459V0nGia5YnOI6ktibO6mqtRkhkS3Bpr7uE3QkNSBV6t6lQQ3XUqDXFn5jA_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VpmNyc9cC2PE1ls7vverSB0u8icmpYDcgUP7KRz1IM3ia3Wr8E1dPmDmA_%7C_640%3Fwx_fmt%3Djpeg.jpg)
当然看多了也有点视觉疲劳,比如帮一个皮具品牌Le Marais 101拍的平面广告几乎是一个套路,整体感大于产品和品牌本身,还有点不食人间烟火的AI气息?反正让我想到了《西部世界》或是《银翼杀手》之类的片子……Marzook这种本身包包冰冷的还算适合,别的品牌就有点怪了。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_gif_%7C_O6ra1QOTQrOyqcQ8icrW5icnMkJqbR459VamXloUsUpKRX97GvGEUX9nf8s4L7XFRLdibSWDKmVyqQ6S9wbbRzyOg_%7C_640%3Fwx_fmt%3Dgif.jpg)
Goeie Katoen
独立品牌Goeie Katoen——名字意为Good Cotton,秋季广告也深得我心,果然Prada这样的大牌还是比较端着,设计师品牌就放得开手脚,各种旋转跳跃我不停歇,顺便还秀了一波它家的衣服又软又实穿。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrNVUpY95IhkiavWg8Ekpm4DJAwF3YDHHX5GmicPcSiakvItm5ibGsG2U8tbgXIApkCqSusibmbuEnZbqyg_%7C_640%3Fwx_fmt%3Djpeg.jpg)
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrNVUpY95IhkiavWg8Ekpm4DJsXP5MtwMI5OqSBAEAvqVOHJ2kTOpISTI7WYDCh2zvuzlhGRwOu6k6Q_%7C_640%3Fwx_fmt%3Djpeg.jpg)
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Y/Project
油……作为一个刚在周末玩过恐怖剧本杀的人,看见这种模特忍不住抖了一记。整套广告还算蛮有想法,也顺便精准定位了受众——能欣赏这些照片的同样会喜欢他们的东西。还有很多张别的但实在太暴露,我决定还是不要冒险Po上来。
Moschino
最后放一个Moschino的视频广告。以Gigi Hadid为首的超模们把婊气十足的感觉演得很到位,整体再做旧一点就更好了。以及现在这种美式复古风格也算不上时髦了,或者说它的呈现感还不够地道,请往前拉去看看Gucci的正确示范。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_nQEJicQRRURq5xWbLE8OGQFPRZhHdnRWnic6VwsibqTYKaAdK36uFcE8kM74oTnHqcaviagcAJicr9l0sESzp86SEWg_%7C_640%3Fwx_fmt%3Djpeg.jpg)
时尚圈向来有走在前面的好传统,半年或几个月前发布的19年秋冬广告,现在翻出来倒是正好。和以前不一样的是除了YSL那张基诺·里维斯以外,明星效应越来越弱,再也没有例如Kate Moss一人扛全部的神话发生。大家想看的不是某个人,而是某种感觉——不止是“我很高级哦”,还要有努力的感觉。
找一堆模特前前后后站着,分左右两格那样的广告,看起来已经有点应付了。让时尚品牌像乙方一样绞尽脑汁出方案,用心思来给惊喜,这才是我们想要的用户体验。
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrMxD2eKBkr0Dv029UW994rK4ibshpqs0nOj57DMQlbgNfSk6lWhcUdgzAjO9kOib82gicA4Nu0JyyGFg_%7C_640%3Fwx_fmt%3Djpeg.jpg)
虽然还没到月底盘点的时候,但我实在想大力推荐一部电影!《The Farewell》,中文名叫《别告诉她》,华裔女导演+全华裔阵容,被《纽约时报》夸赞也在圣丹斯电影节上得到了很好的反馈。我去看的时候整个电影院几乎坐满,大部分是美国人,散场还有好些人坐着不走。连《罗马》的导演阿方索都说“这是近期我看过最感动的电影”,在我心里简直可以拿奥斯卡提名的水平!
电影根据导演的真实经历改编:导演本人的奶奶得了癌症,家人决定不告诉她。片中的女主从小在美国长大,对这种隐瞒非常不理解。回国后发生的很多文化差异事件都又好笑又戳心,结尾更是神来之笔,我和女主一样完全被击碎了固有认识……有机会看的一定不要错过!
![](http://static.careerengine.us/api/aov2/https%3A_%7C__%7C_mmbiz.qpic.cn_%7C_mmbiz_jpg_%7C_O6ra1QOTQrPOjg07V3Zgy16BDpWHs4kntq54dCQPMoamtlraWeS8whFOCKILLBHibibO8rBjRmXGVAUl7RYeLVvg_%7C_640%3Fwx_fmt%3Djpeg.jpg)
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PINKGAL
[ Something Pretty ]
网红 | 优衣库 X KAWS | Kenzo
Woody Allen | Rihanna | 私密话题
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版权声明:以上内容为用户推荐收藏至CareerEngine平台,其内容(含文字、图片、视频、音频等)及知识版权均属用户或用户转发自的第三方网站,如涉嫌侵权,请通知[email protected]进行信息删除。如需查看信息来源,请点击“查看原文”。如需洽谈其它事宜,请联系[email protected]。