Fragrance Ads Love Flesh

As research for my next module which is based around fragrance, I have been looking into fragrance ads and have been trying to underpin some of the key themes within them. As I have been doing so, I have picked up on quite a few trends, one being the use of flesh within styling. Within both male and female fragrance ads the models featuring are often naked or not far from. I'm sure you'll agree, just by having a browse through some of the ads I have selected below this trend has been taken on by so many brands within their fragrance ads and is possibly becoming a little overdone.

Fragrance ultimately boils down to the desire to feel and smell fresh and clean and bare flesh connotes this craved for purity and freshness. We often associate bare flesh with cleansing and bathing, for example showering or swimming. I feel that within these ads flesh is used to represent the purity and freshness of the fragrance it is advertising, which is what we as consumers yearn for from a fragrance. Many fragrance ads are also based around fluids and liquids, whether that be a pool or the sea and so the use of bare flesh is relevant within these settings, which could be another reason behind why flesh as a styling technique is used time and time again amongst fragrance ads. Fragrance often connotes sensuality, consumers use perfume as a way of satisfying their desire to smell attractive and appealing. Therefore by using flesh within their ads, brands are promoting their fragrances as something the consumer can use to feel sexy and attractive (something along the lines of "If you wear this perfume you can have this figure too"...).

I have also noticed that many fragrances aimed at men use female models within their ads, for example Tom Ford For Men and Obsession by Calvin Klein (please see below). However this idea reversed, a male model used to advertise a female Fragrance I didn't come across. I found it really interesting that within these fragrance ads it is the women who are sexualised and I am yet to come across a female fragrance ad which features an alone male model. Having said this I have picked up on a quite a few female fragrance ads which feature a fleshy male and female together, such as Guilty by Gucci (please see below). However I feel that rather than portraying the models as objects, the mixed gender ads are used to create a feeling of romance and sensuality. 

Tom Ford - For Men

Moschino - Couture! 

Tom Ford - Black Orchid 

Marc Jacobs - Bang

Calvin Klein - Obsession

Prada - Candy Florale

Dolce & Gabbana - Light Blue 

Chanel - N°5

Bvlgari - Jasmin Noir 

Dolce & Gabbana - The Fragrance Collection By D&G

Gucci - Guilty 

DKNY - Be Desired 

Chloé - Chloé 

Dior - Addict

Roberto Cavalli - Just Cavalli

What are your thoughts on this styling trend, has it been overdone within the fragrance industry or could it work if it's revamped and innovated upon? Follow my Pinterest for many fragrance based boards to be created and worked on during the coming months.

Love, Isabella x

Photo Credit: Google images 

Calvin Klein - Ad Campaign Spring '16

It would seem that yesterday was a big day for it girl, Kendall Jenner, not only did the young model appear within Chanels haute couture Spring '16 show, the Calvin Klein Spring 16' campaign she features in was unveiled! Just as you think that Calvin Klein couldn't possibly release yet another celeb festered ad campaign they do it again, and somehow it just works, as always.

I must say regarding Calvin Klein's ad campaigns, the brand is admirable. It makes sense doesn't it, why hire models when you can hire a whole bunch of followed celebes who will splash the images, videos and specified hashtag ALL over social media? The below images featuring Kendall Jenner and Justin Bieber were posted onto Instagram by the stars themselves, where they currently have a joint following equating to an immense 102.8K. Although it was Jenner and Bieber who teased us by releasing the first images of the campaign, shot by photographer and filmmaker Tyrone Lebon, they are not the only famous faces to star within it. Rapper Fetty Wap 'makes money' in his Calvins, actress Abbey lee Kershaw hypnotizes in her Calvins and artist FKA twigs 'breathes' in her Calvins. 

The idea behind the campaign and the hashtag '#mycalvins' is that social media users are urged to share photos of themselves wearing Calvin Klein apparel and fill in the blank with what they do whilst wearing their Calvins which intelligently, I may add creates a platform of free advertisement for the company. 'Millennials reject labels when it comes to their own identities, and they want products that are personalized and individual...We have to recognize that people don't want traditional one-sided advertising anymore. Instead they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist. Judging by this statement made by the CMO of Calvin Klein, Melissa Goldie this campaign is clearly aimed at the millennials and I feel that the it has been perfectly crafted with this in mind. Within a press release Melissa Goldie also said 'This campaign is representative of how culture is evolving as we speak,' she continued 'We're bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation.' 

I really love this ad campaign and would even go as far as saying for me, it has topped all previous Calvin Klein campaigns. I not only love the styling, photography, minimalism and the interactive aspect of it but also the ideas and thoughts behind the campaign as a whole.

Love, Isabella x

Photo Credits: Instagram, Observer.com