market my world

french connection – love their trendy yet classy style.  they’ve really changed up their ad campaign this year; steering away from typical fashions ads with glamourous setting and pretty young models to something like this (from spring/summer 2010):

‘this is the man’

cleverly entitled ‘this is the man‘, french connection has created two sets of campaign to effectively target the man or the woman.  looking at the overall composition, the backdrop is nothing fancy; no time square, no bright lights, just a plain background which lets the viewer concentrate on the clothes.  its simplicity is visually captivating and the captions are quite witty and humourous.  who would’ve thought that a rugged, bearded man can dress so well!  he’s definitely not the typical handsome man we see in everyday fashion ads, but his appearance gives me a sense that he’s intelligent and ‘knows what he’s doing’, which seems to fit so well with french connection – it’s classy yet quirky.  the irony with the man wearing bunny ears and the caption “man should be brave” is quite comical.  it’s kind of like when people say “only real men wear pink” – this man isn’t afraid to be himself and that’s what the man or everyman should be.  even though he’s not the typical man that every guy wants to be, the guys can definitely learn from this man – he’s even giving out advice to other guys to “eat meat.  dress well”.  this campaign surely is no typical fashion ad – it’s quite eccentric and thought provoking.

and ‘this is the woman’

again, this model just looks like a typical woman, which brings out the stars of the campaign – the clothes.  i just think the caption matched with the photo is so cute – this woman looks bored.  dance or something. kind of brings out the innocent look every girl has and this is the woman.  she is knowing we are looking. shows the curious side.  and it seems like their ads are working pretty well because their fall/winter 2010 ads continues to incorporate those witty captions, but i wonder how long they can keep this concept up for…