‘Who do you think? Naomi or Kate? Or maybe that new Polish girl. You
know, the one Versace and Donna Karan use. We’ll get Bruce or Herb or
Patrick or Guiseppe for the shoot. Check who’s available. But I tell you
what, it just has to be Justin on hair. Justin’s hair is so ‘now’. What
about copy? No, no copy, just our logo - big, at the bottom of the page.
And so another fashion ad is born. Inane. Pointless. And identical to
all the others that will appear in the same magazine. Same layout, same
photographers, same locations, same models, same poses.
I’ve always imagined playing a game with fashion photographers. Get them
all together with their portfolios, gather all their pictures into one
big pile and then ask them to sort out whose are whose. No hope. Not a
Or get all the fashion marketing directors together to do the same with
their ads, covering up the logos. And watch them stagger about
scratching their heads.
Here’s a scary thought: maybe I’m wrong and these poor deluded souls
really can spot the minute differences. Maybe they really believe that a
wink or a hairstyle is an advertising idea.
Well, if so, they’re wrong. Research group after research group has
proved it. Everyone’s bored by fashion ads, everyone wants a change.
Everyone, that is, except the fashion industry darlings. Up in their
ivory tower, they simply refuse to believe it. Question their attitude
and they explain that fashion is different. It’s not like other
advertising. I agree. Fashion advertising is different. It’s absolute
Fancy a rant? Send your 300 words to Diary Editor, 174 Hammersmith Road,
London W6 7JP