Ads are in Fashion
Fashion Advertising. ~10 minute read 🕙
Storytelling
Stories are crafted to make people feel something. When ads appear on TV, billboards, or digital banners, they're designed to stir emotions and create a narrative that resonates with viewers. The type of media used amplifies the emotional impact. In fashion advertising, this storytelling communicates a brand’s identity, ethos, and origins.
Fashion ads hit differently because they touch on universal desires. Open a fashion magazine like Vogue, and you’ll see impossibly perfect models draped in designer wear. The message is clear: wear this, and you could be just as perfect. It's aspiration sold through glossy pages.
The psychology is straightforward: “This Gucci jacket will elevate my style.” Fashion ads follow a familiar formula—models in designer outfits set against striking backdrops. Every detail, from facial expressions to props, is meticulously curated to communicate a story. Creative directors understand that these elements collectively build a brand’s allure.
The conversation sparked by the ring is hugely more informative about the wearer than the product’s physical features or apparent cost
Clothes are just fabric—until a brand breathes life into them through storytelling. That Gucci T-shirt isn’t just a T-shirt; it’s a symbol of success, style, and perhaps even hard-earned opulence. It’s a narrative waiting to be worn.
Evoking Emotions
They say a picture is worth a thousand words, and in fashion ads, those words often translate to “status,” “perfection,” and “desirability.” Consider a Louis Vuitton campaign: no tagline needed—the image itself conveys luxury.
Media selection is critical. Brands use video, static images, or short films depending on the story they want to tell. Elements like lighting, color schemes, and even the models’ expressions are carefully chosen to stir emotions.
Think of a Victoria’s Secret ad featuring a scantily clad model. Even without text, the brand screams “sexy.” That image imprints itself in the viewer's mind—a psychological trick known as recall. It's why brands lean into visually arresting campaigns that tap into our subconscious.
Music and fashion often go hand-in-hand. Musicians in designer outfits promote a lifestyle that fans aspire to. It’s brand association at its finest—if your favorite artist wears it, maybe you should too.
However, when brands misfire emotionally, the backlash can be severe as in the case of Balenciaga.
We wrote an article on why ‘sex sells’ in Ads so you can dive into that here.
When It goes wrong
Sometimes, brands cross the line—whether accidentally or intentionally—and face a massive backlash. A prime example is Balenciaga’s infamous ad campaign that caused public outrage. The ad featured children holding teddy bears dressed in BDSM-style outfits, alongside other unsettling imagery. Who thought this would be a good idea?
The message Balenciaga tried to communicate was lost in translation—or maybe there wasn’t much thought behind it at all. The result was a PR nightmare. Social media erupted, petitions to boycott the brand gained momentum, and customers voiced their disgust. Even die-hard fashionistas questioned how such a concept even made it past the brainstorming stage.
Fashion thrives on pushing boundaries, but there’s a thin line between being edgy and being tone-deaf. Balenciaga is no stranger to provocative campaigns, but this time they severely miscalculated. The imagery felt exploitative, inappropriate, and far removed from the avant-garde coolness they were likely aiming for.
When you’re a luxury brand, everything you release tells a story. Balenciaga’s story in this case felt like a chaotic mess, devoid of clear artistic or cultural intent. It raised serious questions: Did the creative team purposely try to be controversial for shock value? Was there a lack of oversight or just a misguided attempt to “start a conversation”?
Of course, Balenciaga issued an apology after the backlash intensified. But in the world of branding, apologies rarely undo the damage. The brand faced legal threats, celebrity disassociations, and a tarnished reputation that will take time—and likely millions in PR efforts—to repair.
This debacle highlights a crucial point: When storytelling in advertising goes wrong, it doesn’t just fail—it backfires. Consumers today are quick to hold brands accountable, especially when children or sensitive topics are involved. Fashion ads aren’t just about selling clothes—they’re cultural statements. If your “statement” feels manipulative or exploitative, you’ll end up with more than just bad press—you’ll lose trust.
Balenciaga is still standing, but the incident serves as a harsh reminder: Being provocative isn’t the same as being reckless. You can push boundaries without breaking public trust. The best fashion stories inspire—they don’t alienate.
Dissecting an Ad 🕵🏽
When it comes to storytelling in fashion advertising, Diesel stands out as a true trailblazer. The brand doesn’t just sell clothes; it sells a mindset, an entire way of living. One of its most iconic campaigns, Be Stupid, isn’t just catchy—it’s a manifesto rooted in the rebellious spirit of its founder, Renzo Rosso.
Diesel’s Be Stupid campaign wasn’t about insulting intelligence; it was about embracing boldness, risk-taking, and living outside the lines. In one memorable ad, two male models wearing Diesel clothing are shown hugging, while bold text reads: “Smart sees what there is. Stupid sees what there could be.” This isn’t just marketing fluff—it’s an audacious declaration of the brand’s core philosophy.
Rosso’s definition of “stupid” is anything but conventional. To him, being “stupid” means being daring, brave, and unapologetically action-oriented. It’s about ignoring conventional wisdom and chasing possibilities others can’t see. This perspective isn’t just slapped onto an ad campaign—it’s embedded in Diesel’s DNA, shaping its design, branding, and communication.
The genius of Diesel’s approach lies in its authenticity. They didn’t just create a clever tagline; they built a cultural movement around it. Diesel encourages its customers to be adventurous and fearless—to live a life that’s driven by impulse and passion rather than rigid expectations. The brand isn’t simply selling jeans—it’s selling a worldview.
This approach mirrors Nike’s legendary Just Do It campaign, another example of lifestyle-driven branding. But where Nike pushes athletic achievement, Diesel leans into creative rebellion. They tell their audience: “You don’t have to follow the rules—you can rewrite them.” This resonates deeply, especially with younger consumers looking to express individuality through fashion.
Consider the visual elements of Diesel’s campaigns: wild, unconventional settings, models breaking social norms, and bold typography that practically shouts its message. Every detail is carefully curated to reflect the brand’s maverick spirit. Even their ad copy reads more like a personal manifesto than corporate marketing.
Diesel’s storytelling extends far beyond traditional advertising. Their campaigns create cultural moments, sparking discussions and inspiring loyalty. They’ve managed to maintain relevance in an industry where trends fade fast. The brand doesn’t just sell fashion—it sells an experience, a shared identity, and a philosophy.
This kind of narrative-driven advertising isn’t easy to pull off. It requires a deep understanding of what your brand trulystands for and a willingness to be unapologetically authentic. Diesel’s success comes from its ability to transform its founder’s personal beliefs into a global lifestyle brand. It’s a masterclass in turning a story into a legacy—and making people want to be part of that story.
Resources