According to research done by WGSN the worldwide luxury market is expected to reach $419 billion by 2027, notwithstanding present economic uncertainty and supply chain problems.
The US advertising budget has dropped by 5% in 2022, while the luxury market’s media expenditure is unwavering. This is primarily because high-income earners, who can withstand the economic downturn and are still prepared to spend money, constitute a significant proportion of its clientele.
1. Magenta effect
As forecasted by WGSN, the dominant color in 2022 was an intense shade of magenta known as Orchid Flower. This color fits the buzz around Barbie, a 2023 movie directed by American Greta Gerwig and starring Australian actress Margot Robbie.
For its A/W 22/23 ad, Blumarine, an Italian luxury fashion label, starring noughties model Sasha Pivovarova and taps on Y2K nostalgia. Photographed by Canadian Petra Collins, it depicts Pivovarova atop a hot-pink automobile in the midst of a pool and is styled like a set from a movie from the early 2000s.
With a campaign that highlights hot-pink products from its A/W 22/23 collection, Italian luxury fashion designer GCDS also contributes to the popularity of the hue.
Zendaya and Sir Lewis Hamilton, who are both soaked in pink and modeled for Valentino’s Pink PP ad campaign for autumn 2022, are the faces of the campaign, which is being shot by Michael Bailey Gates. Piccioli reduced the color pallet to a single color, an intense shade of pink, and declared it to be the color of energy, love, freedom, and community. Pierpaolo Piccioli also explained “The idea of Pink as a barrier breaker was born long ago. With my work, I must be able to tell and share my values through one single picture and I wanted to apply the same paradigm to one color.”
2. Experiencing intimacy
Are you aware of the cuffing season? Cuffing season is the period of time when people start looking for a quick fling when the weather starts to chill and they start spending more time indoors. Although it supposedly starts in the fall and can linger until Valentine’s Day, it has no set beginning or ending date. Belgian fashion designer Raf Simons examines the idea of intimacy. Models are seen kissing and cuddling in the photographs taken. Although advertisements since the start of the pandemic haven’t shown this degree of affection, it implies growing comfort with a return to pre-pandemic behavior.
Coach, a US heritage brand, similarly emphasizes intimacy in its seasonal advertising. Juergen Teller, a German photographer, captured the candid moments of love between the models.
The Paris-based luxury brand Casablanca reveals its interpretation of intimacy. It draws on themes of wealth and romanticism and includes American models Alton Mason and American-Sudanese model Anok Yai.
3. World of Animation
In the Prada Linea Rossa Fall/Winter 2022 campaign, the TikTok phenomenon Charli D’Amelio makes an appearance. The advertisement plays with the concept of rapid movement set in a winter scene as it examines the line’s performance-wear beginnings. The collection itself is inspired by the concept of winter sports. converting traditional skiwear regulations into something futuristic, mainly black and white uniforms appropriate for dynamic city life.
The NYC-based fashion company Rachel Antonoff pays homage to Miss Havisham, a figure created by English novelist Charles Dickens. It was captured by Icelandic photographer Elisabet Davidsdottir and stars American actor and comedian Cole Escola.
4. Luxury Sports Partnerships
The second iteration of Clarks’ “For The World Ahead” campaign has been made available. Jourdan Dunn, a mother, model, actress, and brand ambassador; Sonny Hall, a poet, artist, and model; and Marcelino Sambé, a professional dancer with the Royal Ballet, are the faces of the new campaign, which was first introduced for the fall/winter 2022 season. The Torhill, a trendsetting new silhouette from Clarks, is worn by each star.
College sportsmen C.J. Stroud and Jaxon Smith-Njigba will participate as the fall NIL style experts for men’s footwear as part of a relationship with DSW, a prominent retailer of branded footwear and accessories. The player-retailer collaborations aim to draw in a new group of young consumers looking for the newest male footwear trends and the most effective sporting clothing.
5. Adopting ageism
70-year-old, American actor and musician Jeff Goldblum, was a part of Prada’s A/W 22/23 men’s campaign. After participating in the brand’s men’s A/W 22/23 catwalk show in January 2022 with American actor Kyle MacLachlan, who is in his early 60s, Goldblum generated excitement. Black-and-white images from British fashion photographer David Sims’ ad bring Goldblum’s personality to life. pradaXJeff Goldblum
Similarly, Welsh actor Sir Anthony Hopkins, 84, was chosen by Spanish luxury label Loewe for its Pre-Fall 22 campaign. The actor poses in a garden for the advertisement, which was shot outdoors. The actor posed in two distinct label-approved styles. Photographer Juergen Teller’s beautiful outdoor images of Hopkins see Hopkins posing in a branded sweater ($690) with black pants and trainers. On the other, he grins while rocking a long coat with studs and a bright T-shirt with a donut-print T-shirt, pointing to one of Loewe’s “Anagram” totes.