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by Thabang Leshilo (@Thabang_Leshilo) The fashion industry is infamous for having given rise to some of the most controversial and provocative advertising. From Benetton to Michael Kors, brands have used sex, violence and other, often socially, taboo topics to gain attention, and sell clothing. Some are only just slightly risqué (perhaps David Beckham’s underwear poses fit here) to extremely offensive (Dolce & Gabbana’s “Gang Rape”, New Form’s “Change Your Style. Don’t Follow Your Leader” and Sisley’s “Fashion Junkie”, to name just three).

Lessons to be learnt

But there are lessons brand custodians may learn from the previously ‘safe’ luxury brands — and previously controversial — that are both now engaging in cultural dialogue, if not shaping it, through their communications.

On the one hand, the ‘safe’ hand, there’s Louis Vuitton. Its latest campaign ad for women’s wear features Will Smith’s 17-year-old son, Jaden Smith, challenging gender as an identity construct. The idea of men wearing women’s clothing is still a taboo, but the message here is that, through a younger generation of consumers, we are possibly entering an era of ‘wear-what-you-like’.

On the other hand, there’s the ‘no punches pulled’ Dolce & Gabbana and its recent launch of Hijabs and Abayas. This is not just a gratuitous attempt reach another market; it is a serious acknowledgement of Muslim women, who are an active segment of the market. National Geographic’s Cynthia Gorney observed how Saudi Arabia is the world’s most gender-segregated nation. But, with change afoot, multiple generations of Saudi women are considering how to be truly modern and truly Saudi. Dolce & Gabbana is fuelling the growth of the ‘modest-fashion’ segment while meeting desires of Muslim women who want to thrive in today’s world.

Become the norm

Provocation is no longer the preserve of the early adopters and society’s elite, who used to marvel at its brazenness or critique its execution. Neither is it a shock tactic with which to turn the heads of the masses. With a younger generation of consumers who value freedom and self-expression, being vocal about opinions will become the norm. This will eventually push brands to be bolder in their actions, and active participants in culture and society as a whole.

What may we learn from these luxury fashion brands?

  1. By engaging in cultural dialogue, you can shape culture and be at its forefront.
  2. Your brand can demonstrate a stronger point of view on the world.
  3. You can stand for something and play a greater role in the lives of your consumers, going beyond the basic functional and emotional components of your product or service.

Thabang Leshilo by Jeremy Glyn in June 2014 glynj@fm.co.zaThabang Leshilo (@Thabang_Leshilo) is a project manager at strategic marketing consultancy Added Value. As a ‘next-generation’ marketer with fresh and curious eyes looking into the industry, she has a keen interest for brands that are culturally in tune with and able to integrate and immerse themselves into the everyday realities of the consumer. She contributes the monthly “Tuned” column, sharing marketing insight and analysis, to MarkLives.

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