Derek Lam shot his first ad campaign in San Francisco last week.
He and most of his contemporaries have managed to make do without advertising in the past, but this month we’ve seen Rodarte’s proper campaign debut in V and Zac Posen’s first ever ad, for Spring 09, shot by Ellen Von Unwerth for Spanish Indie mag Fanzine 137.
Lam’s going a more traditional route launching his ad in the August issues of Bazaar, Vogue and Elle. Solve Sundsbo shot Karmen Pedaru on the beach at Pier 59 wearing the brown fur coat and suede bag from look 9.
We love seeing the ads, but wonder if they’re worth the precious pennies. We’d bet no one’s reading V and learning about Rodarte for the first time or that the woman reading Vogue’s going to buy Derek Lam now that an ad’s alongside his editorial presence.
Meanwhile, who’s next? Proenza? Alex Wang?
posted by guest
Apr 06, 2009 11:01AM
I think it's less about awareness and more about consumer perceptions. An ad in the right magazine says "We're a serious luxury brand force". Depending on how it's shot it can alter a problematic brand perception: look at how the Dior ads have shifted in the last few years as they switched target markets.
Plus, you know ads in these mags are running cheaper than they did six months ago. If Lam's backers will pay for it it's not a bad time to take advantage.