Dolce&Gabbana continue highlighting the Italian nature of the brand’s fashion traditions in their magnificent advertising campaigns. The cult fashion House unveiled a new set of prints focused on the idea which was the key one in the previous promotional works—pure Sicilian spirit and refined style soaked with sexuality to the core. Last year, the brand treated public to perfect shots featuring Madonna turned a housewife and fabulous somewhat gay demigods, and for this year’s campaign promoting D&G’s S/S 2011 men and women collection, the brand opted bursting emotions to be the leading tune.
clothing & footwear
Levi’s® kicks off the search for the second-ever ‘Levi’s® Girl,’ the online voice of Levi’s® women. Using its crowdsourcing Facebook app, users are able to submit videos documenting why they should be chosen as the new face and voice for Levi’s women in the digital space. In this specialized six-month assignment, the new ‘Levi’s Girl’ will allow the brand voice for women to be heard and channel the essence of ‘Shape What’s to Come,’ the brand’s global online community where millennial women around the world can connect with peers and mentors to shape their futures.
Diesel promotes its new underwear collection with super (‘stupid’) power. The brand, which did it big with its extravagant, but still very appealing ‘Be Stupid’ campaign last year, is going on doing crazy things with a serious face. Recently, it presented its Spring/Summer 2011 collection under the espionage theme (heavily employed by filmmakers and graphic story authors forty years ago), and now continues with another trend, which was popular in the 70-ies. Diesel created new bizarre characters with double-meaning names or just to present the flamboyant underwear in the Fresh & Bright Superheroes campaign.
Levi’s is very serious about making an ecological revolution under a denim banner. The brand, which has been known as the leader of jeanswear business since 1853 and one of the most active environmental game-changers among today’s companies, is offering solutions (both crowd-sourced and developed by the Levi’s team) to address the problem of extra water and energy consumption. The latest innovation of the brand, Water < Less denim, has been designed to address the issue—to help us (the industry and individuals) use less water on each stage of the jeans’ life. The brand has also released a hilarious video, which introduces the new cutting-edge solution (the offline presentation was held in November).
Nike loves innovation, both in technology and design fields, and is always here to engage its fans in creating something completely fresh. The brand, which has been allowing its consumers to customize their sportswear for quite a long time within its NikeID project, is about to continue to the new level by launching the iDNation, which is described as “a community for creative individuals to get inspired, customize, and make some fans.”
Nike, which is well-known for its commitment to sustainable product design and charitable projects revolving around sports, launched a new website titled Nike Better World featuring short description of the brand’s projects benefiting ecology or society. The new online destination is developed by the on the Weiden+Kennedy team using the HTML5 technology (employed by Google and Arcade Fire’s Wilderness Downtown video). Nike invites visitors to embark on an informative visual trip ‘down the hole’ and take a closer look at the good projects by the brand.
Diesel knows how to impress. In 2010, the brand was shocking the public with its controversial ‘Be Stupid’ marketing campaign, which gave tone to everything Diesel was doing last year—from new collections to out-door activities (Facepark) and collaborations with other brands (with Fiat). The new addition to Diesel’s extensive portfolio is the Spring-Summer’11 collection, which is inspired by something radically opposite to forward behavior. The essence of the new range is revolving around “espionage and adventure” and gives consumers a feeling of getting into a very heart of a spy movie.