Take perfume or mens aftershave for example. Watch any advert and you’ll find scantly clad models filling our screens, yet there’s little reference to the product itself.
A Sad Fact – This type of advertising works.
Or does it?
For as long as advertising has existed, advertisers themselves have identified this core philosophy to delve deep into human psyche and promote and develop specific wants and needs.
The glossy magazine, the billboard, the TV advert. It’s an immense and immovable object, thrust into our daily lives, attempting to hypnotize and seduce the consumer into purchasing a product, that in reality, we neither care about or need.
Don’t believe me! Try this little test.
Open your wardrobe, walk into your bathroom or around your home and look at some of the products you have purchased.
Like me, I am quite sure that some of the things you find hidden away, unused and unloved were bought, not because they enhanced a particular part of your life. You bought them out of a want, usually fed by adverts, press, TV coverage and alike.
That’s right, subliminal advertising is part of each and every one of us!
So Where Am I Going With All Of This You May Ask?
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The fashion industry is one of the biggest users of sex to sell!
The fashion industry continually try to outdo competitors. Models will drape next seasons lines over size 0 frames but advertisers and designers insist that the consumer views 80% skin and only 20% of the garment itself.
I fully understand the psychology behind it, or at least that is what I tell myself. BUT -
It really doesn’t work. Tell me why I should buy a coat that I catch no more than a fleeting glimpse of?
Is it just me?
A case in point – Burberry.
This company have decided to re-brand there product. How? You guessed it - SEX. Just click the link below and take a look -
I’d be more than happy to hear your thoughts on this advert. Do you think it works?
Do We Need Sex In Fashion Sewing?
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Thankfully, fashion sewing is once again a growing trend. Admittedly it fails into comparison with our fashionista sisters off the peg look but we’re getting there.
Maybe, all that is needed, something we have missed for so long, is the introduction of sex.
Tell me what you thing of this imagery -
Would this style of advert, promote and inspire our beloved art and give it more credence in today’s disposable society?
I’d like your help fashion sewers!
What do you think?
Do you think that we need to inject some sex into fashion sewing? What images or ideas would you like to see in order to promote our growing sewing community?
Happy fashion sewing,
Colleen G Lea
(read more about Colleen at linkedin)