Saint Laurent's latest campaign, titled "An Ordinary Day," departs from traditional luxury aesthetics by featuring a casual backyard picnic theme. The campaign reflects a broader trend where luxury brands are increasingly incorporating food into their marketing strategies to engage consumers, especially during economic downturns. Brands like Jacquemus, Prada, and Tory Burch are leveraging food imagery and culture to appeal to fans, signaling a shift where food is not just a luxury accessory but a significant element in fashion advertising.
"Food is very sensory, it's evocative, and it draws people in—a universal language that connects brands with consumers in a new and exciting way."
"Increasingly, luxury brands bet that by incorporating food culture into their marketing, they can ignite interest and resonate with consumers during a time of economic uncertainty."
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