Fashion is a compelling medium, and to maintain current, fashion brands have to stay updated on what is fresh and trendy and what inspires their consumers. Fashion advertising campaigns are very often melanges of art, music, pop culture and movies. Music has been an active element of fashion shows for a very long time but for the last few years big and small fashion brands have started using music to engage more actively with their consumers on all sorts of social media platforms. That trend makes me happy because I see it is an excellent opportunity to discover obscure local artists and bands. I wanted to share with you 4 examples of how fashion brands grant exposure to less known musicians and at the same time promote their products.
When Christopher Bailey became a Chief Creative Officer of Burberry, he started working on the development of digital engagement of the brand's fans and supporters. He initiated the project "Burberry Acoustic" with the primary mission to showcase "young local British bands that Burberry believes in." Part of the deal is that musicians perform their songs wearing iconic Burberry clothes. The international audience has a chance to hear local, multi-talented musicians like Adam French and the fashion lovers have an opportunity to admire artists dressed to perfection in the iconic trenches and other Burberry designs.
B.B. Gun is a Canadian brand, based in Vancouver, which specializes in hand-made leather goods. On their blog, they announce that "they have a natural curiosity for music and performing." That's why they launched live music sessions in their workshop, where musicians are performing in a very intimate setting without their fancy equipment and a large band, just guitar or piano. The session is broadcasted live online. Their first session was initiated by one of my favorite artists of 2015, Father John Misty and his acoustic cover of Arcade Fire "The Suburbs" gives any music lover goose pumps. More sessions, please!
Almost every rock musician has been seen in Converse sneakers at some point in their career. This time, Converse pays its dues and promotes underrated musicians around the world. With the "Converse Rubber Track" project, the brand is giving the emerging artists and bands an opportunity to record their tracks in 12 legendary recording studios around the world. On the Converse website, you can read about and listen to all the participants of the project. That is how I found out about the Argentinian band, Valbe, which before this collaboration, for almost 10 years, had only been performing in their native Argentina. Now, they recorded an album in Brazil and thanks to Converse I had a pleasure to listen to their beautiful music.
Rosie Lowe "The Right Thing."
Another fantastic way to promote young artists and engage with the appreciative fashion audience are monthly playlists curated on the blogs of almost every well-respected fashion brand. One of my favorite playlists is the British fashion brand, Whistles. That is how I discovered Rosie Lowe who has been described by The Guardian as "xxx-rated Sade." Believe me, when you hear her voice for the first time, you will know what they meant!
Are the fashion brands you admire inspire you with their music playlists or artists they promote? I am looking forward to hearing about it!
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