The beauty advertising campaign for Chanel no.5 which shows the number 5 made from large gold dots with the model wrapped in fine gold fabric hovering over the number with perfume spraying around her is a creative idea, a new way of showing the perfume whilst still communicating the luxury brand values of Chanel’s most famous perfume.

Tom Ford has used concepts to advertise his perfumes. Tom Ford’s fashion branding is all about sex and even if we don’t like it and some of his fashion advertising campaigns are truly vulgar and show women as skin and bones he has a strong concept and a strong brand message. One of his campaigns that I did really like was a perfume advertisement with the bottle pressed between two round breasts pushed together with fingers with bright red nails – overtly sexual and completely aimed at men.

The fashion advertising agency that created the fashion advertising campaigns for Lacoste moved Lacoste on from being a clothing brand selling sportswear to a fashion brand that everyone wanted to be part of. The fashion advertising agency changed the ads from images of model’s playing tennis outside, to images of models flying through the air in a studio – in the middle of space with the strapline Lacoste: A little air on earth/ Un peu d’air sur terre. This fashion advertising agency mixed a concept with brilliant art direction and turned the fashion brand around almost instantly

Of course fashion brands and luxury brands don’t always want concepts and great ideas behind their campaigns. Quite often fashion advertising agencies need to understand that the fashion and luxury branding is very much about communicating the aspiration, status and the emotion associated with purchasing luxury goods these days. Luxury fashion brands want their fashion advertising agencies and fashion branding agencies to create images of luxury and beauty that are foremost about decadence, pleasure and desire.

DSquared is an interesting fashion brand as they really tell stories and set scenes in their fashion advertising. There is always a dark edgy playfulness to their fashion advertising campaigns with sexual scenes of dominance and power.

Fashion advertising agencies and fashion branding agencies such as Beloved Media create fashion brands through images, logos and fashion film.

Beloved Media’s first fashion advertising campaign for Australian Merino Wool had a strong concept, strapline and marketing strategy to communicate. We photographed a merino wool sheep in Australia and added him into the fashion shots that we took on the Southbank in London to create an image that really talked about wool in the language of fashion. We created the marketing strategy and tagline NO FINER FEELING.

The fashion advertising campaign is one of the most important ways of getting the brand message across. And even though fashion advertising agencies need to keep coming up with new ways of presenting the fashion advertising campaigns for their clients, it is important to keep consistency and to communicate the brand and its heritage.