New Zealand Fashion Festival 2012 Campaign

NZFF12 Campaign. Image - Stephen Tilley

The New Zealand Fashion Festival (NZFF) 2012 campaign image is wonderful. With a nod to the incredibly famous United Of Colors Of Benetton advertisements of the 1980's, this campaign is a fun, inclusive and accurate representation of the NZFF and its target demographic.

With creative direction by Glenn Hunt, photography by Stephen Tilley and styling by New Zealand polymath Karen Inderbitzen-Waller, this campaign is a production from New Zealand's best creative talent. Beaming models Seon at Clyne, Penny Pickard at N Model Management, George Vause at Red 11 and Daniela also at Clyne, (from left to right) create a genderless and ageless invitation to join in.

A consumer focused fashion event is hard to advertise. While displaying a fashion forward directionality and aspiration, it must also appear accessible and down to earth. Hunt, Tilley, and Inderbitzen-Waller have done an incredible job achieveing this delicate balance. The stylised models look modern and polished, but also completely welcoming and achievable to the layman.

The most notable aspect of this campaign is the smiling, obviously joyous models. It's a definite break from the usually sullen and serious image presented by most New Zealand fashion houses/events. The mainstream fashion consumer (who this event is directed at) is accustomed to the cheerful campaigns from mass market retailers like Just Jeans, Dotti, and Max. The NZFF12 campaign image delivers just this - a recognisable and palatable attitude, yet it also displays an elevated, directional style expected from a fashion event.

The choice of models is perhaps the most obvious reference to the fantastic ideals that were previously laid by United Colors Of Benetton. Multi-cultural, multi-gendered, and multi-aged models reference an all inclusive atmosphere. They are welcoming and non-threatening, in an industry that is often anything but.

As much as I love the direction NZFF have taken with their 2012 campaign, their logo leaves much to be desired. Dated and jarring, it displays none of the modernism expected from a current fashion production. Its strong, bold typeface seems at odds with the relaxed and inviting atmosphere displayed otherwise.

Overall, the campaign displays a fun and welcoming atmosphere. The NZFF looks like a lively event, and something exiting to be part of.