Luxury fashion branding is pretentious; there's no denying it, but it's what we've come to expect. Glossy shots, high fashion logos, bizarre backdrops and peculiarly positioned models have become shining beacons of the finer things, but what happens when an affordable brand hops on the bandwagon?
High street clothing titan, Primark, has taken a stab at the luxury brand aesthetic in a new ad campaign, subverting the snooty stereotypes of a typical high-end fashion brand. While the bold ad is playfully self-aware, it opens a wider conversation around the shift towards price-led advertising and the subconscious messaging it's feeding consumers.
