VIEWPOINT

WHO KILLED THE BEAUTY ?

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By analyzing the socio-cultural aspects of the relationship of advertising and fashion, we can not dwell on the motives of assimilation and imitation, which are now largely determine the attitude to fashion, advertising and influence the choice of lifestyle.
Be similar in appearance to an idol, wearing the same clothes, stick to a similar point of view and to express similar views, anxious to move closer to his way of life, in other words, to imitate the famous character, becomes a psychological need today many people successfully exploited the fashion industry and advertising . It is well known examples where movie stars, stage, television and athletes, journalists and even politicians advertised brands, shops, perfumes, food, clothing . In terms of socio-psychological approach to the creation of advertising is necessary that the central character it did not cause negative emotions of the target audience, but on the contrary, gave rise to a desire to imitate a famous person.
I do not want to make any conclusions, just want to analyze the evolution of the advertising image. A recent advertising campaign Balmain concussed the world fashionistas.

Balmain is a haute couture fashion house that was founded by Pierre Balmain. He was “a king of French fashion”. He successfully created unique concept of elegance, a clientele of royalty and cinema stars , this fashion hallmark recognized throughout the world. He outfitted stars including Ava Gardner , Brigitte Bardot, Marlene Dietrich and Katherine Hepburn to name really just a few. Likewise, Queen Sirikit of Thailand, who chose him to be her personal couturier. Also, American author Gertrude Stein, a close friend of him, saluted the advent of this New French Style in her writing. This image of self- confident,  perfect, elegant and even bold woman assuredly suitable for women of timeless.
The 1960s were years of resumption for Pierre Balmain, who used fabrics sculpturally for the creation of exposed designs accenting contrasts of structure and cut.  Also it was a utterly professional period in the field of costuming for stage and screen.
The ready to wear division, founded in the 1970s. Nowadays,this Fashion house is one of the most influentia, important, famous and prestigious.
I would like to say, what happened? Why is it that the example of tastelessness , vulgarity, showiness  and sample of total plastic surgery became the face of the advertising campaign? Who is in fault and why wants to be look like this eidolon? Where is the line between beautiful and replicated? Is it lobbying the interests of a PR – company or sincere misunderstanding of what is an elementary concept of taste and respect for the history of the brand? Who need to clone Kim Kardashian?
It would be totally foolish to compare the icon of style Marlene Dietrich, grace and charm of Brigitte Bardot with cheapness , trash-chic-look and obtrusive face of collection SS 2015 for this noble House.
Definitely, it makes no sense to talk about the brand Versace, all the more about Madonna.Therefore want to say about the apparent degradation also PR campaign SS 2015.  It is the fourth time that Madonna appears in the advertising campaigns of Versace, and the first was back in 1995, instead of the classics of true luxury, elegant, we see strange, inadequate posture, matted hair that look just sloppy. Madonna’s face simply expresses torment and anguish. Really comes thoughts about it: “Is it so disgusting and heavy bag that was bent her back?”

Need to say,  as for me, I love so much this brand, I prefer classic dresses from all Versace’s collection. My wardrobe is full of this perfect cut , easy-  chic, stunning dresses. I highly reccommended also this one for my VIP clients from all the World.  However, I’m confused and sad right now.  Fearfully, maybe clothing of Versace will change for the worse as well?
It should be noted that the psychological phenomenon of joining the fashionable socialites and, consequently, to the most fashion, advertising aims at only a reflection of the latest fashion trends, but also on their cultivation. Axiomatic in our time is the assertion: advertising is not only reflects the fashion, but creates it.
What will become of us? God Save the Queen ..

 

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