I am not very familiar with the industry of clothing products or fashion, but I found the overall campaign by Proctor and Gamble (P&G) to align its products with fashion is very interesting and creative.
The campaign is talked about in an article by PR Week. Working with Ann Taylor Loft and celebrities of the industry like Jorge Ramon is a great approach to put a face with the campaign. I find it interesting that such a campaign, as far as I know, has never been so focused. It seems reasonable that clothing products such as Tide and Downy should be aligned with the fashion industry, but I don't think of fabric softener and detergent when I see super models on the runway.
I think this is a very interesting move and they seem very dedicated to it with the amount of money and man power they have no doubt invested. It will be interesting to see how the relationship between the company's products and the industry will work out. Even super model runway clothes need to be cleaned! Usually I would think Tide and Downy would have a middle class image while anything on a runway is usually reserved for the elite. I think they made a good match with the Ann Taylor Loft, however. If it was Gucci, Prada, or Versace, I don't think it would work as well.
A very creatively simple campaign.
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