With summer on its merry way (we hope), we are now slowly beginning to see more sunny digital and printed campaigns released, all enticing us to make our new season purchases, so we too can be as happy and tanned as the models and celebrities featured. The majority of these alluring Spring/Summer campaigns are obviously shot long ahead of time, during the British Winter, and shot at great expense in faraway, infinitely more exotic locations.
Founded in 2002, Weekday, a Swedish denim and fashion brand influenced by youth culture and street style, have decided to be humorously transparent when it comes to communicating their own sunglasses campaign this year. Instead of flying to the other side of the world to capture the essence of summer, the Weekday marketing team decided to shoot their models under some bright lights, in front of some beachy backdrops. Just as the viewer is lured into the inauthentic summer vibe, the camera is pulled back to reveal the ‘truth in advertising;’ our Expectation vs. Reality.
Aside from Brexit, another hot topic which has caused in-depth discussion over the last year, is centred around the authenticity of the advertising we consume on a daily basis, especially via social media. The actuality, and the ‘behind the scenes,’ of pretty much every heavily filtered, perfectly poised picture we absorb on Instagram in particular, are far removed from what we are presented with, and as such, I found creating my own Expectation vs. Reality imagery in support of this Weekday campaign, really refreshing and relevant.
Amidst great friends in Los Angeles, surrounded by palm trees and booming music, I enjoying cocktails in the hottest sunshine, wearing slim lilac Weekday Cateye Sunglasses and some complimentary lilac Weekday cords and blouse – Such a smiley, memorable day…
Whereas, actually, I was standing outside a London pub, on a typically chilly day, alone. At least I had my mixture of two fruit juices (Pina NOlada?!) and cheese and onion crisps… All the glamour, clearly, and not quite the summer-vibes I had led initially encouraged you to believe.
Which of course, then reveals me actually standing by a Ladbroke Grove London market stall, feeling wildly underdressed, and beyond nippy on yet another grey day… Well, you gotta’fake it, till you make it!