As you walk down the street of any cosmopolitan city, the pulsating rhythm of fashion is palpable. The dazzling window displays beckon the trendsetters and fashion lovers alike. But, what truly captures our attention is not just the aesthetics of the clothes on the mannequins. It’s the brand, the story that each brand weaves around its creations and how they orchestrate their strategy.
For instance, consider Stella McCartney – a brand that is synonymous with sustainable luxury fashion. Stella McCartney’s brand image goes beyond aesthetics and is anchored around staunch environmental ethics. The brand has eschewed leather, fur, and feathers from its collection, reflecting McCartney’s personal vegetarian ethos. This strategy, while elevating the brand’s appeal among ethical consumers, also sets it apart in an industry infamous for its environmental footprint.
Take, for example, the 2019 Summer collection by Stella McCartney. Gorgeous silhouettes embellished with bright, floral prints took center stage. But along with it, was a narrative weaved about sustainable fashion. How the brand utilized organic and recycled materials to create these pieces was communicated in their marketing. Each dress, each suit held its own story of environmental commitment.
It is worth noting that other luxury brands have also made strides towards sustainability, but Stella McCartney’s commitment to it has been unwavering since its inception. Therefore, the consistent communication of this narrative over the years has made Stella McCartney synonymous with sustainable luxury in the minds of its consumers.
In a similar way, Gucci, through its ‘Chime for Change’ campaign, has transcended the aesthetic appeal and brought a focus on gender equality and women empowerment. By partnering with Beyoncé and Salma Hayek, Gucci did not just sell clothes but also a progressive mindset. The campaign included not just advertisements but also real-life projects and storytelling, making the consumers feel they were contributing to a positive change with each purchase.
Branding and strategy in today’s fashion industry go hand in hand with the product’s aesthetics. And it is not just about selling clothes or accessories; it’s about selling a lifestyle, a belief. It’s about creating identification for the consumer, so when they wear a brand, they are not just wearing a product; they internally align with the brand values and publicly express their own identity and values to the world.
The strategy of aesthetic transcendence has added a new dimension to the fashion industry. It has allowed fashion brands to decode the power of narrative and churn out more than just clothing items, thus creating a more profound connection with the consumer. In the end, when you’re purchasing a fashion item, you are not merely buying into its aesthetic appeal but also the ethos and identity that comes with the brand. Fashion is indeed beyond aesthetics.