Fashion advertisements have always captivated audiences with their lavish destination photoshoots, over-the-top sets and seemingly limitless budgets. However, with brands now having to adapt to constantly evolving COVID-19 restrictions, these extravagantly orchestrated photoshoots appear to have vanished. Marketing budgets have been cut as many stores continue to remain closed and customers spend less. The financial repercussions of COVID-19 on the fashion industry is becoming increasingly evident with many fearing the worst is yet to be seen. Nevertheless, fashion brands such as Aritzia and Zara are persevering in their attempts to overcome the negative impact of COVID on marketing by photographing their models at home while simultaneously highlighting their newest product arrivals and staying relatable to customers who are also confined to their living spaces.
According to Refinery 29, Zara sent their latest collections to model’s homes so that they could be styled and photographed off-site and in accordance with social distancing guidelines. With models living all over the world, the images were still beautifully diverse and well curated. Aritzia also photographed their models at home for their digital campaign but took it one step further by announcing a call-to-action asking their customers to photograph themselves at home wearing Aritzia’s latest arrivals. Customers and employees were asked to use the hashtag #ArtiziaAtHome when uploading their photos to Instagram. The response was amazing and also gave the audience an opportunity to see how other shoppers styled their purchases.
Historically, fashion has always been able to adjust and prevail in the face of social and economic uncertainty. Evidently, this pandemic will be no different.
Huber, Eliza. “Zara Models Shot The Latest Campaign In Their Own Homes.” Refinery29.com, Refinery 29, Apr 8, 2020. https://www.refinery29.com/en-us/2020/04/9669435/zara-new-arrivals-models-at-home-photoshoot. Accessed 3 June 2020.