Recently, New York Times writer Eric Wilson noticed that most Spring Campaigns have models lying supine. The models include those of Louis Vuitton Versace, Calvin Klein, Valentino, Miu Miu, and
David Wolfe, the creative director of the Doneger Group feels that the position of lying down in Spring fashion advertisements is obviously sensual in nature. Since that sells, most ad agencies are using photo shoots that have the models lying down.
The lack of aggression, and the submissiveness can be strangely hot for most viewers, and fashion is all about that: selling what attracts people. Now, using submissiveness may not be a new trend in advertising but the fact that summer and spring ads have more number of models lying down is quite intriguing.
In this poster here, Bruce Machado is lying down for Vide Bula which suggests that it is not limited to any particular gender, and the gender differences are gradually coming to an end in the field of advertising. If submissiveness sells, and aggressive nature doesn't there is something really intriguing about ad agencies using human submissiveness only during the spring.
Via: NY Mag/Made in Brazil