So last week, the disgustingly talented Nils Leonard posted this on his instagram.
I have to say, I love it.
Sure, it’s for Mothers Day that affords more creative licence in terms of how a brand expresses themselves, but given Chanel has only celebrated elegance and perfection for years, it’s a huge leap.
Apparently it was drawn by a Chanel employees daughter on a ‘bring your kids to work’ day.
I can’t imagine how much money this saved them in terms of ad agency costs.
Though of course, this is less about being cheapskates and more the changing face of luxury.
For too long the category has been a closed shop.
It dictated terms, rejected new entrants and ruled by an iron fist.
Cold. Clinical. Aloof. Exclusive.
But the shift has been happening.
The rules of luxury are changing.
And while the establishment may look down at brands like Supreme as nothing more than expensive hype, the reality is the new generation of luxury buyers feel differently.
They don’t want to be part of the old rules, they want luxury to reflect them and how they live.
Personal. Emotional. Ridiculous and audacious. Human. Fun. A new definition of perfection.
And with brands like Mr Ji and Gucci both embracing this change and driving it … it will be interesting to see how many other luxury brands start stretching the boundaries of who they are and who they associate with moving forward.
Though I accept there’s a good chance they’ll just do what they’ve always done – especially with designers – and just try and buy the brands/people who are making waves.
Then assimilate them into their system.
Wow, look at me talking about fashion. And luxury. Who Am I?