Fashion · University

High End/High Street Narratives

 

During one of our course’s more recent seminars, we discussed how high end and high street brands communicate their collections through narrative storytelling and ad campaigns. As I’m someone who has a penchant for creative storytelling and advertising, I found this very insightful.

Same story, different market level

By using repetitive codes, fashion tells the same stories with similar life style narratives and aspirations depending on their brand value and aesthetic. There are only so many stories one can construct and so high end and high street retailers recycle concepts and interpretations.

We got shown various examples of a high street and high end brand and had to identity the common tone of voice that unites both. We had to determine the attitude, the differences and the common language.

I want to show a few of the most popular narrative themes on the blog here.  

PRIVILEGED PREPPY

Appeals to upper class | boarding school | spoiled rich kids | All-American timeless heritage | nautical | structured seriousness

You can find more pictures on my pinterest board here

tommy_hilfiger_logo14

preppy

 

jack-wills

preppy2

 

MISS SPORTY

You can find more pictures on my pinterest board here. 

chanel-logo

sport

zara

sport2

 

ETHEREAL 

Designers: Valentino, Chloe, Marc Jacobs etc.

You can find more pictures on my pinterest board here. 

ethereal

SENSUALITY

Designers: Tom Ford, Yves Saint Laurent, Calvin Klein

You can find more pictures on my pinterest board here. 

sexy

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