It turns out that in the fashion circle of rapid metabolism, the iteration of popular darlings did not press the pause button.
A few days ago, Google, the global search engine leader, announced the annual search search list in 2021. Unexpectedly, in the fashion sector, Comedian Adam Sandler, who became popular for starring in the variety show "Saturday Night Live", actually overpowered a number of trend idols such as Harry Styles, Britney Spears and Doja Cat, becoming the most searched celebrity dressing template of the year.
Adam Sandler's portfolio is simple, popular and recognizable: oversized T-shirts, polo shirts, basketball shorts and loose jeans, paired with a range of casual and comfortable shoes. Adam Sandler's outfit has already gathered a lot of traffic on social media, and TikTok users spontaneously created a dedicated topic called #Sandlercore, which they add whenever they want to upload a video related to Adam's look. To date, #Sandlercore has included more than 3,000 UGC articles under this topic
Adam Sandler
In addition to becoming a popular weather vane, the fashion development path of funny artists also includes devoting themselves to the production of brand hard and wide soft propaganda. Pete Davidson, a popular comedian who has never opened an Instagram account, recently took over Calvin Klein's official account without a notice and immediately updated his profile picture to a personal photo. Pete Davidson's first post was a selfie of herself wearing a branded Logo T-shirt with the caption "I got Instagram." The number of likes for the post has quickly exceeded 400,000 since its release, and many netizens praised Calvin Klein's marketing candidates for this time with new ideas and surprises.
Pete Davidson
Pete Davidson, 28, has a career history that closely resembles Adam's — he's current fixture on Saturday Night Live and the youngest cast in the show's history. Pete Davidson is regarded by the industry as "the next Andy Samberg(a comedian who was crowned a Golden Globe)" for his hilarious prowess.
Pete Davidson's collaboration with Calvin Klein also extends to the field of live streaming. He even invited his friend Rapper Machine Gun Kelly to be a guest in the live broadcast room, and the whole process was boldly and out of line in front of the camera. For example, in order to improve the visibility of the brand's main products, the two directly took off their pants to show their underwear during the live broadcast, and talked about various hot topics extending from the underwear without scruples.
In China, funny artists have also become the fulcrum that brands rely on when planning promotional activities. Italian fine jewelry brand Bvlgari this year, in addition to the usual star casting such as Xu Kai and Zhao Lusi, also deliberately selected yoko who is known for shooting funny short videos.
Yoko Spicy wears a Bvlgari watch piece
Earlier, when Bvlgari held the Magnifica Roma Tour at Shanghai Shangshengxin, the brand also invited talk show star Pang Bo to attend the platform.
Why is the fashion circle, which has always paid attention to high-end coldness, now willing to open its arms to funny artists? Perhaps we sort out some reasons from the changes in the industry ecology.
Last year, media giant Condé Nast Group was caught in the whirlpool of public opinion due to racial discrimination, and Anna Wintour, the group's chief content officer, global editorial director and editor-in-chief of the American version of VOGUE, was the target of various spearheads. Anna Wintour is criticized for exercising white privileges, creating an environment in which people of color dwarf their voices. In response to Anna Wintour's elitism, The New York Times commented, "For a long time, condé Nast's core philosophy was that you had to be thin, beautiful, and impeccable. ”
As the crusade raged, Anna Wintour issued a letter of apology. "I know vogue doesn't take racial diversity enough seriously, and I don't do more to promote and give them more opportunities to promote and give them more opportunities, as editors of color, writers of color, photographers of color, designers of color, and other creators of color," the letter reads. We've also published hurtful or unfriendly blockbusters about lack of racial diversity. I am solely responsible for these errors. ”
Faced with the pressure of public opinion, Anna Wintour made corresponding adjustments in the September issue last year, and the covers of both editions were written by two black artists, Kerry James Marshall and Jordan Castel. In the first version, the two depicted a fictional female character in carbon black, iron oxide black, and ivory black, while the second version showed a painting by black fashion designer Aurora James.
Cover of vogue's September 2020 issue
This year, the cover of the September issue has been further broadened. Although it is still a classic group of models in the American version of VOGUE, the innovation of this time is that faces of different skin tones and various sizes of body shapes are displayed, and the eye-catching large print "In Real Life" printed on the cover releases the signal that the fashion circle has increased its concern for real people. In fact, the more avant-garde Italian edition of VOGUE had magazine interns on the cover as early as this year's February issue titled "Everyday Issue".
Cover of vogue's September 2021 issue
The outside world's demand for pluralism, equality and authenticity has formed an "invisible hand", pushing the power figures in the fashion industry to take the lead in cutting through the strict barriers to accept richer participants and show harmonious and different voices. Such a favorable time and place undoubtedly accelerates the pace of funny artists stepping into the fashion circle.
In addition, people's psychological state changed by the epidemic also makes funny artists have their rationality. Some insiders pointed out that long-term social distancing forces people to become islands in the city, so when the quarantine is lifted, people will redouble their desire to connect and draw care and warmth from others. Under such realistic conditions, if luxury brands repeatedly hold aloft the image of rejecting people, it will seem to be out of place, causing consumers' liking for brands to decline. On the contrary, by bundling with funny artists, brands can moderately soften their own high coldness and better form emotional resonance with consumers.
However, it is worth noting that the people-friendliness of luxury brands is more of a relaxed and peaceful communication, and does not represent the downgrading and sinking of the brand. Looking at the brand's promotion activities, it is not difficult to notice that the funny artists planting grass are actually still the brand's fist products, and the price of these products is an effective tool for the brand to accurately anchor the target consumer among the majority of viewers. To some extent, luxury brands use funny artists to make their voices heard, and ultimately want to radiate the real purchasing power of the generalized population.
Luxury brands and funny artists hold hands, and an unavoidable question is: Are these grounded artists contrary to the high-end positioning of luxury goods?
It should be pointed out that although these funny artists will more or less grab the audience's attention by sacrificing their image, but lifting this veil, the humor of funny artists is often wrapped in deeper positive content. Take Naomi Watanabe, who is popular all over Japan, for example, she is plump and far away from most of her imitations, but every time she appears in cross-dressing, she does not twist and show the curves of a plus-size girl, and she dares to wear short skirts and hot pants to show the curves of a plus-size girl. Others can see in Naomi Watanabe the look of self-knowledge and self-confidence, and they can also broaden their understanding of what beauty is. For example, talk show artists such as Pang Bo often use exquisite words to cut through the context of the times and the public consensus, and this kind of wisdom communication with small views and big views coincides with the characteristics of luxury brands that pay attention to spiritual connotation.
The fashion industry comes down to the attention economy. Funny artists can attract the attention of luxury brands, the main thing is the traffic dividend on them. According to dt finance statistics, this year's "Talk Show Conference" was launched in early August for four seasons, and on the day of its premiere, it immediately topped the popularity list of platform variety shows such as Cat's Eye, Lighthouse and Bone Flower. Just one month after its launch, the show's playback on Tencent's video site has soared to 200 million. On public domain traffic platforms such as Weibo Douyin, there is an endless stream of hot search terms related to talk show artists, and in vertical social circles like Douban, the number of posts posted by the "Talk Show Conference" group has also increased significantly with the broadcast of the program, pulling the group to become the Top 2 of the Douban drama chasing group.
It is worth mentioning that even when a funny artist competes on the same stage with a star, its popularity may not be at a disadvantage. At the beginning of September this year, Bulgari invited a number of celebrities such as Yoko Spicy and Lusi Zhao to shoot promotional videos. Bulgari official blog data shows that The video of Spicy Yoko has been viewed 654,000 times, although it is inferior to Zhao Lusi, Xu Kai, and Fan Chengcheng, but this number has successfully made Spicy Yoko outperform Wenqi and Ren Min.
Yoko Kime
But luxury brands also need special attention when working with funny artists. First of all, brands should recognize that the biggest highlight of funny artists is their humorous and funny image. If you want to show the appeal of funny artists to the fullest, brands should try to restore the image of artists, rather than imposing modifications.
In 2017, the top Swiss watch brand Jaeger-LeCoultre updated a video taken in cooperation with papi sauce on its official public account. In the 90-second ad, the papi sauce that has always been out of the ordinary is unusual, and it is serious and good to talk. Its signature playful mantra, "I am papi sauce, a woman of talent and beauty," has also been cut to the first half of the sentence. Some netizens speculate that such changes are nothing more than to adapt to the elegant and high-end image of the brand owner.
The person in charge of the Jaeger-LeCoultre brand explained that the reason why he wanted to make the pompous and casual papi sauce become introverted and shy, was actually to convey a contrast that could be discussed and remembered. But contrary to expectations, the outside world obviously does not buy it. Forcibly grafting chicken soup statements such as "Try not to add malice to any one person, then I believe the world will be a better place" into papi, and in the end, it only feels far-fetched. Some netizens said that the reason why they watch papi sauce is because she can poke the laugh point, but the serious papi sauce is not funny at all, and after watching the video, there is no desire to forward.
Papi sauce appeared in the Jaeger-LeCoultre advertisement
In addition, brands need to be wary of the controversy of funny artists. Talk show artist Yang Kasa went viral last year with the golden sentence "Men are so ordinary, but so confident", but because of the obvious gender tendency of the stance, Yang Kasa's wind evaluation has also appeared polarized - many women empathize with it and clap their hands for their frankness, but in the male group, Yang Kasa has not been able to get out of the vortex of negative evaluation. After this incident, Bvlgari had asked Yang Kasa for cooperation and promotion, and netizens commented that the reputation was also mixed.
When fashion bloggers are not as good as before, traffic stars have frequent overturning accidents, and funny artists seem to be the brand's few solutions in the face of traffic dilemmas. But in the end, whether it can successfully leverage the public enthusiasm to break the circle and brush the screen, extending a huge social voice, for the brand, choosing which artists to choose and how to use them are the key variables inside. WWD
Written by Drag
Edit Neon
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