Liu Wen takes over from Kendall Jenner to become the face of the second trend of the season
After launching the Tribal Spirit trend this February, featuring Kendall Jenner, the brand presents Soft Minimal, the second trend to be highlighted in advertising campaigns this spring-summer 2016, paying tribute to the minimalist style of the 90s.
On this occasion, MANGO is using Liu Wen, Asia’s most international model, who declared: The collaboration with MANGO was amazing. I really appreciate the soft, minimal trend because I enjoy keeping things simple yet beautiful. All the clothes I wear in the campaign have simple lines and are made from soft fabrics such as silk, which is ideal for any time of the day. I think everyone will love this collection, especially when they actually feel it in the stores!
The Soft Minimal trend, available this March, features feminine knitwear alongside a combination of dresses, lace tops and oversized garments. Monochrome slip dresses, that dominated the decade, and flowy silk separates, inspired by the supermodels that epitomized the 90s, are refreshed for the modern wardrobe.
The campaign, which hits stores on the 1st March, was shot in mid-January at a studio in London. On this occasion, MANGO counted on Miranda Joyce and Paul Hanlon for make-up and hair, respectively.
The company is continuing with its change of strategy, focused on stocking its stores with the latest trend pieces every fortnight and on launching a different advertising campaign every month, featuring the trend of the moment together with the face that best defines it. Implemented in early February, the aim of this new strategy is to offer on-trend products in all of its stores and to adapt the advertising media and tools to the digital age, in order to respond to speed and immediacy of the fast fashion world.