Inspired by 90s grunge, New Metallics is the third trend to be featured in the brand’s advertising campaigns this Spring/Summer 2016. This time, the model given the task of representing the new trend is the American Karlie Kloss, who at the age of 23 has already been crowned one of the top models of her time.
After the Tribal Spirit and Soft Minimal trends, represented by Kendall Jenner and Liu Wen respectively, April focuses on 90s grunge with the New Metallics trend. Among the collection are rock ‘n’ roll inspired elements including mini-dresses, boxy jackets and lots of denim alongside ankle boots, sneakers and a selection of heels. A mixture of elegant dresses and separates are finished with metallic detailing to give each outfits a hard edge twist. The collection uses sequins, silver tones and shiny finishes to revive the carefree appeal which singers such as Courtney Love and fans of Nirvana imposed on the decade of grunge.
This new campaign, shot in early February in a studio in London, will hit the high street and the different advertising platforms this April. On this occasion, MANGO counted on Miranda Joyce and Paul Hanlon for make-up and hair respectively, as well as the musician Jamie Hince, leader of the band The Kills, who added rhythm to the photo shoot. The famous indie rock singer was chosen to perform the song that will feature in the TV commercial, Future Starts Slow, featured on the Blood Pressures album released in 2011.
Karlie Kloss, who has already collaborated with the brand on other occasions, declared: Working with MANGO to bring their rock-inspired, New Metallics collection to life was a lot of fun. The pieces in the collection are edgy and capture the energy from my shoot-turned-dance-party.
The company is continuing with its change of strategy, based on stocking its stores with the latest trend garments 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 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.