VCCP’s “Shockingly Chic” campaign showcases Primark’s spring collection and the magical moment between a show of exceptional style and the excitement of revealing the brand’s label.
High street clothing giant Primark has taken a step towards the luxury brand aesthetic in a new ad campaign, breaking down the snobbish stereotypes of the typical high-end fashion brand. While the bold advert playfully displays itself consciously, it opens up a wider discussion about the shift to price-based advertising and the subliminal messages it sends to consumers.
The “Shockingly Chic” campaign features dramatic shots of models in exotic settings, mimicking the aesthetic of luxury advertising. Dressed on wild horses, flying from helicopters, and posing in the desert, the models are surprised to discover that the clothes they are wearing are actually “only £12” from Primark, demonstrating their affordability.
Directed by Magna Studios in collaboration with Girl&Bear, the ad showcases a bold self-awareness that thrives on its openness – something that gets lost in the typical stuffiness of a luxury brand. “A love letter to high fashion,” as VCCP creative director Nikki Lindman tells Creative Review, this aesthetic “appropriation” is, to say the least, a refreshing departure from the seriousness of the luxury fashion industry.
While I don’t think Primark’s campaign is inherently malicious, it does highlight a broader problem with brands appropriating luxury aesthetics to make themselves look more appealing. While Primark is at least being intentional about it, I’m wary of brands that hijack luxury aesthetics and can manipulate audiences into thinking they’re buying quality clothing rather than shoddy fast fashion.
Primark’s campaign plays on affordability rather than lavishly praising low prices. Given Primark’s reputation in fast fashion, which is driven by its affordability, the campaign could be seen as an invitation to overconsumption, as it focuses on prices starting at just £12.
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