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Some of the spring 13 campaigns don’t ad up

It’s a case of new year, new things to look at in the industry, and none are more pretty to look at than the raft of spring 13 campaigns brands up and down the industry and across the globe have been unveiling.

Forget trade shows and lookbooks - ad campaigns are brands’ purest expressions of their respective visions and are what consumers will see on blogs, in magazines and on billboards, the shiny images tempting us to part with our cash and join the aspirational and glamorous worlds.

As with most things though, some of spring 13’s offerings are hits and others misses. Burberry set its stall out early, revealing Romeo Beckham as its freshest face before Christmas. Unfortunately, unlike most things Brand Beckham touches, the campaign is unbalanced and rather peculiar, with David and Victoria’s middle son berking around in the background of a serious shot clearly taken at a different time, leaving Romeo looking like a cantankerous, betrenched third wheel.

Despite going for a trio of models, Chanel manages to avoid the odd one out vibe by using three fully grown women. The campaign has got a pleasing oddness about it but sadly there’s no sign of the collection’s key piece, the famous (or infamous, depending on who you ask) hula-hoop bag - a bit of a dropped ball considering how much noise that one piece created on the internet.

Noise was certainly not on the agenda for Dior, as Raf Simons’ debut collection for the house is set among an ethereal, graphic and slightly surreal/hyperreal set. There’s a real timeless confidence to it without being flashy, something brands would do well to take note of. We’re all going to have to live with it for quite some time - getting the right feeling for your brand while ever so slightly challenging the consumer is the sometimes elusive formula fashion needs to work towards.

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