Marques’Almeida has decided to keep things familiar for its Spring 2017 campaign, calling back the real-girl models who walked the show to appear in its ads. All of them.
“For our SS17 campaign we decided to bring back all our M’A girls from the show,” the brand said in a statement. “The season is about them and how comfortable they feel wearing the brand and we really wanted to shoot them all and see what would come out of that. No briefing or make up or hair.”
Shot by Marta Marques (who co-founded and designs the brand alongside Paulo Almeida) and brand director Rita Tavares, the campaign has an added interactive element. The brand worked with the Parisian creative consulting agency Ohlman Consorti to come up with a way to release images from the photoshoot, which the designers are asking fans to print out, alter or customize, and then put them back online with the hashtag #MAGIRLSSS17.
“We knew we didn’t want a traditional campaign, choosing one or two images and having them printed in some magazines just wouldn’t make sense for us,” the brand said. “We wanted a new view on our work so it was great to put it in someone else’s hands and let them explore the brand and decide what to do with the images. It’s what we’re asking people as well, interacting in a way that allows us to have different and new perspectives on what we’re doing.”
It’s an interesting concept that utilizes social media to spread the campaign out, rather than traditional media outlets. Sure, while most brands use platforms such as Instagram to further the reach of their advertising for free, by inviting people to reinterpret the ads, Marques’Almeida has cleverly figured out a way to increase the reach of the campaign through its fan base, and make followers feel like they're invited to the party.
“We always wanted our campaigns to speak to people in some way, to have some meaning, to be an interactive process,” Tavares explained. “It’s about enjoying what we do and hopefully everyone else will enjoy it too.”
The brand will be keeping track of what fans post, and will curate the best interpretations online. To download the campaign images or upload you own, check out www.marquesalmeidass17.com.