Late last year Mango said it would move to a new, even-faster-fashion business model and it has just unveiled the first push in this programme – with Kendall Jenner in a starring role.
The company has just unveiled Tribal Spirit, the first of four trends to be showcased in ad campaigns for SS16. It will launch a different ad campaign every month, featuring the trend of the moment together with the face that best defines it.
And why is the face of this one Kendall Jenner? I must admit, I never really think of a member of the Kardashian Klan as “typical of the wildest savannah” as Mango puts it. But there’s no denying she’s the face of the moment. In 2015, she was named the most influential girl in the world, alongside her sister Kylie, by Time magazine.
So what’s this trend all about? Mango said: “The combination of printed fabrics and suede enlivens the natural character of a regular trend during the summer season. An explosion of earth tones, with colours such as mustard, browns, camel and sand are combined with an abundance of accessories to produce outfits of a tribal and free-spirited influence.”
The campaign, produced in early December, was shot in London with Lucia Pieroni doing the make-up and Paul Hanlon the hair. It will be seen on the streets and on the brand’s various advertising platforms from February 1.
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