Looking Bad Is The New Looking Good

This is so laugh out loud funny! Love the dialogue, so true to the image. Enjoy everyone!

Here’s an advertising trend that comes up every now and then: putting glamorous apparel on models made to look sad/greasy/hostile. I’m stumped by this. Why would it help sell an outfit to show that outfit on a person who looks miserable? There must be a method to this madness, or so many designers wouldn’t be doing it. But what? What’s the thinking?

To get my head around the idea, I tried to envision how each of these ads came to be, by imagining a conversation among these characters:

Ad Exec: Mike
Photographer: Steve
Models: Zelda, Daphne, Marcia, Lisette, Brenda, Chloe and Babs
(* None of these are the real people’s names, obviously. They’re just people I’m making up in my head.)

* * *

Celine

Mike: So Zelda, what we’re going for here is warmth of coat, coldness of heart, OK?

Steve: That’s right. Zelda, give us a look…

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