Whenever I find myself in an
airport, I can’t resist buying a magazine. It’s pretty much the only time I
spend the money on print media. I find that looking at pictures on airplanes is
an acceptable activity. Looking at pictures and sleeping. Now I own a laptop,
so a whole new world has been opened. As you’re getting to know me I can hear
you thinking, “Sarah, do something different? No way! She bought a magazine
anyway!” It’s true. I did. And as much as I wanted to buy the copy of The
Economist calling out to me with it’s headlining article about the crisis in
Syria, my shallow side won out and I picked up the latest issue of Vogue with
the sole intention of reading it to rip it apart. What is it I have against
Vogue, you ask? I don’t know. Maybe I just never forgave them for eliminating
their horoscope section.
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This is not appealing unless you are a purple martian looking for a new bathrobe. |
Lucky for
Ms. Wintour and her bland publication, I didn’t even get to their content before
I found myself completely overwhelmed with distaste directly resultant from
marketing failures. Did I go to sleep and miss some sort of shift in reality? I
was under the impression that print advertisements, especially fashion print
marketing, were to entice and encourage you to desire and purchase product. An
effective marketing spread makes me not only want the clothing, shoes, and
jewelry that the model is wearing, but also the life, looks, and location of
the model. I want to BE the model. I want to be standing by that pool, drinking
the martini, wearing the diamonds, having the perfectly tailored chiffon
empire-waisted gown gently floating in the breeze as my pool boy waits for
further instructions. Right?
Well, I
opened up the August 2012 issue of Vogue and found myself staring at Lindsey
Wixson decked out in giant purple slabs of agate (Maybe? That’s what it looked
like. I’m no gemologist), with the most dreadful lilac space age bob, carrying
a rock-like minaudière that resembled a coffin for a boutonnière,
sporting all black Chanel. Perhaps in a different setting Karl Lagerfeld’s
designs would have been appealing, but I looked at that picture and thought,
“Good grief I don’t EVER want to look like that.”
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Hat trashcans - the portable way to make sure you have somewhere to dispose of your recycling after lunch. |
Not many pages later, I found
myself staring at some print from Louis Vuitton (they just can’t catch a break
with me this month). Now I will say, the handbags these young ladies were
photographed with were somewhat smart. I could like them in a different
setting. The stylists RUINED it. These girls have upside down trashcans on
their head. Felted wool trashcans. Millinery on LSD. No, scratch that. On LSD
they’d at least be in pretty colors. It’s Millinery on meth. Toothless, dirty,
ugly hats. The peasants in My Fair Lady had nicer hats.
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Little Miss Muffet sat under her tuffet, watched Edward Scissorhands, and lost her mind (in quadruplicate). |
Even
so, LV doesn’t take the cake for the worst showing in the magazine. It’s funny
- these are the kind of weird photographs I expect from D&G, Miu Miu,
Balmain, and the like….in comparison their ads were so tame. The winner of the
worst editorial marketing photo of the year is…… drum roll….. Juergen Teller
for Marc Jacobs!!!!! When you turn the page and see a bunch of dumpy anorexic
girls in white cake makeup, with faux? Real? Fur hats (although they were big
enough to be tuffets for Pomeranians), dowdy sweaters and brocade jackets, and think
“Is THAT JOHNNY DEPP?” you know you’re in trouble. I don’t want to look like
Johnny Depp. I don’t want to wear a fur tuffet on my head. And I certainly
don’t want to hang out with anorexic girls in ugly sweaters. I want pretty
dresses, diamonds, and pool boys. If anyone in your marketing department told
you otherwise, they were sadly mistaken.