My Summative Brief: Shearling

I am currently working on my first summative brief. We have been asked to choose a specific trend, and from this, analyse advertising campaigns and visual merchandising around this trend, as well as research in to the further creative and cultural contexts.

My chosen topic is shearling. In previous projects, the group I was working with were looking at men's outwear trends, and this so happened to be my favourite. I'm a huge fan of this trend and it has been really popular this season, creating a greater opportunity for me to find some examples of great brand promotion.

The first task involves looking at advertising campaigns that feature shearling. As this is quite an expensive fabric (if genuine), I found that it was mostly the higher end brands that explored my trend.

Here are some examples of brands that feature shearling heavily in their ad campaigns.

COACH:
Coach has been a great brand to look at as most of their campaign images feature shearling in them somewhere, even when advertising accessories.

BURBERRY:

Burberry has some good examples of shearling in outerwear, however, in my opinion, the styling of the female models compared to the male model contrasts greatly, making it hard to pin down and analyse. 

TOPMAN: 

As I need to cover different market level brands, Topman seems a great alternative to the the designer brands I have been looking at. This campaign 'This Is Denim' features some great shearling pieces with some serious 60's/70's styling.

RALPH LAUREN:

This particular range of Ralph Lauren clothing is aimed at an older consumer, which may make a nice contrast to the other brand I choose to look at.

TOPSHOP:

Another high street brand that I could use to compare to the higher market level brands. I've noticed this trend seems to be bigger in menswear this season, so comparing it with womenswear could be interesting.

I'll be sure to post updates on my research to my FCP label as my project expands! 

Aderyn x