For some time now, I have been drawn to this German based fashion brand, simply because of these ad campaigns. Showcasing their recent collections on one, two or three models with platinum, vertiginous hair on stark, angular backgrounds, (train carriages, windows), they achieved what I call an 'Arresting Image'. Meaning, an image that stops you in your tracks as you glance through the magazine. It's not often that you see one. Let's face it, we're bombarded with images all the time, so anything that is a little out of the norm is very welcome. How boring, and frankly condescending, are the usual shots of a girl, half dressed, legs splayed and pouting provocatively; often photographs doing away with the very product they are selling.
The Marc Cain images, in comparison, are glamorous and eye catching. They set the clothes in an interesting environment, with an intriguing lifestyle attached. They hold your attention. These 2008/2009 photographs were brilliantly executed (by Seregel) and the latest Marc Cain campaign is no different. I call it 'on the rocks'. Head to their website for a good look: http://www.marc-cain.com/.Whilst their new campaign for spring summer 2011 does not have quite the same impact as the 2008 shots, it matters not. The is one fashion house that benefits from and capitalises on its German managment team. Gut gemacht!
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