The differences between Spanish retailers Mango and Zara have been something of a mini-theme for us of late, and we can now add another element into the discussion: Mango’s autumn / fall 2012 campaign.
Like their spring 2012 campaign (and unlike the same season’s look book), Mango calls upon model Anna Selezneva for a campaign-cum-photo shoot vibe for autumn / fall 2012. It’s effective enough, but the overused panelled wall backdrop doesn’t exact convey the lifestyle message we expect. Even the European backdrop does little in the way of presenting the ideal lifestyle of the envisioned Mango customer. Thus its left to Selezneva and the clothes to do the attracting. Here Mango are somewhat stronger and on-trend. We’d skip the biker look, more so for it being an average photo, and instead concentrate on how Mango have approached autumn / fall’s androgyny – this is one of the stories for the season, and a lot of high street retailers are going to struggle to tell it. Mango do so safely, concentrating on pleated trousers and masculine blazers balanced against feminine sheers and whites. In a collection of seasonal red and the expected print trousers, Mango tell their masculine story well.
You can see Mango’s autumn (fall) / winter 2012 campaign by clicking on the thumbnails above and browsing through the gallery.