Yesterday we looked Mango’s spring / summer 2012 look book and, from a perspective of the success of Zara versus Mango, focussed on why Zara gets the buzz and Mango little love.
You can add another element to the equation today: inconsistency.
The release of a further ad campaign for Mango‘s spring / summer 2012 collection, this time featuring model Anna Selezneva, has left us wondering how the retailer can release an evocative ad campaign as well as an uninspiring look book to promote the same season. High street fashion is just as much about ‘the dream’ as luxury fashion is, if not more so. Mango’s Magdalena Frackowiak fronted look book and while the Selezneva fronted campaign isn’t perfect, it is a damn sight better, evoking at least something. In fact you could almost argue that it’s worthy of Vogue Paris. Scary, no?
Anna Selezneva in Vogue Paris, April 2012