Versace’s Cruise collection for H&M has colourful dresses that repeat with rows of fruit and butterflies like a hundred slot machine jackpots. The price point is, naturally, far from that of true Versace – the quality likely is too. But those fruit machine jackpots can have all the glamour of old Hollywood, instead of new Vegas, if the styling is right.
And right it is, in this campaign of Abbey Lee Kershaw; turned bombshell blonde in classic side parted waves and red lips. Basking poolside, daytime and nighttime, Abbey Lee and her male companion are living a luxury resort lifestyle. Photographed as glimpses through the trees, it’s a lifestyle the viewer – he or she being advertised to – sees from afar, from a voyeur point of view. All at once, this campaign represents an inaccessible lifestyle that feels far away from its intended audience – but does so with product that is accessible.
Whether a deliberate advertising strategy or not – the latest campaign for Versace for H&M will no doubt hit the proverbial jackpot.
For the full campaign, click on the gallery above.