As supermodels prior to the mid 90s have been replaced by celebrities as both magazine cover subjects and as spokeswomen for beauty and fashion brands, could the next step be mere mortals? The Kooples, a French clothing brand established in 2008, has done just that, incorporating six new real life, albeit stunningly beautiful, couples into its advertisements each season. The brand’s clothing is somewhat interchangeable between the sexes, featuring a neutral palette with French and British rocker inspirations, tweaked by acclaimed Savile Row ateliers. Founded by the three Elicha brothers, The Kooples has rapidly expanded in Europe and stateside, where it first arrived this past September via five Bloomingdales in New York. Regardless of how enticing the clothes may be, The Kooples’ marketing method seems to have hit gold, especially given the remarkable success they found when launching in a down economy. These “models” seem at ease and in love, promoting a positive image for the brand that also brings about positive associations from a customer in terms of their own love, or aspirations of love. This degree of approachability, verses intangibility, may be the trick in future advertising, or so I hope!
*Photos courtesy of The Kooples and TheWildMagazine.com.