Surrealist Marketing Projected to Take Over the Fashion Industry in 2024
The fashion marketing landscape of 2024 is experiencing a resurgence of surrealism, ushering in a captivating fusion of fantasy and style. In this unreal uproar, fashion transcends mere garments to become an art form blurring the lines between reality and imagination. But why is surrealism experiencing such a resurgence in popularity? Some consider that the major events of recent years, including the COVID-19 pandemic and advancements in artificial intelligence, have sparked a renewed interest in escapism and the exploration of alternate realities in consumers. I can relate to the escape; the fashion industry alone is an alternate reality! I mean, after leaving a shopping mall or a store it’s not uncommon to think to yourself “Where did all of the time go?”.
Now, surrealism is a 20th-century avant-garde movement in both art and literature that seeks to unleash the creative potential of the unconscious mind. It embraces an irrational contrast of images to evoke emotions and provoke thought. Surrealism emerged in Europe in the aftermath of World War 1 and grew out of the Dada movement before World War 2. The Dada movement was born in Zurich, Switzerland during the first war and challenged traditional artistic conventions. Metaphysical artist in the early 1910’s / 1920’ such as the Italian painter, Giorgio de Chirico, influenced the surrealism movement with his dramatic and disproportioned paintings; such as the piece “The Disquieting Muses” which disregarded the true scale of Italian architecture – since transcending the dramatic artistic roots to influence various aspects of culture. It was only a matter of time before surrealism made its way into the fashion industry.
Surrealism's influence on fashion can be traced back to the 1930s and 1940s, notably associated with iconic designer Elsa Schiaparelli. Advertisements, fashion editorials, and magazine covers expressing extreme aesthetics, transformative objects, and unattainable dreams appeared in the pages of popular magazines such as Harper’s Bazaar, Flair, and Vogue. The striking image of a model draped in silk, sitting on top of the Arc de Triomphe Paris monument; complete with a torso emulating the structure of the Eiffel tower on the cover of a 1947 issue of Vogue. This is fashion conceptually. True abstraction within an artform that is meant to conform.
The influence surrealism has on fashion goes beyond unusual aesthetics; for designers it encourages them to push boundaries and challenge unconventional norms. Consider the later 1947 cover of the publication Harper’s Bazaar, a white trimmed door ‘floats’ against a vibrant yellow backdrop, seemingly defying gravity. The door is half-open, revealing a mysterious glimpse into the interior. Within the doorway's frame, the innocent profile of a woman is visible, her presence adding a mysterious allure to the scene. Hanging on the doorknob is a sign that reads “Paris Openings”, hinting at the draw of the fashion capital and the opportunities for new beginnings. Surrounding this surreal scene are a few small birds adding that last touch of unfamiliarity. By incorporating some of these elements into brand marketing, it creates a sense of infatuation, delusion, and intrigue. Whether through exaggerated proportions, unexpected color combinations, or strange embellishments, brands have the power to captivate audiences and express nonconformity.
Emerging from the early 19th-century darkness of world wars and global turmoil, we now find ourselves in an era witnessing surrealism’s comeback in fashion marketing. To represent the glamour associated with Chanel, the brand decorated its New York City storefront during the 2023 holiday season with a colossal necklace draped from the top to ground level. The accessory linked with the iconic Chanel logo and appeared realistic enough to evoke images of perhaps... King Kong embracing it. Additionally, Coach launched their "Coachtopia 'A Wasty Holiday'" campaign, featuring models posing beside a fictional character clothed all over in vibrant & rich colored loosely hanging fabrics. Additionally, other images from the collection display models against a realistic, slightly cloudy sky-blue backdrop, contrasted with a black and white checked floor. These fanciful graphics transport consumers into a lovely land of their own that exceeds all everyday expectations.
Schiaparelli has always been best known for being the name behind the first revolution of surrealism. It's intriguing to note this legacy's recent surge in popularity compared to the past five years. Jaquemus also incorporates surrealistic components into his brand, especially the marketing. Simon Porte Jacquemus founded his brand in 2009 based in France and is not traditionally associated with surrealism in the same way as other avant-garde designers. The designer has had a recent surge in popularity through his use of social media platforms to promote his brand; embodying grotesque content with his collections and ‘don't want to miss’ runway fashion shows. His video media builds in angles and movement from his live runway shows and new collections with this illusive and utopian effect, making it hard not to watch. Just this month Jacquemus put on his Spring/ Summer 24’ show and released ‘The Double Sandals” featuring two kitten heels stacked on top of each other to make one shoe, but illuding that the model wore two pairs of heels at once.
Consumers today are seeking escapism and that sense of utopia now more than ever. The past few years have been recognized by unprecedented global challenges, from the COVID-19 pandemic to socio-political unease, as well as the rapid advancements in technology with the rise of artificial intelligence and virtual realities. These challenges have brought up feelings of anxiety, stress, and even depression amongst most people worldwide; so, in response, many consumers want moments of freedom and relief. The market is no longer seeking to “fit in” but rather valuing the experience of expressing themselves through clothing.
Evolving social dynamics and cultural movements have seemingly led brands to reevaluate their marketing strategies, with many opting to embrace surrealism as a form of rebellion against the challenges. Surrealistic marketing is more than just a quick fad of creativity, there's a deeper significance behind the sublime approach respecting the amount of history that remains around it. Consumers have become numb to the unattainable standards of beauty and perfection perpetuated by traditional fashion marketing. Now, there is a strong growing desire for authenticity and relatability, qualities that surrealistic marketing so effortlessly embodies. With that, consider the emotions and impressions evoked by surrealist marketing you’re expected to see this year, and how it shapes not only your style choices but also your personal sense of escape and wonder this year.