For Alexander Wang‘s first campaign, the preferred terminology is ‘image piece,’ not ad, thank you very much.
The designer told WWD that his first foray into the wild world of print um, brand awareness, would be very untraditional. The image piece will appear on a billboard in New York City and exclusively in Interview magazine’s March issue. And in the not-so-puzzling trend of
advertisements image pieces looking more and more like editorial content, Wang hired Interview editorial director Fabien Baron and creative director Karl Templer to consult and style the shoot.
So why all the supposed newness? Wang says he’s trying to avoid becoming just like everybody else. We have to wonder why he didn’t come up with some weird name for that
video campaign moving image piece starring Abbey Lee Kershaw from last summer, but that’s beside the point.
“We restrained from using those words [advertising and campaign], because you set yourself up for doing things in a systematic way — like rolling out ads in the magazines certain times of the year … For us, it’s about testing the waters and doing something out of the box.”
And while we can respect the desire (or the absolutely vital need) not to look like anyone else, we also stick to the age old wisdom that you should call a spade a spade. Wang is still paying to have his ‘image piece’ featured in this magazine, and he’s still expecting it to do all of the things traditional ads do — make people aware of the brand and make people want to buy it. We get that it’s special because its his first time, but that doesn’t mean, at the end of the day, that it wont be another page an Interview reader can turn over.
Nevertheless, we’re excited to see how people will react to Craig McDean‘s pictures of model Aymeline Valade jumping around a sky blue studio. What do you think of the image piece?
SHOUTING LOUD [WWD (Subscription Required)]