J Brand has been setting its focus on its newly launched sportswear collection, and in doing so, it has made its Fall 2012 ad campaign its most expensive to date to try to generate some buzz. The brand budgeted well over a million dollars to include media buys in magazines like GQ, Vanity Fair, Love, and French Vogue.
The former creative director of Interview magazine, Karl Templer, was hired to art direct and style the campaign, and photographer Craig McDean was brought on to photograph models Suvi Koponen and Shaun DeWet. The ads are meant to project the confidence and subtle sexiness that J Brand wants associated with the company, but forum members didn’t seem all that impressed with them.
“I really like Suvi, but I don't like this ad,” wrote valliaddict. “Her complexion looks very weird contrasted with that background.”
TommyGirl posted, “Happy for my girl, but her skin truly looks BAD and the eye makeup is hideous, too.”
TREVOFASHIONISTO simply stated, “This is bad...”
I’m going to venture a guess that this is not the response J Brand is looking for. Maybe they should have hired a more expensive makeup artist?
Images: www.glossynewsstand.tumblr.com via the Fashion Spot forums.
Via: J Brands Expensive New Ad Campaign Falls Flat (Forum Buzz)