Have you noticed recently that advertising campaigns for major fashion houses have become overpopulated with models? There is an abundance of groups, crowds and what the internet has baptised ‘squads’ in print ads.
We’re unsure of the actual origins of this movement, but we first became aware of it with the release of Taylor Swift’s Bad Blood music video. In which Swifty called on all of her famous friends to play small cameo roles, essentially creating her own girl squad. Subsequently, all of the internet started hashtagging #SquadGoals to photos of the video, and any other photo with a bunch of famous people/cool looking models that social media users would like to be part of.
Coincidently, fashion brands caught on to this trend in a major way. Major houses like Marc Jacobs, Givenchy, Prada, Versace, Miu Miu & Alexander Wang have jumped on the squad band wagon. Whilst other brands like Dolce & Gabbana and Tommy Hilfiger have been doing squad ad campaigns for years.
Brands are loving this concept because, when they use more than one famous models with a large social media following, who then share the campaigns on their instagram and twitter accounts, the campaign’s reach is even broader than regular print and media publication. More people see the ads!
A fun element for us, the consumer, is that we get to see more of the collections in the ads. More models = more clothes!
Let us know in the comments section if you’re into model squads, and which squad you’d want to be part of!