Alexander Wang explores with unconventional advertising engaging fans
For the Fall 2013 campaign of its own label, Alexander Wang (also Creative Director at Balenciaga) invited his fans to a special top-secret event, where he captured a mass free-giveaway on camera for his T by Alexander Wang Fall 2013 video. He was inspired by Kanye West’s latest hit ‘New Slaves’ which describes a new generation of luxury consumers obsessed with labels, who “spend everything on Alexander Wang.”
And Alexander Wang’s new video shows off just what mad devotion his clothes inspire, although these fans didn’t have to open their wallets. Last month the designer invited hundreds of his most devoted fans to queue up for a one-time-only undisclosed special event in New York City.
The first 100 were led into a darkened warehouse where a video message from Wang was projected above their heads: “When the door opens you’re going to have access to the T by Alexander Wang collection. There’s stuff for girls, stuff for guys, some older stuff, some new stuff, some classics. And by the way, everything is free.” Cue chaos as the crowd rushed for the clothes. The fans were invited to leave with whatever they could physically carry. Caught in stunning slow-motion by director Darren Stein, fashionistas grab garments and smash up boxes full of merchandise.
With this new interpretation of ‘aspirational’ and by re-defining ‘fashion victim’, Alexander Wang is by no means re-positioning its label, but indirectly retorts at the very fast growing ‘anti-luxury’ sentiment, both in mature and emerging markets, especially among young consumers.