Jean Paul Gaultier has always made some of the best fashion apparel and fragrances on the planet. His product marketing campaigns reflect the luxury, sophistication and elegance of him as a designer. To that end he wants the best creatives on earth as well.
Today’s fashion consumer is inspired by new trends set by celebrities such as actors, singers and fashion designers. Fashion has become aspirational and most brands tend to sell a lifestyle instead of a product itself. Creative campaigns are addressed to create a mix of feelings and sensations on the final consumer for becoming part of that lifestyle.
The challenge was clear, MEV needed to create an astonishing product campaign to embody JPG’s luxury culture.