Trend forecaster WGSN has revealed youth campaign trends for spring and summer (S/S) 2019, with brands prioritizing diverse casts, championing inclusivity, and tapping famous faces with large social media pull.
In a report, WGSN said a new kind of casting emerges as brands gravitate towards talent that reflects their history or the seasonal inspiration.
“Ads embody a carefree spirit nodding to the sweet taste of freedom and possibility in the eyes of youth. Campaigns emphasise artistry, embracing old mediums such as painting or blending backdrops with the seasonal collections,” it said.
For S/S 19, a diverse set of brands took a shared interest in the great outdoors, shooting seasonal campaigns in wide open spaces.
WGSN said brands create dimensional ads using visual techniques that warp both the subject and the setting, and cast stars that reflect the product being promoted.
“The spirit of Endless Youth evolves for S/S 19, moving beyond simple party settings. Brands capture the carefree and fearless demeanour of young people. It’s about celebrating the moment without worrying about future repercussions,” it added.
The report further said brands get crafty with campaign imagery, adding a dose of unexpected artistry to otherwise standard shots.
They also explored the American West, with a focus on Californian scenery and small-town settings, it added.