Fashion: Why Everyone is Talking About the New Courrèges Campaign: Selfies, Urban Mirrors, and Smartphone Communication Redefine Fashion Promotion
- InsightTrendsWorld
- 15 hours ago
- 11 min read
Why it is the topic trending:
Innovative and Unconventional Campaign: Courrèges is garnering attention for its fresh and unconventional approach to promoting its spring-summer 2026 pre-collection, moving away from traditional polished studio shoots.1
Embracing Modern Technology and Social Media: The campaign's use of selfies, voice messages, and WhatsApp reflects a deliberate effort to engage with contemporary communication methods and cater to an Instagram-friendly aesthetic.2
Redefining the Brand's Image: Under the direction of Nicolas Di Felice, Courrèges is undergoing a creative renaissance, and this campaign is a key part of its strategy to renew its image and anchor it in the current time.3
Blurring Lines Between Self-Portraiture and Brand Strategy: The campaign puts the power of the gaze in the hands of the model, blurring the traditional lines between personal expression and brand promotion.4
Immersive and Direct Approach to Luxury: Courrèges is reinventing the codes of luxury by adopting an immersive, direct, and almost tactile approach, contrasting with traditional, more distant presentations.5
Overview:
Urban Mirror Selfies: Courrèges transformed the streets of Paris into a catwalk for its new campaign, with models taking selfies in urban mirrors.6
Raw and DIY Aesthetic: The result is a visual campaign that feels raw, almost DIY, capturing a moment rather than freezing it.7
Instagram-Friendly: This aesthetic is designed to resonate on Instagram and contemporary social media platforms.
Shifting Brand-Public Relationship: The campaign shifts the gaze from the photographer to the model, creating a more intimate feel.
Blending Technology and Fashion: Courrèges has previously used technology, like a WhatsApp-based fragrance promotion, to connect with the public.8
Detailed findings:
Street Catwalk in Paris: For its spring-summer 2026 pre-collection, Courrèges used the streets of Paris as a fashion show venue.9
Models with Smartphones and Mirrors: Models were equipped with smartphones and photographed themselves in urban mirrors.10
Raw and DIY Visuals: The campaign has a raw, almost do-it-yourself aesthetic.11
Instagram-Friendly Aesthetic: The visual style is designed to be well-received on Instagram.
Nicolas Di Felice's Vision: This campaign reflects the Artistic Director's aim to renew the brand's image and anchor it in contemporary culture.12
Model's Gaze vs. Photographer's Gaze: The campaign shifts the perspective from the traditional photographer's gaze to that of the model herself.13
"Messager" Fragrance Promotion: In 2023, Courrèges promoted its "Messager" fragrance using a phone line that led to exchanges on WhatsApp, with samples and bottles being sent to callers.
Artémis Group Takeover in 2018: Courrèges was acquired by the Artémis group (Pinault family) in 2018 and is undergoing a creative renaissance.
Assertive Digital Turn and Urban Introspection: This campaign is part of the brand's dynamic creative renewal, featuring a strong digital focus and an exploration of urban environments.14
Reinventing Luxury Codes: Courrèges aims to reinvent the traditional codes of luxury with an immersive, direct, and almost tactile approach.15
Key success factors of product (trend):
Authenticity and Relatability: The raw, DIY aesthetic and the use of selfies feel more authentic and relatable to a contemporary audience.
Engagement with Current Technology: Leveraging smartphones, social media, and messaging apps aligns with how people communicate and consume content today.
Shifting Power Dynamics: Giving the model control over the image creation can resonate with themes of empowerment and self-expression.
Creating an Immersive Experience: The previous fragrance campaign demonstrated success in creating an emotional and sensory bond with the public through technology.
Reinventing Brand Image: The campaign effectively communicates a renewed and contemporary vision for the Courrèges brand.
Key Takeaway:
The new Courrèges campaign for its spring-summer 2026 pre-collection is generating buzz for its innovative approach, using selfies in urban mirrors taken by models to create a raw, Instagram-friendly visual style.16 This strategy reflects the brand's ongoing creative renaissance under Nicolas Di Felice, aiming to renew its image by embracing modern technology and shifting the traditional dynamics of fashion communication towards a more direct and immersive connection with the audience.17
Main trend:
The main trend is fashion brands increasingly adopting unconventional, digital-first marketing strategies that prioritize authenticity, engagement with contemporary communication methods, and a shift in traditional power dynamics between brand and consumer.
Description of the trend (please name it):
The trend is "The Authentic Digital Runway." This describes the evolving marketing landscape in the fashion industry where brands are moving away from highly produced, traditional campaigns towards more raw, authentic, and digitally-driven approaches, often leveraging user-generated content aesthetics and modern communication tools to connect directly with their audience.
What is consumer motivation:
Seeking Authenticity: Consumers, especially younger generations, often value authenticity and relatability in brand messaging over highly polished and unattainable imagery.
Engagement with Modern Communication: People are accustomed to seeing and creating content on platforms like Instagram and engaging through messaging apps.18 Brands that tap into these behaviors feel more relevant.
Desire for Inclusivity: Shifting the power of image creation to the model can be seen as a more inclusive approach.
Curiosity and Interest in Innovation: Unconventional campaigns can generate curiosity and make consumers more interested in the brand.
Connection and Immersive Experiences: Campaigns that use technology to create more direct and sensory connections with the brand can be highly engaging.
What is driving trend:
Rise of Social Media: Platforms like Instagram and TikTok have fundamentally changed how brands communicate visually and have made raw, user-generated aesthetics popular.19
Shifting Consumer Expectations: Consumers expect brands to be more authentic, transparent, and engaged with them on digital platforms.
Need for Differentiation: In a crowded fashion market, brands are looking for innovative ways to stand out and capture attention.
Accessibility of Technology: Smartphones and social media tools are readily accessible, making it easier for brands to adopt these strategies.
Desire to Reach Younger Audiences: Younger demographics are often more receptive to and engaged with unconventional and digitally-driven marketing.
What is motivation beyond the trend:
Cost-Effectiveness: Some of these unconventional approaches, like using selfies, can be more cost-effective than traditional high-production campaigns.
Generating Viral Content: Raw and unexpected content has the potential to go viral on social media, significantly increasing reach.
Building a Community: Engaging with consumers through platforms like WhatsApp can help build a stronger sense of community around the brand.
Description of consumers article is referring to:
The article implicitly refers to contemporary fashion consumers, particularly those who are active on social media and are receptive to modern and innovative marketing approaches.20 Given the reference to Instagram, it likely includes a significant portion of younger consumers.
Summary of Consumer Description: Fashion-conscious individuals who are active on social media platforms like Instagram, appreciate authenticity and innovation in brand communication, and are likely younger consumers who are familiar with and responsive to digitally-driven content.
Who are them: Individuals interested in fashion, particularly those who follow fashion brands on social media and are engaged with contemporary culture.
What kind of products they like: They are interested in fashion apparel and accessories, in this case, the spring-summer 2026 pre-collection from Courrèges and their "Messager" fragrance.
What is their age?: Likely includes a significant portion of younger consumers who are highly active on Instagram and other social media platforms, aligning with the trend of using selfies and digital communication.
What is their gender?: The fashion industry typically caters to a wide range of genders, and this campaign doesn't explicitly focus on one gender.21
What is their income?: Courrèges is a luxury fashion house, so the target consumer likely has a certain level of disposable income to afford their products.
What is their lifestyle: Their lifestyle likely involves being digitally connected, aware of current trends in fashion and technology, and potentially interested in self-expression through their appearance and social media presence.
What are their category article is referring shopping preferences: They might discover the brand and its new collection through social media platforms like Instagram. The fragrance promotion suggests an interest in engaging with brands through digital channels.
Are they low, occasional or frequent category shoppers: This could vary depending on the individual's interest in luxury fashion and their purchasing habits.
What are their general shopping preferences-how they shop products, shopping motivations): They are likely influenced by brand image, creative campaigns, and how well a brand resonates with contemporary culture and values. They might be motivated by a desire for innovation and authenticity.
Conclusions:
Courrèges' new campaign exemplifies a growing trend in the fashion industry towards more authentic, digital-first, and unconventional marketing strategies.22 By embracing selfies, urban environments, and modern communication methods, the brand is aiming to connect with contemporary consumers in a more direct and immersive way, redefining traditional luxury marketing in the process.
Implications for brands:
Embrace Digital Innovation: Fashion brands should explore creative ways to integrate technology and digital platforms into their marketing strategies.
Consider Authentic and Unfiltered Content: Moving beyond highly polished campaigns towards more raw and relatable content can resonate with modern audiences.
Engage Directly with Consumers: Utilize social media and messaging apps to foster a more direct and interactive relationship with their audience.
Be Bold and Experiment with Format: Don't be afraid to deviate from traditional advertising formats and explore new and unexpected approaches.
Implication for society:
Democratization of Fashion Imaging: Campaigns that empower models to create their own images can be seen as a step towards democratizing the often highly controlled world of fashion photography.
Changing Perceptions of Luxury: The shift towards more accessible and relatable marketing might influence how luxury brands are perceived by consumers.
Implications for consumers:
More Relatable Brand Communication: Consumers may find brands that adopt these strategies to be more relatable and in touch with contemporary culture.
Opportunities for Direct Engagement: Campaigns that utilize messaging apps can offer consumers a more direct way to interact with brands.
Implication for Future:
Continued Evolution of Digital Marketing in Fashion: Expect to see further innovation and experimentation in how fashion brands use digital platforms for promotion.
Potential Shift in Aesthetics: The raw and unfiltered look might become more prevalent in fashion imagery.
Consumer Trend (name, detailed description):
The Digitally Native Fashion Engagement: This trend describes how fashion consumers, particularly younger generations who have grown up with digital technology, are increasingly engaging with fashion brands through online platforms, expecting authentic content and interactive experiences.
Consumer Sub Trend (name, detailed description):
The Rise of "Real-Life" Aesthetics in Fashion Marketing: This sub-trend highlights a move away from overly polished and staged fashion campaigns towards imagery that feels more natural, raw, and reflective of real life.23
Big Social Trend (name, detailed description):
The Blurring of Lines Between Personal and Professional Identity Online: Individuals are increasingly comfortable expressing themselves and sharing more personal aspects of their lives on social media, which brands are tapping into.
Worldwide Social Trend (name, detailed description):
Global Adoption of Smartphone Culture: The widespread use of smartphones and social media for communication and content consumption is a global phenomenon influencing marketing across industries.24
Social Drive (name, detailed description):
The Desire for Authenticity and Connection with Brands: Consumers are increasingly seeking brands that feel genuine and offer opportunities for connection and engagement.
Learnings for brands to use in 2025:
Understand the Power of User-Generated Content Aesthetics: Embrace the visual language and styles that resonate on platforms like Instagram and TikTok.
Experiment with Interactive Digital Experiences: Explore ways to engage consumers directly through messaging apps and other digital tools.
Empower Models and Creators: Give more control and creative freedom to those representing the brand in campaigns.
Strategy Recommendations for brands to follow in 2025:
Launch Social Media Campaigns Featuring Selfies and Raw Imagery: Encourage models and consumers to create and share content in this style.
Utilize Messaging Apps for Direct Communication and Exclusive Content: Explore platforms like WhatsApp for engaging with their audience.
Collaborate with Digital Creators and Influencers: Partner with individuals who have a strong understanding of online aesthetics and engagement.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.
In 2025, "The Authentic Digital Runway" trend sees fashion brands like Courrèges redefining their communication by embracing raw, digitally-native aesthetics and direct consumer engagement, urging other brands to leverage social media, empower creators, and prioritize authenticity to connect with contemporary audiences.25
Final Note:
Core Trend: The Authentic Digital Runway: Fashion brands adopting raw, digital-first marketing prioritizing authenticity and engagement.26
Core Strategy: Embrace Digital Innovation and Authentic Content Creation: Brands should experiment with technology, leverage user-generated aesthetics, and engage directly with consumers online.
Core Industry Trend: Blurring of Lines Between Brand and Consumer in Marketing: Traditional top-down marketing is being replaced by more collaborative and participatory approaches.
Core Consumer Motivation: Desire for Authenticity and Direct Connection with Brands: Consumers value genuine brand communication and opportunities for interaction.
Final Conclusion:
Courrèges' latest campaign is a compelling example of how luxury fashion is evolving to meet the expectations of a digitally native consumer base. By breaking away from traditional norms and embracing a more authentic, raw, and technologically integrated approach, Courrèges is not only generating buzz but also potentially forging a deeper connection with its audience. This signals a promising direction for the future of fashion marketing, where innovation, authenticity, and direct engagement will likely be key to capturing consumer attention and building lasting brand loyalty.
Core Trend Detailed: description.
The core trend, The Authentic Digital Runway, signifies a fundamental shift in the fashion industry's approach to marketing and communication. It marks a departure from the meticulously crafted and often unattainable imagery of traditional campaigns, moving towards a more raw, unfiltered, and relatable aesthetic that resonates with digitally native consumers. This trend is characterized by the embracing of user-generated content styles, the leveraging of social media platforms as primary communication channels, and a focus on fostering a sense of direct and authentic engagement between brands and their audience. It acknowledges the democratizing influence of the internet, where consumers are not just passive recipients of brand messages but active participants in shaping perceptions and conversations. This "digital runway" prioritizes immediacy, inclusivity, and a sense of "real life" over the often idealized and exclusive presentations of the past.27
Key Characteristics of the Core trend:
Emphasis on Raw and Unfiltered Imagery: Campaigns often adopt a less polished, more spontaneous visual style, mirroring user-generated content.28
Leveraging Social Media as Primary Platform: Platforms like Instagram, TikTok, and even messaging apps become central to campaign execution and dissemination.29
Shifting Power Dynamics: The creative control may be shared with models, influencers, or even consumers themselves, moving away from solely brand-controlled messaging.
Focus on Real-Life Contexts: Campaigns often feature models in everyday urban environments rather than traditional studio settings.30
Interactive and Direct Engagement: Brands utilize digital tools to communicate directly with consumers, fostering a sense of connection and community.
Market and Cultural Signals Supporting the Trend:
Courrèges' Campaign: The article's focus on Courrèges' innovative use of selfies and WhatsApp directly exemplifies this trend.31
Popularity of "Real" and "Authentic" Content Online: The success of influencers and everyday users sharing unfiltered content on social media demonstrates consumer preference for this style.
Gen Z's Preference for Authenticity: Younger consumers, a key demographic for many fashion brands, particularly value transparency and genuine connection with brands.32
How the Trend Is Changing Consumer Behavior:
Increased Scrutiny of Overly Polished Advertising: Consumers are becoming more critical of heavily edited and seemingly inauthentic brand imagery.
Greater Trust in Peer-to-Peer and Influencer Recommendations: Authentic voices and relatable content often carry more weight with consumers.
Expectation of Direct Engagement with Brands: Consumers anticipate being able to interact with brands on social media and through digital channels.
Seeking Brands That Align with Their Values: Authenticity and inclusivity are increasingly important factors in consumers' brand choices.
Implications Across the Ecosystem:
For Brands and CPGs: Need to adapt their marketing strategies to embrace digital platforms and prioritize authentic content creation.
For Retailers: Can leverage user-generated content and social media to showcase products and engage with customers.33
For Consumers: Expect more relatable and accessible fashion content and opportunities for direct interaction with brands.
Strategic Forecast:
The Authentic Digital Runway trend is likely to become increasingly dominant in fashion marketing.
Brands that fail to adapt and embrace more authentic digital strategies may struggle to connect with younger audiences.
Technology will continue to play a crucial role in enabling and shaping this trend.
Areas of innovation (based on discovered trend):
AI-Powered Tools for Generating Authentic-Looking Content: Using AI to create imagery and videos that mimic user-generated styles.
Decentralized Content Creation Models: Empowering consumers and influencers to co-create brand content.
Immersive Digital Experiences That Blur the Lines Between Physical and Virtual: Utilizing technologies like augmented and virtual reality to create engaging brand interactions.
Final Thought (summary):
The rise of the Authentic Digital Runway signifies a watershed moment in fashion marketing, where the emphasis is shifting from curated perfection to raw authenticity, powered by the ubiquity of smartphones and the democratizing influence of social media. Courrèges' bold embrace of selfies and digital communication highlights the imperative for brands to adapt to this evolving landscape, prioritizing genuine connection and embracing the visual language of the digital age to resonate with today's consumers.34
