Brands are casting fresh faces for their campaigns, and no, they're not your next It-girls. 

When it comes to advertising, most brands want to cast the It-celebrity, have the edgiest pictures, spark some controversies, and most importantly, BREAK THE INTERNET. You know what they say, any publicity &mdash; even if&nbsp;it&rsquo;s bad &mdash; is&nbsp;good publicity. And the results from recent years? You&rsquo;ve got Kendall Jenner on every billboard and campaign: one day she&rsquo;s an adidas girl and now she&rsquo;s the <a href="https://vmagazine.com/slideshow/101881/kendall-jenner-is-the-new-face-of-tods/#slide3">face of Tod&rsquo;s</a>. When you see the same face across so many brands, the identity of these brands gets diluted. Since they share the same face for the brand, do they share the same identity then? Not necessarily, but nothing really sets them apart either. And we as consumers, become desensitized to these ads. We become bored.

Recently, other brands have dealt with this in a completely opposite (positive) way. Sort of like a strike back to these star-studded campaigns. During the holidays, Sephora launched its most diverse holiday <a href="https://www.racked.com/2017/10/27/16507620/sephora-employees-holiday-campaign">campaign</a> by inviting more than 1,000 of its own employees to submit a video entry to be featured in the company&#39;s next advertising campaign.&nbsp;

Sephora Holiday Campaign

Y/Project also featured the whole atelier team, including the interns, for its Spring2018 collection. The photoshoot somehow also served as a company outing, where they drove to the outskirts of Paris, swam, and even rode on horses. Creative director Glenn Martens told <a href="http://www.dazeddigital.com/fashion/article/38879/1/yproject-ss18-campaign-features-upskirts-swimming-and-a-horse">Dazed</a> that he wanted to celebrate the individuality of the Y/Project family, so that &ldquo;each [employee] is part of the history of the brand.&rdquo;

Y/Project SS18

yproject2.jpg

yproject.jpg

Demna Gvasalia has also successfully done this with Vetements and <a href="https://fashionista.com/2017/12/balenciaga-spring-2018-ad-campaign">Balenciaga&rsquo;s Spring&nbsp;2018</a> campaigns. For its menswear collection, normal people were shot in the streets of Zurich by Gvasalia &mdash; a&nbsp;candid picture of a couple with their baby, an old man awkwardly posing in front of an erotic shop, and a tourist holding a piece of wrinkled map.

So, is this all some reverse psychology ploy to grab more consumers? Probably. Is it working? Definitely. And we have a feeling that this is going to become a growing trend in the future.

Vetements

New Campaigns Stray Away From Famous Faces 

L'OFFICIEL USA May 2024 - Natalie Portman Cover

L'OFFICIEL HOMMES USA April 2024 - Jake Gyllenhaal Cover

L'OFFICIEL HOMMES USA April 2024 - Zayn Malik Cover

L'OFFICIEL USA March 2024 - Dakota Johnson Cover

L'OFFICIEL USA December/January 2024 - Vanessa Kirby Cover

L'OFFICIEL USA November 2023 - Sofia Richie Grainge Cover

L'OFFICIEL HOMMES USA Fall 2023 - Nicholas Galitzine

L'OFFICIEL USA Fall 2023 - Jay Chou Cover

L'OFFICIEL USA Fall 2023 - Emma Corrin Cover

L'OFFICIEL USA Summer 2023 - Eiza González Cover

New Campaigns Stray Away From Famous Faces

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