Tuesday, 20 September 2016

Brooklyn Beckham Shot Burberry Campaign

Social Media has proven to be one of the most effective ways to capture consumers’ attention. In 2016, Burberry made a controversial decision to hire Brooklyn Beckham (son of David and Victoria Beckham) to shoot a campaign. Some say that this can attract the younger consumers to the brand. Others say that this was an insult to the photography industry. 

From motor industry, travel agency to the beauty industry, all businesses are focusing on promoting online via Social Media. There is no exception for the fashion industry either; from high street to high end. Some labels now live-stream their fashion shows to get the online viewers involved. Celebrity endorsements are also crucial to brands. Getting the right celebrity that looks the part with a huge amount of followers can increase sales dramatically. 

Brooklyn is the second member of the family that collaborated with the brand. His younger brother had an incredibly successful Christmas advertisement which had 11 million views within 48 hours. The shoot Brooklyn did for Burberry was a live campaign. With the hashtag #thisisbrit, viewers could stream online on Instagram and Snapchat. Some professional photographers felt very strongly about this marketing strategy. Fashion photographer Chris Floyd described it as “devaluation of photography”. He said: “David and Victoria Beckham represent sheer willpower and graft. Especially Victoria, she’s climbed that mountain all by herself. They represent hard work and then their 16-year-old year son comes along and it’s sheer nepotism. He hasn’t done it from hard work, which is counter-intuitive to what his parents represent.”

Photographs taken by Brooklyn Beckham

In my opinion, getting Brooklyn onbaord is a very smart marketing strategy. He is 16 years old, very relevant to the pop culture and connected with the younger consumers. With over 8.5 million followers on Instagram, it is certain that he made a huge impact. Having said that, I have to agree with what the fashion photographers had to say. I understand that Burberry is a fashion label and the ultimate goal of all businesses is to increase revenue. But in the artistic point of view, not only did Burberry devalue photography but also professionalism. Moreover, would it be the same if he was not a Beckham with millions of followers? It proves how unreasonably powerful the celebrity culture is today and it is definitely one of the things I dislike about our society. Many teens have distorted thoughts such as thinking that being rich and famous is the only way to define a high level of success in life. 



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