French Sells
Americans have always had a certain fascination with French style, a simplified and natural version of beauty and luxury. However, it seems this infatuation is on the rise, presenting Gallic brands with new opportunities for overseas expansion.
On the fashion front, we see brands like Rouje, created by Parisian model and influencer Jeanne Damas, growing in popularity. Marketing efforts prominently feature Damas toting a Birkin-esque basket in-hand, dreamy images of the French Riviera, and even the occasional beret. Rouje’s global success can be partially attributed to the fact that the garments mirror current US trends (Rouje has been described as “France’s answer to Reformation”), but the brand has its sights set on the US market for another smart reason: the effortless-chic style of the French woman is magnetic for Americans.
And this affinity for all things French reaches beyond the fashion world. The French way of life elicits elevated images, which presents an interesting opportunity for other types of French brands looking to enter into the American space. For example, My Little Paris, beloved French media site, recently launched its all-English newsletter. Playing on that emblematic je ne sais quoi that works so well stateside, readers can “join the club” and “unlock two weekly lifestyle secrets from real Parisiennes” in a few simple clicks.
Are we straddling the line of cliché? Perhaps. But boy does it work.
Yes They Can
"Why? Because we can!" What a powerful declaration of independence. This is also the signature for the Brooklyn Film Festival’s new series of short trailers and radio spots. In line with its previous campaigns, BFF uses humour and impertinence to promote its curation.
This must have been a dream account for TBWA/CHIAT/DAY, the agency behind the campaign. A far cry from the iconic-yet-predictable posters of the Cannes Film Festival, this year BFF ads feature gimps, severed ears, and a pregnant sock.
Playing the cords of shock advertising, this set of coarse commercials proves the festival’s capacity to resist conformity (i.e to feature mainstream films).
Celebrating its 20th birthday this year, the festival has always stayed true to itself and proved its ability to design content you can’t unsee. Isn’t it every brand’s goal after all?
