Poster Girl launches new social media campaign inspired by reality TV

Featuring a host of social media’s hottest personalities dressed in the brand’s latest collection for the summer season, London-born fashion brand Poster Girl launched its new campaign this Monday and it’s already going viral. Highly anticipated following the teasers revealed on the brand’s Instagram page barely 24 hours before, the campaign inspired by reality TV – called “The Love Factory” and which will be broadcast over 5 days in a series of mini-episodes of clips realistic video and images. – has clearly hit the home run with fans tuning in daily to get the latest storyline and scoop, all featuring pieces from Poster Girl’s latest collection.

Natasha Capper and Francesca Somerville, co-founders and creative directors of Poster Girl, know a thing or two about creating viral campaigns. For the brand’s SS24 season, the duo opted for a scripted shoot filmed in front of the New York Supreme Court with City Girl JT, Cindy Kimberly and Alana Champion. Images from the shoot quickly went viral on various platforms even before the campaign launched. This year, Capper and Somerville pay homage to the golden age of reality TV and present another meme-worthy feed for moodboards. Think Tiffany Pollard attitude meets dry British hooliganism, without an old girl’s shoe in sight.

The new collection, launched at the same time as the first episode of the campaign, is live on the brand’s e-commerce site and can be purchased by the passionate audience while enjoying the Bachelor scenes over the coming days. Talk about striking while the iron is hot.

“It’s something we’ve never done before, and it really connects us with our audience and our social following,” comment Capper and Somerville of the way they chose to unveil the collection. summer. The duo is also moving away from traditional seasons — an established standard in the fashion industry for decades — and instead opting for year-round drops. “We are simply acting in a more emotional way for the brand, releasing our collections without restriction by the fashion calendar.”

Die-hard Poster Girl fans know that the brand’s designs are not for the faint of heart. Comprised of over 100 references, the bold, unapologetic style that has become synonymous with the brand continues in the new collection: think fitted jumpsuits derived from the designers’ British roots (created in unisex silhouettes with lustrous Italian threads), flames dress-inspired necklines and lace patterns on shapewear, sheer bodysuits with strategically placed feathers and, in the style of Capper and Somerville, headbands with built-in wigs.

In today’s world, capturing audience attention in the digital sphere has become increasingly crucial for all brands. Unlike big names in fashion, independent brands must evaluate where they place these limited resources to maximize return – whether that’s exposure, revenue, or simply increasing the number of followers on social media platforms. So, what is the co-founders’ point of view on the deployment of funds: traditional fashion shows or campaign productions?

“We love shows and have had shows over the past few fashion weeks,” Capper and Somerville tell me, “However, it’s more restrained in terms of connecting with our broader audience.”

“Creating story-driven campaigns and presenting collections in new ways allows us to speak more fluently with our community. We want to make the collection available and accessible on launch day because that’s what the digital age expects from brands. The patience of waiting 6 months for a look to arrive in store is gradually becoming outdated. Capper and Somerville add.

A well of limitless creativity, Capper and Somerville say they want to push their brand language in a new light. “It still remains Poster Girl-coded with elements of humor and iconic references from golden age reality TV… We want to entertain our viewers!”

Capper and Somerville also made a cameo appearance in the campaign videos, fully embracing the storyline they co-directed and in turn forging a real connection with the brand’s community. Perhaps there is a lesson to be learned here. Poster Girl’s viral campaign launched the same week as Dior’s new Cruise show, unveiled in the magnificent ‘Versailles of Scotland’. The production, which undoubtedly cost millions, may be impeccably organized and stunning to behold, but the tried-and-true formula of Hollywood contestants (Jennifer Lawrence being this season’s main VIP contestant) and A-list influencers could be a a little too stereotypical and end up inflicting weariness on the public. .

It takes a lot of work and a wonderful imagination to stay ahead in this game. The creative duo’s latest two campaigns see the brand’s signature low-fi, gritty manner being adopted and recreated by others, and the new campaign will be also copied quickly. But we can count on Capper and Somerville for a new concept, delivered in the most unexpected way. When asked what’s next for them, the duo simply responds with a light and inspiring mission:

“Everything seems so uncertain and out of control in the world right now. It’s hard to know or predict what the future holds, but we hope we can continue to bring some light, comedic creativity into people’s daily feeds.