By Amy Houston

What does the trend for paparazzi-style ads for celebrity-obsessed audiences say about the ‘big idea’?

Fashion marketing has long been a playground for the avant-garde, but increasingly, a sense of monotony has settled in, leaving creativity to take a backseat to the comfort of the familiar. Luxury brand campaigns are now more likely to look like paparazzi shots straight from the pages of a gossip site or glossy magazine​, such as Kering group’s Bottega Veneta and Gucci TMZ-style images featuring famous faces A$AP Rocky, Kendall Jenner and Bad Bunny going about their day-to-day lives.

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Source: The Drum