Basic Needs

Fashion isn’t essential. Until it is.

Luxury is supposed to be extraordinary. But isn’t it a secret wish to make it a part of everyday life?

IDEA

Basic Needs takes that wish literally — placing fashion’s objects of desire in the visual world of everyday essentials.

WHY IT COULD WORK FOR YOOX

YOOX has always approached luxury with a little less ceremony — mixing designer fashion with discovery, wit and an eclectic point of view. Basic Needs plays in the same space. By placing iconic fashion pieces inside the visual language of everyday essentials, the campaign plays on the insight of possessing. Unlike "fashion-snob" retailers, a discount retailer can afford to be humorous and creative when it comes to the concept of affordability / unaffordability.

My role: creative concept, art direction and AI visual development.

A spec campaign. Not commissioned by YOOX.