The Strand Arcade goes to India for ‘Art of Authenticity’ campaign
The Strand Arcade has shot a campaign outside of Australia for the first time, shooting an ad in India for its spring summer campaign.
The ad features model Nicole Pollard in the Neemrana Fort-Palace in Rajasthan.
The campaign was created by PDC Creative, led by creative director Caroline Poiner and photographer James Pipino.
As part of the campaign, the advertiser has released behind the scenes footage from the shoot.
As if retail wasn’t hard enough. What have cows and feral dogs got to do with selling fashion?! All that beautiful heritage & prestige of The Strand lost…where is the authenticity in that?
Gorgeous! Much better than the latest from Myer and DJs.
Like it – as PB said, better than Myer and DJ.
However, ethically its a bit of poverty porn – beautiful rich western model, shot against poor people and colourful poor children as back drop.
Also, the model is small breasted and
Australia’s government is “banning” adult publications and films featuring women with “small breasts,” says Aussie activist Fiona Patten, on the grounds that such images encourage pedophilia.
Patton, leader of the anti-censorship Australian Sex Party, is taking issue with a 2005 ruling which specified that even depictions of women who are over 18 but “appear to be” underage may be judged “illegal.” Is this alleged practice a strategic way to fight child pornography, or — as Patten maintains — an absurd reaction to a perfectly normal female body type?
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Given this, can we expect MTR and her harpies to swoop on down into the comments here?
An unmitigated crock of camel dung !
What has India got to do with shops from the Strand Arcade ? The heads of the Ipoh Group should really have a closer watch on their expenses.
And PB, really clumsy astroturfing attempt.
Huuuuge waste of money…lame
Marketing Director Jean Ralphio
Can’t say it’s my favourite Strand campaign of recent memory. Seems a massive stretch, don’t at all see the connection between Strand and India?
That’s shocking… Pretty Westener prancing along in a skimpy dress, while getting to know the ‘real’ India. Super racist and clearly not at all relevant to Australian retailing.
Unfortunately this article does not provide the full rationale for the campaign, which was actually part of a much bigger picture.
The opportunity to shoot in India came from the Strand Arcade’s partnership with Artisans of Fashion – an initiative that supports the cultural ties between Australia and India and aims to create sustainable livelihoods for vulnerable communities and rural artisans in India.
Many Australian designers, in The Strand Arcade and otherwise, work with Indian artisans in the creation of their collections. This campaign celebrates the art of this traditional craftsmanship and their contemporary designs.
Unimaginative, degrading and irrelevant. If there are genuine connections with Indian artisans surely this would be a USP worth exploring, it doesn’t emerge at all.
It’s more than just a bit of ‘poverty porn’ as sam puts it. It’s incredibly distasteful.
i find it quite distasteful if not very culturally insensitive.
Someone completely missed the point if the aim was “to a to create sustainable livelihoods for vulnerable communities and rural artisans in India.”
And then you have a fashion shoot of a glamourous model, walking through a poverty stricken city, seemingly unaffected or indifferent to her surroundings?