Gwyneth’s the way to do it in style

How many 13-year-olds do you know wearing Marc by Marc Jacobs? What about 15-year-olds in Miu Miu? Come to think of it I can’t think of many 28-year-olds who wear Dior.

I know plenty that would like to, don’t get me wrong, but none that can afford to. And despite a severe lack in the number of youths making their way to Bond Street on a Saturday afternoon, hunting for a new outfit to wear to the park, it hasn’t stopped the likes of those mentioned above, as well as many others, from using young girls in their campaigns.

Typically, models in advertising campaigns are used to evoke lifestyle aspirations encouraging their target consumer to purchase the product in the campaign. I can’t imagine, or rather I should hope not, that the sophisticated Marc by Marc Jacobs consumer would aspire to the lifestyle of a 13-year- old, however stylish she looks. There’s concern that using young, un-established actresses to promote a brand could be putting people off as the model used does not reflect that of the target consumer, in looks or in lifestyle.

At least Coach, the luxury American handbag brand, knows how to formulate a successful advertising campaign. For the second season running they’ve chosen the award-winning actress Gwyneth Paltrow to front and embody their campaign and give consumers something to aspire to.