Upcycled Denim Bags Brand

Images in advertising are one of the fundamental parts of a successful PR campaign for any brand. They help the advert to evoke the right emotions in the potential customer and create strong associations that will ensure brand recognition. Images in advertising can be types of people with whom the customer can associate, graphic compositions, words, symbols, colours and even auditory and olfactory sensations. Visual research ‘Images in Denim Advertising in the XX-XXI century’ - is part of a graduation project on a brand that designs and sews bags from previously used denim. The work was created in order to understand how by now legendary denim brands have managed to gain the trust and love of consumers around the world, what images in advertising the companies chose in different historical and cultural circumstances. Images in advertising of denim brands give an opportunity to understand what marketing and PR strategy a particular brand followed and/or adheres to. Besides these, there are other research topics: for example, how jeans have become a universal object of style and comfort, prestige and convenience, how one wardrobe item can win the adoration of such different social types as the factory worker, the rebellious informal, the ideal housewife, the glamorous beauty, etc. Understanding and being oriented in this topic will help me in the future in creating a visual identity for the brand of upcycled denim handbags, besides, I will be interested in giving a second life to a new item by respecting and knowing its advertising past and brand history. The methodology of visual research is based on the study and comparison of images in denim advertising of the XX-XXI century on posters and posters, signs, banners, in celebrity photographs and even in cinema. The task before me was to identify and analyse the links between events and moods in the world and culture and the emergence of new images in advertising. I tried to show how these images looked like in the advertising campaigns of different brands specialising in the production of denim clothing. I have traced the evolution of the idea of jeans from ordinary twill work trousers to fashionable branded clothes that allowed Levi's, Lee, Wrangler, Diesel and other companies to become world bestsellers. The visual research consists of 9 chapters and an introductory part that tells about the emergence of denim and the characteristics of this material, while the following chapters look at the images in denim advertising that I have highlighted during the research process. The material is distributed in the chapters according to the chronological order, that is, it allows us to talk about the history of denim advertising. The criteria for content selection were brightness, expressiveness of images, their originality. I propose to consider: the image of a worker, the image of a cowboy, the image of convenience, the image of lovers, the image of an ideal man, the image of a femme fatale, experiment and humour.