Introduction to Fashion Teasers
They have thoughts and we also decided to bring our office water coolers and endless pants here.
The Concept of Teaser Tactics
Maliha Shoaib: The introduction of teaser tactics through fashion feels in harmony with what we saw in other creative industries such as film and music. Think of a miracle or Disney film – If you drop a teaser, the fans will be wild to dissect every frame and pull out Easter eggs. Of course, people say that it spoils the film, but the anticipation becomes part of the experience. The same applies to music: artists tease a 15-second clip on Tiktok with the hope that it will be viral. If the full trace falls, it either gets even bigger or there is not quite expectations.
Visual Representation
The first look at Jil Sander by Simone Bellotti was in the form of a music project.
Photo: With the kind permission of Jil Sanderer
Challenges in Fashion Teasers
José Criales-Uneta: I agree, but the challenge here is that you cannot make a fashion show with a 30-second trailer like a film or a music video, as the show has not yet happened. And if you reveal something – a look, the set, a model – you have just spoiled a large part of the fun.
Examples of Fashion Teasers
Hilary Milnes: That is why we get such a detailed mix in these teasers. You have Gucci, whose teaser is a drop in a full collection and with a 33-minute film that is occupied with stars, faster Desnas clothing comes into shops, the better. Dior also spanned his celebrity stable by releasing a number of campaign pictures with cool girls Mia Goth, Mikey Madison and Greta Lee (a Jonathan Anderson -Devoteee). Then you have Bottega, whose teaser was a splash of green liquid.
