After finishing the first episode of IN VOGUE on Disney+, which documents the rise of John Galliano, I found myself contemplating a single question: How did one man manage to elevate fashion into an entirely new dimension of storytelling?
Galliano took over the runaway world not only by his designs but also by creating immersive, emotional experiences. And as a marketing girl myself, obsessed with storytelling, one question has been dancing around in my head ever since:
Is Marketing Living Its Galliano Era?
The Power of Theatrics
Galliano’s genius was in his ability to turn a runway into a stage, and his clothes into narratives. His runway shows, dripping with theatricality, had a hypnotic power – as hypnotic as good copywriting skills.
Galliano took over the runaway world not only by his designs but also by creating immersive, emotional experiences. And as a marketing girl myself, obsessed with storytelling, one question has been dancing around in my head ever since:
Is Marketing Living Its Galliano Era?
The Power of Theatrics
Galliano’s genius was in his ability to turn a runway into a stage, and his clothes into narratives. His runway shows, dripping with theatricality, had a hypnotic power – as hypnotic as good copywriting skills.
Galliano understood what so many designers – and marketeers - miss: people want more than just clothes. They want a journey, an experience, an escape. His designs were part art, part theatre, and part childhood fantasy (or nightmare), pushing boundaries and provoking emotions far deeper than the average consumer purchase.
As BBC so aptly put it, "Fashion's claim to relevance, beyond selling us new stuff, has always been that it conjures a world of fantasy away from humdrum life" .
As BBC so aptly put it, "Fashion's claim to relevance, beyond selling us new stuff, has always been that it conjures a world of fantasy away from humdrum life" .
And this is where marketing comes in.
From Fashion to Fantasy: Storytelling in Today’s Marketing
Just as Galliano’s shows blurred the lines between fashion and theatre, modern marketing blends brand and narrative.
Marc Jacobs understood the assignment perfectly when featuring model Nara Smith, whose captivating TikTok persona has gained significant attention. Jacobs seamlessly integrated her character into the campaign, turning the product into an extension of her story.
Zalando, in its recent rebranding with the "What Do I Wear?" campaign, offers a fresh take on storytelling in fashion advertising by tapping into a deeply relatable narrative: the internal struggle of deciding what to wear. Rather than focusing purely on product promotion, Zalando emphasizes the emotions and decisions behind personal style, positioning themselves as the answer to one of fashion’s most universal dilemmas.
From Fashion to Fantasy: Storytelling in Today’s Marketing
Just as Galliano’s shows blurred the lines between fashion and theatre, modern marketing blends brand and narrative.
Marc Jacobs understood the assignment perfectly when featuring model Nara Smith, whose captivating TikTok persona has gained significant attention. Jacobs seamlessly integrated her character into the campaign, turning the product into an extension of her story.
Zalando, in its recent rebranding with the "What Do I Wear?" campaign, offers a fresh take on storytelling in fashion advertising by tapping into a deeply relatable narrative: the internal struggle of deciding what to wear. Rather than focusing purely on product promotion, Zalando emphasizes the emotions and decisions behind personal style, positioning themselves as the answer to one of fashion’s most universal dilemmas.
And as Galliano himself rises again, we see this theatrical narrative style returning to the forefront of fashion and marketing. Galliano mastered the art of using his collections to create stories, and today, brands need to do the same.
And yes, one might argue that advertising has always leaned on narrative—think of Calvin Klein’s iconic and provocative 'Nothing comes between me and my Calvins.' But now, more than ever, in a marketing landscape saturated with ads, consumers aren’t just searching for the best product or the lowest price, they’re seeking a feeling that transcends the transaction.
The question is no longer whether marketing is living its Galliano era—it’s about how deep into the drama we’re willing to go.
And yes, one might argue that advertising has always leaned on narrative—think of Calvin Klein’s iconic and provocative 'Nothing comes between me and my Calvins.' But now, more than ever, in a marketing landscape saturated with ads, consumers aren’t just searching for the best product or the lowest price, they’re seeking a feeling that transcends the transaction.
The question is no longer whether marketing is living its Galliano era—it’s about how deep into the drama we’re willing to go.