Mango campaign draws on customer choices via social media

By

Sandra Halliday

Published
Mar 11, 2020

Mango has launched its latest campaign for the spring/summer 2020 season with photographer Glen Luchford shooting Anna Ewers, Rebecca Leigh Longendyke, Vittoria Ceretti, Kit Butler and Hamid Onifade for the images and video. Ewers and Longendyke also featured in the retailer’s Shared Moments campaign for autumn/winter 2019 and the new campaign continues the theme.

The company said the Shared Moments theme reinforces the concept of togetherness and focuses on community spirit “through a video and images that extol the virtues of the intimacy and naturalness of shared moments, celebrating a moment of true complicity and at the same time, the expression of one’s self”.

Luchford created a 1970s-inspired look and feel that was photographed in the Mexican cities of Valladolid and Merida. But the story behind the campaign also drew on the opinions of the brand's customers.

As with many campaigns these days, there was a drive to get consumers involved. Under the slogan Look. Participate. Decide, Mango’s creative team launched “a pioneering project in which over 11 million followers of the brand can choose some of the garments the models have worn during the campaign, as well as interacting with them with amusing decisions relating to the trip to Mexico and the moments shared with the others”.

Via Instagram, the brand’s followers have also had a part to play in which garments and accessories in this new collection are being sent to the stores.

The company also said that all of the garments in the women's collection have been created with 100% sustainable fabrics.