ROGER GALLEGOS X JLT: Luxury Hardware
ROGER GALLEGOS X JLT
LUXURY
HARDWARE
Let’s be real, if every tool chest came with a mini Jodie inside, that dreaded trip to the hardware store with the spouse wouldn’t be so bad, would it? (Hey HomeDepot, let’s talk brand strategy. *wink, wink)
Jokes aside, the “misplaced” luxury item scene and the use of quirky/unusual props has been a huge trend in high fashion content since the start of the pandemic—very telling of the times, as one might say. The current state of disorder and chaos we’re experiencing as citizens of the world seems to have redefined how fashion and luxury is presented visually, and it’s quite intriguing! Rebellion against traditional glamour might be here to stay, so fashion photographer Roger Gallegos and Lani leaned into the trend composing a few shots featuring a curated selection of luxury handbags portrayed in a manner that drastically contrasts the way luxury goods are traditionally presented to consumers.
Here’s the million dollar question:
Are the luxury brands and retailers who have chosen this unconventional route in visually communicating with their audience seeing higher returns since their brand strategy shift? Is this a consumer-driven shift, or are companies taking a calculated risk based on trends that trickle down from the fashion industry’s hierarchy of influence and power? As target audiences continue to evolve and consequently shape how the fashion industry does business, time will tell.
Styled by Lani (JLT), and photographed by Roger Gallegos. 2022.
Featured Designers: Bottega Veneta and The Row.
THE TEAM
Photographer: Roger Gallegos
Art Direction: Lani (JLT) & Roger Gallegos
Stylist: Lani (JLT)