Bluefly, fashion and lifestyle e-commerce website, launched its new spring print ad campaign featuring naked women in public spaces, unnoticed and unselfconscious. The tagline on each print advertisement, “That’s why I Bluefly”, is a response to the repeated scenario, “Nothing to wear”.
Bluefly is asking the question, “Would a woman rather go undressed than poorly dressed?”
“Bluefly realizes that fashion plays a key role in self-expression. The clothing we choose to wear often defines who we are, or who we aspire to be. Bluefly celebrates the importance of individuality and recognizes that these personal choices affect how people feel about themselves and how others perceive them. Without that crucial form of expression, people are simply naked.”
Melissa Payner, President and CEO of Bluefly, said, “This campaign is not about nudity. It’s about feeling naked, which is very different. These days more than ever, what you wear is inextricably linked to who you are. Without the ‘right’ clothes we experience an identity crisis. So our tagline ‘That’s Why I Bluefly’ is the perfect antidote for this condition.”
Credits
New York based advertising firm McCaffery Gottlieb & Lane worked with Danish photographer, Leif Schiller, to shoot Bluefly’s spring advertising campaign.
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How absurd. How fascinating to know the thought processes behind the conception for this ad campaign. It’s just a way to get a naked body in front of potential customers’ eyes. The print ads might work better than the television ads, which I find so ridiculous I’ve vowed to never shop bluefly.com