Last but not least: A shopping bag with expensive contents

Let's ask ourselves the incredibly complex question of what the point of an advertising campaign actually is. The question is actually so complex that we'll even save the question mark. But let's get on with it: an advertising campaign is of course intended to increase awareness of a particular product brand. And if the brand aura is given a cool, original touch, art is created, irony is used and even the model depicted is allowed to rehabilitate her reputation, then the advertising campaign in question has more than fulfilled its purpose. The current Marc Jacobs campaign is one that can justifiably be said to have done all of this. It features Victoria Beckham, the footballer's wife who is repeatedly voted the worst dressed woman in the world. But not always clearly: in the best picture, only her wide-spread legs hang out of a crumpled shopping bag. On her feet are pumps with pink heels, the cord of the bag deformed into a smiley face. "The woman is a total product. And advertising is all about products. It's like we're saying: We put her in a bag!", photographer Jürgen Teller told German music magazine Spex, explaining the concept behind the ingenious campaign. Alix Sharkey, the English fashion and style expert at Weltwoche, unfortunately has a very different opinion. "Teller's previous advertising campaigns for Marc were brilliant. The Beckham series, on the other hand, is clearly bitter and sinister." In this case, the bitterness is probably more to be found in the critic.