Esprit, 1988

In tandem with photographer Oliviero Toscani, ESPRIT took a controversial route with their catalog as well as with their campaigns. Prompting catalog recipients with enigmatic questions of identity and behavior, it was not simply about giving an ideal for the consumer to buy into but rather a fully concious lifestyle. Together with their iconic advertisements, ESPRIT’s imagery proved to be some of the most groundbreaking of its era establishing a new discourse in how a brand can use subversion to address its customer’s needs.

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