Last month I was flicking my way through a bumper fashion edition of The Sunday Times Style magazine when I was struck by how many adverts looked warm and cosy.
That is they have either been shot outside during the natural ‘golden hour’ or the photographer has covered the lens with a warm/orange filter or added a warm filter adjustment layer in post-production.
It occurred to me that maybe in times of heightened uncertainty and fearfulness people appreciate comforting pictures. Images drenched in soft, golden sunlight suggest intimate, homely times and offer a whisper of reassurance. Interestingly, interior shots contrived with a distinctly retro feel have also made a return.
Indeed, the Gucci perfume advert has a distinctly late-sixties hippie feel with the vintage rattan chair and birdcage. Perhaps the freed birds within this setting is a discrete celebration of the 50 year anniversary of the ‘summer of love’, an outward-looking, hopeful moment that was drenched in optimism.
It can’t simply be a coincidence that so many luxury brands have chosen this style intimating that expensive luxury products equate with feeling warm, safe and secure. Even the Times Competition at the back of the magazine had the picture of Paris soaked in a golden light!