Last week, Supreme unveiled their latest marketing campaign, featuring it-girl of the moment Julia Fox in its starring role. Featuring as cabin crew on ‘Air Supreme’, Julia can be seen handing out Henny and posing on the laps of the passengers. For a brand that was once driven by logomania, branding seems to be somewhat of an afterthought here – everything looks cool, but you’d have to squint to make out the Supreme logo on stowed bags or the back of jackets. All eyes, including the camera, are instead trained on Fox – who takes the role from cameo to protagonist for the campaign.
Releasing a short VHS-style video and image for now, the campaign has already caused a stir online. Whilst we suggested that the move was not that surprising, considering that Supreme is still just catering to the hype (and that the hype is Julia right now), others online weren’t impressed. We asked our community to weigh in on the matter.
Tom kept things short and succinct – saying that the campaign was “Probably one of the worst things to come out of the 2020’s so far”… or was he talking more about Julia Fox’s rise to fame? Declan Hanson seemed to agree with that sentiment, lamenting that Julia Fox was “getting famous from no talent”. Unclear whether he has watched Uncut Gems as of yet.
However, others saw the merit in the campaign. Joubaíer added ‘I’M HERE FOR HER!!!!’, and with that amount of exclamation marks, we’ll take their word for it. Meanwhile, @adults_london proved that context is everything – saying that whilst their initial reaction to the campaign was, to quote, “meh”, that the explanation “made (them) see it in a different light”. We’ll take it!
Heading over to our TikTok community, they had a lot of thoughts on the matter too. After taking a look at the campaign’s video, Gabriel noted that “It feels like everyone there is trying way too hard. I’m feeling embarrassed for them 😭”. However, the TikTok fam were actually a lot more positive on the whole, with three separate people citing Fox as a “queen”, pledging support for the project.
Others praised the project’s photographer / videographer, Harmony Korine, and @whateverdude007 agreeing with our take over on Instagram, simply stating that “this is on brand”. Whilst there were a few who found the whole thing just entirely random, another take explored the potential missed by Supreme in this campaign.
@th34nswer noted that it “Woulda been cool if the roles were reversed and the dudes were serving the ladies. Allow misogyny”. And whilst we get that Supreme’s focus for Julia Fox in the campaign was the nostalgic, cabin crew aesthetic, enhanced by the disrupted VHS files and high-saturation film, we also take @th34nswer ‘s point here. It would’ve been cool to see her relax on Air Supreme. The jury’s still out.
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