Fashion: brands looking for role models

A fishnet tank top, rings here, a burgundy hijab there... In the giant Adidas' latest campaign, the brand's clothes and sneakers, recognizable by their three stripes, mingle with other clothes and accessories. unbranded, as proof that sportswear can blend into different looks and embody so many lifestyles. With camera movements linking wide shots and tight shots, high angle and low angle shots, the spot cut for Instagram features six personalities, creative and committed: Habibitch (French queer dancer-activist of Algerian Kabyle origin), Chilla (Franco-Malagasy singer and rapper), Rawdah Mohamed (Norwegian model of Somali origin and fashion editor of Vogue Scandinavia) or a certain Giuseppe (gay Italian blogger who runs the Instagram account "My dad wouldn't approve") .

To promote its brand image among young people, the German equipment manufacturer has opted for inclusion and diversity. “I am ready to become who I want to be” or “I am open to other points of view”, can we hear – in English – in the spot. Empowering yourself unhindered and accepting differences is where the new cool lies. Exit here the unattainable success of a Hollywood star “whose highlighting may seem too calculated in the eyes of an audience less and less fooled, analyzes Géraldine Michel, professor at the IAE …