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The End of Jean Paul Gaultier

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All fashion fanatics can take a deep breath — Jean Paul Gaultier is not anywhere near “the end.” However, the iconic brand’s fear-inducing Instagram post this past weekend left the world wondering if it may be their last.

Caption-less and dramatic, Jean Paul Gaultier’s post relied solely on the imagination. Fans frantically commented “new campaign right?” and “la fin de quoi?” To make matters even more stressful, the label’s Instagram bio was changed to “the end of an era” and their profile picture was nowhere to be seen.

Thankfully, Jean Paul Gaultier returned to normal with a fresh video accompanied by the hashtag #FutureisCollective. Within the montage was a variety of brand logos such as Charlotte Wales, SSENSE, Palomo, and more. The luxury house’s profile picture has been restored along with a new bio: “Welcome to the new era of Jean Paul Gaultier.” Perhaps a re-launch of their discontinued ready-to-wear is in our midst, or some major collaborative projects are on the horizon. We’ll be hearing soon.

Shocking a fashionable social media audience seems to be the most à la mode marketing tactic of the year, especially considering Bottega Veneta’s entire Instagram disappearance this past January. With the increasing saturation of fashion on all digital platforms, the best strategy to be seen may be fully omitting any presence. Scare your fans into loving you even more. Seems like Jean Paul Gaultier may have gotten the reaction they wanted…

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createdAt:Mon, 24 May 2021 14:41:24 +0000
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section:Fashion