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Monday, 18 February 2013

'No Noise' Beats

I'm really not a fan of branding. As my background is in marketing I think perhaps I'm more jaded than normal to the techniques used in "creating cool". For me understated quality wins over hype every time.

Selfridges launched a 'No Noise' campaign this month in a reaction to the overcrowded marketplace we live in. Other than just a fun idea and relevant to my rejection of marketing, the de-branded goods themselves are quite beautiful. Heinz Baked Beans are instantly recognisable, reminding me of the "Brand Spirit" blog by Andrew Miller. Of all the brands in the campaign, I think Beats by Dr Dre are probably the most apt. As a product I think Beats can be ugly and gregarious, overpowering their superior quality. Sans colour and logo, it's a whole different story. I photographed three gents at this season's London Fashion Week to see how they wore their simplified Beats.

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