Can hiking clothes be this lovely? An analysis of the Millet 26SS collection selected by IVE REI
Hello. Today, I would like to conduct an in-depth analysis of the unconventional and lovely 26SS season advertising campaign, "Romantic Hike with REI," presented by the authentic outdoor brand Millet in collaboration with REI, a member of the representative 4th-generation girl group IVE.
No more rugged outdoor advertisements that emphasized only functionality! Millet made a bold attempt to completely overturn its brand image by selecting REI, known as "Kongsuni," as its model. REI has become a "wannabe" icon for the MZ generation thanks to her unique charm and loveliness.
This advertisement proposes a romantic stroll in nature rather than a simple hike. We will meticulously examine the marketing strategies hidden within the fairytale-like visuals created by the meeting of REI's dreamy gaze and Millet's sophisticated design.
1. Brand Description: The Romantic Transformation of Authentic Outdoor, Millet
Millet is an authentic outdoor brand with a 100-year history, founded in France in 1921. Although the brand has built a reputation for high-performance products for mountaineers conquering the Alps, it has been perceived as having a somewhat outdated image in the domestic market in recent years.
However, starting with this campaign with REI, Millet has declared a brand repositioning. It represents a shift from overcoming rugged nature to a lifestyle outdoor experience enjoyed by becoming one with nature. In particular, under the theme of "Romantic Hike" for the 26SS season, the brand is actively targeting the 10-20 generation, especially women, by maintaining functionality while significantly enhancing design and emotional aspects.
2. Advertising Concept: Romantic Hike
The core concept of this campaign is "Romantic Hike."
While traditional hiking emphasized the sense of accomplishment from sweating and reaching the summit, the hiking proposed by Millet is a romantic journey that enjoys the process itself.
Hiking like a leisurely stroll—walking slowly while smelling flowers, taking in beautiful scenery, and sharing casual conversations with friends. In the commercial, REI appears like a fairy strolling through a forest, demonstrating that hiking can be an exciting and lovely date rather than a strenuous and grueling workout.
3. Creative Concept: A Dreamy Fairytale in the Forest
The creative concept of this advertisement is a dreamy atmosphere that blurs the boundaries between reality and fantasy.
The soft focus effect pervading the entire screen and the pastel color palette create the feeling of walking through a dream. In REI's close-up shots, sparkling glitter makeup and a languid facial expression add to the sense of mystery.
CG effects featuring fluttering butterflies and scattering flower petals maximize the fairytale sensibility, while even the Millet logo is naturally positioned like a vine, creating the impression that the brand is part of nature.
4. Model Strategy: REI, a Unique Gen Z Icon
Millet's decision to hire REI as a model is an excellent choice for significantly lowering the brand's target age group and strengthening its fashion appeal.
- Unrivaled Character: REI is a charmer with various epithets, such as "Kongsooni" and "Hip Gen Z." Her unique and bubbly personality perfectly embodies the differentiated outdoor look that Millet pursues.
- Fashion Capability: Known for her kitschy and hip casual style, REI possesses an exceptional ability to reinterpret hiking wear in her own unique way. When she wears it, hiking gear looks as trendy as everyday wear.
- Global Fandom: Based on IVE's global popularity, we can expect to effectively promote the Millet brand to young people in overseas markets, particularly in Asia, including Japan.
5. Music and Sound: Whispering Melodies
Background music completes the emotional tone of the advertisement.
A mysterious atmosphere was created by using dreamy, wordless synth-pop or dream pop tracks.
REI's narration is heard softly, as if whispering, giving the impression that she is telling a secret story. By delicately incorporating nature ASMR sounds such as birdsong, wind, and the rustling of leaves, it offers both visual comfort and auditory healing simultaneously.
6. Filming Location and Set Design: Secret Forest & Flower Garden
The background of the advertisement is not an artificial set, but rather a real forest or a well-tended garden.
Locations were selected to evoke a romantic atmosphere, such as forest paths where sunlight filters through dense trees and fields bursting with colorful flowers. Props placed throughout, including picnic mats, rattan baskets, and vintage lanterns, create a mood for sentimental camping or picnics, visually demonstrating that hiking is synonymous with healing.
7. Outfit and Styling: Lovely Gorpcore Look
REI's styling is the Lovely Gorpcore look proposed by Millet this season. She presents unconventional yet lovely styling, such as mixing and matching functional windbreaker jackets with frilled skirts or lace dresses, or pairing pastel-toned anoraks with knee socks and Mary Jane shoes.
She neutralized the ruggedness of hiking wear and reborn it as a daily look that is beautiful enough to wear in everyday life.
For hairstyles, she emphasized REI's signature girlish charm by utilizing braided pigtails or ribbon accessories.
8. Expected Advertising Effects: Influx of Young Targets and Brand Image Refreshment
The effects Millet expects from this campaign are clear.
First is the influx of female targets in their teens and twenties. By instilling the perception that the clothes are worn by REI in young women who previously had no interest in hiking wear, it stimulates their desire to purchase.
Second is leading the Gorpcore trend. By pioneering a new genre called "Romantic Outdoor" that prioritizes design and sensibility in a market that previously emphasized only functionality, Millet establishes itself as a trendsetter brand.
Finally, it is the rejuvenation of the brand image. It is about shedding its old-fashioned image and being reborn as a young, trendy, and hip brand.
Conclusion: Make a walk feel like a date, with REI
The Millet X REI Romantic Hike advertisement captured the most lovely and romantic moments that the outdoors can offer.
Instead of a strenuous hike, why not put on some pretty clothes and take a light stroll along a forest path? With a lovely Millet look like REI, every step you take will become a scene from a movie.
This concludes our analysis of Millet's new advertising campaign. We will return with more trendy brand stories in our next post.