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The two words in the ads allowed them to supply their own reasons for buying the product. Because of the ads connotations to beauty, luxury, grace and elegance, they elevated something previously viewed as an unmentionable necessity that no one wanted to think about into something aspirational. Fashion designer Charles James created some of the sumptuous baroque gowns in an advertising campaign, photographed by Beaton, for Modess sanitary napkins, writes Judith Thurman in The New Yorker
Now its a full-circle moment, the best fashion houses in the world are really excited about partnering with us to offer value to customers, to have customers experience their brands for the first time in this really aspirational way
Fast forward to today, and Kendall Jenner attended the 2023 Vanity Fair Oscars party in the exact same dress but in a shade from the opposite end of the color spectrum
