{"id":33168,"date":"2025-10-22T08:09:58","date_gmt":"2025-10-22T08:09:58","guid":{"rendered":"https:\/\/sneakerspirit.courir.com\/fr\/?p=33168"},"modified":"2025-10-22T08:10:00","modified_gmt":"2025-10-22T08:10:00","slug":"luxe-culture-populaire-storytelling","status":"publish","type":"post","link":"https:\/\/sneakerspirit.courir.com\/fr\/luxe-culture-populaire-storytelling\/","title":{"rendered":"Pourquoi les marques premium misent-elles sur la culture populaire ?\u00a0"},"content":{"rendered":"\n
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Tablier autour de la taille, l\u2019actrice britannique Olivia Colman incarne une employ\u00e9e de fast food dans la derni\u00e8re campagne Burberry. Campagne qui s\u2019inscrit dans la lign\u00e9e d’une tendance grandissante. Comment et pourquoi des \u00e9l\u00e9ments de la culture populaire trouvent-ils leur place dans les maisons de luxe ? D\u00e9cryptage.\u00a0<\/em><\/p>\n<\/blockquote>\n\n\n\n

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Les rues de Londres comme toile de fond\u00a0<\/strong><\/h2>\n\n\n\n

Pour cette campagne intitul\u00e9e Postcards from London<\/em>, Burberry<\/strong> d\u00e9voile une s\u00e9rie de vid\u00e9os courtes tourn\u00e9es dans des lieux embl\u00e9matiques de la capitale britannique. Chacune d\u2019elles se veut \u00eatre un concentr\u00e9 de culture locale. Mais c\u2019est le volet intitul\u00e9 A Pinch of Salt<\/em> qui a le plus suscit\u00e9 des r\u00e9actions : on y d\u00e9couvre Olivia Colman<\/strong>, tablier nou\u00e9 \u00e0 la taille, derri\u00e8re le comptoir de The Golden Chippy<\/em>, \u00e9tablissement r\u00e9put\u00e9 pour son fish and chips<\/em> dans le sud-est londonien.<\/p>\n\n\n\n

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Comme clients de l\u2019actrice multi-r\u00e9compens\u00e9e, le duo de mannequins internationaux Mona Tougaard <\/strong>et Lucky Blue Smith<\/strong> habill\u00e9s en pi\u00e8ces phares de la maison : trench-coat matelass\u00e9 et doudoune \u00e0 motif tartan. Un contraste volontaire entre l\u2019\u00e9l\u00e9gance Burberry et la banalit\u00e9 apparente de cette sc\u00e8ne du quotidien. <\/strong><\/p>\n\n\n\n

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Un nouveau storytelling<\/em> \u00e0 la rescousse\u00a0<\/strong><\/h2>\n\n\n\n

Depuis l\u2019arriv\u00e9e de Daniel Lee<\/strong> \u00e0 la t\u00eate de la direction artistique, Burberry semble chercher \u00e0 se red\u00e9finir. Apr\u00e8s une p\u00e9riode d\u2019essoufflement, la marque embl\u00e9matique britannique initie un virage strat\u00e9gique fond\u00e9 sur un retour \u00e0 ses racines\u2026 tout en adoptant un ton plus accessible. <\/p>\n\n\n\n

La campagne Postcards from London<\/em> incarne pleinement cette mutation. L\u00e0 o\u00f9 Burberry avait parfois mis\u00e9 par le pass\u00e9 sur une esth\u00e9tique froide voire \u00e9litiste, la maison opte d\u00e9sormais pour une certaine forme de proximit\u00e9<\/strong>. En racontant des histoires ordinaires, le trench<\/em> mythique, symbole du chic britannique, devient presque aussi incontournable qu\u2019un bus \u00e0 \u00e9tage ou un plat servi dans une barquette en polystyr\u00e8ne. Mais ce retour aux fondamentaux ne signifie pas pour autant une fermeture aux nouveaux codes. Bien au contraire : Burberry s\u2019aventure aussi du c\u00f4t\u00e9 des ph\u00e9nom\u00e8nes viraux n\u00e9s sur les r\u00e9seaux sociaux. <\/strong><\/p>\n\n\n\n

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Quelques mois avant Postcards from London<\/em>, la marque surprenait d\u00e9j\u00e0 en collaborant avec Bemi Orojuogun<\/strong>, une cr\u00e9atrice de contenu connue des utilisateurs de TikTok sous le surnom de \u00ab Bus Auntie \u00bb<\/em>. Chaque jour, elle se filme dans les rues de Londres, posant devant les c\u00e9l\u00e8bres bus rouges \u00e0 imp\u00e9riale. Un personnage attachant, devenu viral pour sa passion d\u00e9cal\u00e9e.<\/p>\n\n\n\n

En la mettant en sc\u00e8ne dans une campagne, Burberry fait un choix audacieux : celui de valoriser une figure populaire issue de la rue et des r\u00e9seaux<\/strong>, bien loin des c\u00e9l\u00e9brit\u00e9s traditionnelles de la mode. Ce coup de communication sera d\u2019ailleurs rapidement copi\u00e9 par d\u2019autres marques<\/strong>, comme H&M<\/strong> ou Maybelline<\/strong>. Pour clore cette collaboration devenue embl\u00e9matique, la Bus Aunt<\/em>y<\/a> a m\u00eame \u00e9t\u00e9 invit\u00e9e au d\u00e9fil\u00e9 Printemps\/\u00c9t\u00e9 2026 de la maison.\u00a0<\/p>\n\n\n\n

Par ces choix, Burberry prouve que les marques premium<\/em> n\u2019ont plus peur de descendre dans la rue. Fini l\u2019\u00e9litisme : place \u00e0 des images qui rassemblent et r\u00e9sonnent avec la r\u00e9alit\u00e9.<\/p>\n\n\n\n

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Vers une mode plus ouverte et inclusive ?\u00a0<\/strong><\/h2>\n\n\n\n

La d\u00e9marche amorc\u00e9e par Burberry n\u2019est pas un cas isol\u00e9. Depuis quelques ann\u00e9es, un nombre croissant de marques premium<\/em> choisissent d\u2019int\u00e9grer \u00e0 leur communication des \u00e9l\u00e9ments issus de la culture populaire<\/strong>. Parmi elles, Lacoste a fait appel \u00e0 l\u2019actrice fran\u00e7aise Ad\u00e8le Exarchopoulos<\/strong>, autant connue pour ses r\u00f4les intenses que pour son franc-parler naturel. Loin de l\u2019image bourgeoise que la marque a longtemps cultiv\u00e9e, cette campagne met en sc\u00e8ne une esth\u00e9tique d\u00e9lib\u00e9r\u00e9ment populaire<\/strong> : barbecue entre amis, burger d\u00e9goulinant et chaises de jardin forment le tableau.<\/p>\n\n\n\n

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Ce virage vers la culture populaire n\u2019est pas purement esth\u00e9tique. Il r\u00e9pond \u00e0 une attente profonde des nouvelles g\u00e9n\u00e9rations de consommateurs \u2014 notamment les millennials<\/em> et la Gen Z \u2014 qui rejettent les discours publicitaires d\u00e9connect\u00e9s du r\u00e9el<\/strong>.<\/p>\n\n\n\n

C\u2019est dans ce contexte que des marques comme Burberry et Lacoste tirent leur \u00e9pingle du jeu. En mettant en sc\u00e8ne des lieux familiers, des m\u00e9tiers ordinaires, ou des figures virales issues de TikTok, elles construisent un narratif hybride<\/strong>, o\u00f9 le prestige des pi\u00e8ces iconiques comme le trench-coat et le polo coexiste avec des \u00e9l\u00e9ments de la vie quotidienne. Une strat\u00e9gie habile qui permet \u00e0 ces marques de moderniser leur image sans renier leur identit\u00e9<\/strong>, et de montrer que l\u2019h\u00e9ritage, qu\u2019il soit fran\u00e7ais ou britannique peut, lui aussi, dialoguer avec le pr\u00e9sent.<\/p>\n\n\n\n

Article de Julie Boone<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tablier autour de la taille, l\u2019actrice britannique Olivia Colman incarne une employ\u00e9e de fast food dans la derni\u00e8re campagne Burberry. Campagne qui s\u2019inscrit dans la lign\u00e9e d’une tendance grandissante. Comment et pourquoi des \u00e9l\u00e9ments de la culture populaire trouvent-ils leur place dans les maisons de luxe ? D\u00e9cryptage.\u00a0 Les rues de Londres comme toile de […]<\/p>\n","protected":false},"author":24,"featured_media":33170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[4060,4059,122,123],"tags":[4463,4462,1561,4461,4459,4464,2444,1512,4465,4460,3608,4458],"class_list":["post-33168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-culture","category-fashion","category-lifestyle","tag-adele-exarchopoulos","tag-bemi-orojuogun","tag-burberry","tag-bus-aunty","tag-campagnes-de-publicite","tag-culture-populaire","tag-daniel-lee","tag-lacoste","tag-lacoste-tn","tag-lucky-blue-smith","tag-mona-tougaard","tag-olivia-colman","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nPourquoi les marques premium misent-elles sur la culture populaire ?\u00a0 - Sneaker Spirit<\/title>\n<meta name=\"description\" content=\"Des marques comme Burberry ou Lacoste adoptent les codes de la culture populaire pour s\u00e9duire une nouvelle g\u00e9n\u00e9ration. 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