Marketing is currently a top trend in the fashion industry where fashion brands are improving on their ways of advertising their clothing; in order to reach public awareness and expand on sales. Many fashion brands use celebrity endorsement to sell their product because if a celebrity is seen advertising the product, the consumer is more likely to look up to the brands image and rate the brand. More-over, if a celebrity is advertising and wearing the product, the consumer is more likely to purchase it. Fashion brands are prepared to make big budget signings for big celebrities and this is set to continue in 2015 with many fashion brands showcasing seasonal advertising campaigns with certain celebrities.

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As far as celebrity endorsement goes, the obsession with the celebrity is predominant in some Spring/Summer '15 advert campaigns; an example being Kim Kardashian & Kanye West for Balmain. Kim Kardashian and Kanye West both starred in Balmain's "Army of Lovers" Spring/Summer '15 campaign where they were pictured intimately together holding and nearly kissing one another. Photographs taken by Mario Sorrenti, creative director of the french label Oliver Rousteing, had Kim Kardashian and Kanye West dressed head-to-toe in garments from the latest collection.

Kim Kardashian posted a sneak-peek photograph of the campaign on social-networking websites Twitter and Instagram and within a matter of minutes the campaign got thousands of retweets and everyones attention; giving Balmain a huge boost in public awareness. Brands are waking up to the fact that campaigns are no longer about beautiful images fit for print, but instead are about visuals that are going to work well for the web; hiring celebrities with millions of followers on the Internet to boost the brand's awareness. The use of social media websites / the Internet and mobile are all resources that a lot of people use on a daily basis and therefore the consumer is most likely to view media through these devices.

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