The beginning of summer signalled one of the season's most anticipated shows... the Cosmo Swimwear Fashion Show. It was different in that it was not a traditional show, but more an advertising medium for the sponsors to show their stuff. Sometimes I feel sponsors are not dealt a good hand but Cosmo definitely knows how to market so well done to them!
In every scene there was some sort of brand association. Even before the show had started there were promoters of every brand that was going to be in the show, handing out product or talking about their prospective brands. The Davidoff Cool Water scene we had Tracey MacGregor spraying herself with perfume, the Vawter scene the models were drinking it and dancing as if in a club, the Havianas scene the models came out in outfits made of havianas slip slops and the Bonaqua scene the models sprayed it all over each other...
In times of economic downturn, companies want bang for their buck, Cosmo has obviously caught onto this and thus they made their sponsors products the main focus. It did get a little annoying as it just seemed that product was getting shoved in our face, but the models were beautiful, the lighting good and great music and costumes so all in all it was a great show...
And summer has just begun!!!
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