What is fashion’s obsession with squad goals?

Have you noticed the current trend in ad campaigns? Since the last few seasons, all the big design houses are featuring clans of models in their campaigns. Burberry was the forerunner (with their spring/summer 2014 campaign) and following suit are a number of international and Indian labels. 

The Balmain squad featured a second coming of the original supers—Cindy Crawford, Claudia Schiffer and Naomi Campbell. Closer home, Sabyasachi, Tarun Tahiliani and Manish Malhotra have redefined the brat pack. Dolce & Gabbana, Anita Dongre and Ritu Kumar have entire families dressed by the label. Perhaps the aim is for designers to show their variety in the age category. Maybe the idea is for the brand to appeal to all kinds of women. Either way, it seems to be working.

Read more at: http://www.vogue.in/content/what-is-fashions-obsession-with-squad-goals/