I think it’s always a good idea not to show your product in your ads. It’s worked for COMME des GARÇONS for over 30 years. It instills confidence, creates mystery, and let’s your audience know you won’t compromise.

Years ago, I had a subscription to Malcolm Forbes’ magazine ‘Egg’. It was all about NYC culture, so being a boy growing up in the middle of nowhere, I had no idea what any of it meant. I loved it. It folded less than a year after its launch. Anyway, I remember one issue had a CdG SHIRT ad that was a picture of a hot dog cart. And the rest is history, as they say…

More inside.