In our analysis, Electronic music emerges as the dominant genre. While Rock and Classical music appear regularly, and Latin and Reggae make occasional appearances, their presence is less prominent. Interestingly, Children's music appears primarily in brands with kidswear collections, such as Dior, and in certain seasonal campaigns sharing similar musical traits.

Within the Electronic category, Ambient music shows particular prevalence, perhaps due to its versatility and emotional depth. House, Techno, Downtempo, and Synth-pop also feature prominently in our findings. Less frequent but notable genres include Baroque Classical and Acid Jazz - significant variations within our study of over 400 musical genres.

Our methodology recognizes that Ambient music represents a broad category that may be more readily identified in our analysis. More specific genres like Techno, House, and Jazz have distinct categorizations. When considering combined subgenres, Techno emerges as the second most common choice. Grouping club-oriented music (Techno, House, DnB, etc.) reveals that Ambient and Club music share similar prominence in fashion brand communications.

By examining distinct patterns against industry standards, we identified what could be called a 'Signature Style' for each brand. These characteristic sounds, typically appearing as the third or fourth most frequent choice, create a unique sonic identity. Examples include Chanel's affinity for Synth-pop, Prada's connection to Techno, and Bottega Veneta's use of Renaissance/Classical music.

We analyzed mood patterns in fashion brand soundtracks using a database of over 55,000 songs. By combining computational analysis with user-generated tags, we gained insights into how brands employ different emotional elements in their communications.

The data reveals three dominant moods: 'Relaxing', 'Energetic', and 'Dark'. These choices appear deliberate - 'Relaxing' music tends to accompany luxury presentations, 'Energetic' tracks support dynamic campaign moments, while 'Dark' elements often enhance sophisticated or avant-garde themes.

'Documentary' style music frequently appears in behind-the-scenes content, while 'Emotional' tracks serve to deepen audience engagement. The presence of 'Romantic' and 'Happy' themes suggests their role in creating narrative connections within advertising contexts.

Less frequent but notable moods include 'Love' and 'Meditative', indicating occasional shifts toward contemplative messaging. 'Epic' and 'Dream' moods appear sparingly, typically in campaigns that emphasize conceptual or experimental approaches.

Through this analysis, we found that fashion brands operate within a defined emotional spectrum, favoring certain moods while limiting others.

The synthesizer, probably due to its vast expressive capabilities, stands out as the most utilized instrument, aligning with the preference for Electronic and Ambient music. Bass and drums, known for their versatility, are also frequently used across various styles.

Piano and guitar, both in their electric and acoustic forms, are common, reflecting a fusion of classic and contemporary musical elements that suit the diverse themes of different brands.

Deeper in the mix, we find a range of instruments like violins and other string instruments. The human voice, used both lyrically and as an instrument, ranks at number ten while unique instruments such as the flute, drum machine, and cello contribute specific textures and moods. The grandeur of an orchestra and the deep tones of a double bass are often utilized in upscale or dramatic campaigns.

Instruments like the harp, oboe, and electric piano, while less common, indicate their specific niche roles in certain campaigns.

Interestingly, Versace and Saint Laurent showed a distinct preference for piano-like sounds over synthesizer tones. However, it's important to note that our analysis for Versace was based on just four months of data due to their reset of social media pages, which could affect the comprehensiveness of our findings. Other brands generally followed a standard pattern, reflecting the broader industry trend in their choice of instruments.

Tempos, measured in beats per minute (BPM), showed a notable consistency across various brands, with the industry average hovering around 122 BPM. Brand-specific averages varied within a narrow range, typically from the high 110s to the low 130s, reflecting the diverse campaign styles of each brand. Brands like Burberry and Saint Laurent, which tend to steer clear of beat-heavy genres, often balance this with more energetic tempos.

As expected, a wide variety of musical keys are used in fashion brand ad campaigns, though certain keys are more favored. C major and A minor, also commonly used in popular music, are particularly prevalent. This could be due to their specific emotional resonance or aesthetic compatibility with the brands' images. Interestingly, minor keys account for about 58% of the preferred choices, aligning with the general statistics for many brands. Brands like Gucci and Burberry show a deviation from this trend, exhibiting a higher inclination towards major keys in their campaigns.

The data reveals a clear pattern: fashion brands tend to gravitate toward familiar genres, tempos, and musical keys. While this creates a recognizable sound, it also suggests missed opportunities for sonic differentiation. The widespread use of synthesizers and consistent musical elements points to an industry-wide comfort zone that may limit creative exploration.

Developing a distinct sonic identity offers brands a chance to stand out in a crowded marketplace. By exploring new genres, tempos, and instruments that align with visual branding, companies can create deeper emotional connections and more compelling narratives that resonate with broader audiences.

Some brands have begun embracing this multisensory approach, but there remains significant room for innovation in translating visual creativity into sonic experiences.

These findings represent just the beginning. To explore how your brand can develop a distinctive sonic identity, get in touch.