Escapism in Marketing: When Brands Offer an Exit Door
Balenciaga’s dystopian fashion film
In a world shaken by crises, conflicts, and burnout, it’s no surprise that people are longing to disconnect — even if just for a little while. Escapism isn’t new, but it's becoming increasingly relevant as a marketing strategy.
Brands are tuning in. They’re responding not only with products, but with experiences that offer an emotional reset. Immersive, surreal, sometimes dreamlike — campaigns and narratives that invite the audience to step outside the ordinary.
Why escapism matters now
We're living in a moment of collective fatigue. Climate anxiety, economic instability, political noise, information overload — it’s a lot.
In this scenario, escapism becomes a form of self-care. A mental and emotional break. A moment to breathe, play, imagine.
And for brands, this opens the door to create more than solutions — to create worlds.
From functionality to fantasy
The pandemic accelerated the shift from functional messaging (“buy this because it’s practical”) to emotional and experiential storytelling.
What we see now is an expansion of that idea — into fantasy. Into surrealism. Into immersive experiences that blur the lines between reality and imagination.
From luxury brands building dreamlike campaigns to retail experiences that feel like interactive art installations, escapism is taking shape in multiple ways:
Gucci’s psychedelic visuals and narrative campaigns
Loewe’s SS24 show, blending nature, surrealism and oversized fantasy
Netflix’s branding of Stranger Things merch as part of a larger “universe”
Lush’s immersive in-store scents and visuals
Balenciaga’s dystopian fashion films
These experiences aren’t just beautiful — they’re transportive.
Gucci’s psychedelic visuals
Escapism ≠ Irrelevance
One important nuance: escapist marketing isn’t about ignoring reality. It’s about offering moments of relief, magic, and pause within reality. It acknowledges the heaviness of the world — but doesn’t dwell on it. It invites wonder instead.
And when done with coherence and intention, it can build deep emotional connection.
What your brand can do
You don’t need a million-dollar budget or a metaverse activation to tap into escapism. Here are some accessible ways:
Use visual storytelling to build worlds, not just sell items
Bring surprise and delight into digital experiences
Invite your audience to imagine, feel, and dream
Incorporate playfulness and surrealism into your brand voice
Create immersive content — even if just on Instagram
What matters is the emotional layer: how your brand makes people feel when they interact with it.
Because sometimes, all people want is to feel somewhere else — even if just for a moment.
References:
Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy. Harvard Business Review Press.
Campbell, J. (1949). The Hero with a Thousand Faces. Princeton University Press.
Klein, N. (2001). No Logo: Taking Aim at the Brand Bullies. Picador.
Vogue Business. (2023). Luxury and the rise of fantasy in branding.
WGSN Reports. (2022–2024). Trends in experiential and emotional marketing.
Case studies: Gucci, Loewe, Lush, Netflix (Stranger Things), Balenciaga.
