Godiva Goes Golden with Haute Couture, Decadent Delights

Nothing rings in the holidays like the thought of wearing a new Chloe while unwrapping a golden box of truffles. Even if those truffles came from grandma, and even if you gave her the exact box two years ago.

This set of prints by Sugartown Creative is Godiva's attempt to position itself as a luxury item a la 10,000 water bottles or LV bags.

Each model sports Chloe or Yves Saint-Laurent goods. The campaign kicks off with three messages: Flaunt Your Passion, Decadence Goes Mobile (probably our favourite), and Let the Decadence Begin.

The continued use of "decadence" in fashion campaigns is interesting because, despite the industry's political attempts to position itself as mass proponents of good vibes, decadence fundamentally suggests a pleasure in depravity.

And what could be more decadent than carrying chocolate pearls in your handbag? It's gotta be lighter than the flask of vodka we've been tipping into our coffee.