For the Mossimo Spring 2010 Asian ad campaign, photographer Lope Navo photographed former D&G hottie Stephan Hoffman in nothing more than his skivvies.
The Mossimo Spring 2010 Asian campaign highlights the prestigious brand's underwear as well as Hoffman's chiseled body. Shot on a boat, Stephan Hoffman is surrounded by two beautiful women (Liz J. and Nina L) who are also dressed in their undergarments.
Implications - The ad campaign features no boxers for men; only briefs. The tight and tiny underwear are featured in different colors such as grey, purple and dark blue. Only one of the ad campaign images shows the models fully clothed, in which they wear ripped jeans and loose tops.
Why This Trend Is Growing
- Minimalist Underwear
- Fashion brands can capitalize on the trend of minimalist underwear design with bold color choices.
- Gender-neutral Underwear
- By eliminating gender-specific design elements and embracing varied body types and preferences, designers can meet the demand for gender-neutral underwear.
- Underwear as Outerwear
- Undergarments showcased as outerwear in editorials and ads can provide edgy and boundary-pushing options for fashion-forward consumers.
Industries Being Reshaped
- Fashion
- Fashion brands can disrupt the men's underwear market by experimenting with design, focusing on minimalist design, and gender-neutral collections.
- Photography
- Photographers can explore using underwear and sexuality in their campaigns to create boundary-pushing and thought-provoking images, which can create demand and interest in the brands.
- Advertising
- Advertising professionals can create disruptive and boundary-pushing ads which can feature undergarments as outerwear to provide edgy, fresh, and new content that would attract potential consumers.
