Feathery light is the general theme in this Alberta Ferretti Spring/Summer 2010 ad campaign. Whether it be the sheer light pieces, the subtle hues or the uplifted models, these ads are nothing short of dynamic.

Shot by Steven Miesel, the contrast between the black background versus the soft, girly tones truly emphasizes each individual piece's weightlessness. This Alberta Ferretti collection is definitely suitable for those sweet summer vacations, and guarantees you'll pack light.

Implications - Light materials are not only effective in the fashion world, as products with lightweight materials are extremely popular with consumers. Companies who introduce on-the-go products will continue to find that consumers frequently favor these products.