A blank-faced Sigrid Agren stars in the Sportmax SS 2014 campaign. This is the second season the model is appearing for the brand, also having starred in the the fall campaign.
The collection features stripes, polka-dots and color-blocked prints on a variety of fluid silhouettes and asymmetric cuts. Blush pink was the most notable hue, appearing in several pieces, often contrasted with black or gray. Sheer fabrics, simple contours and graphic shapes rounded out the effortlessly feminine vibe the brand was going for.
Agren's impassive expression perfectly corresponds to the chic minimalism of the collection. Smile or no smile, Agren proves she can wear the hell out of these loose-fitting numbers, complete with flimsy spaghetti straps. The ad campaign was photographed by David Sims.
Nonchalantly Feminine Fashion Campaigns
Sigrid Agren Stars in the Sportmax SS 2014 Campaign
Trend Themes
1. Fluid Silhouettes - Disruptive innovation opportunities could include the development of new technologies and materials that allow for even more fluid and comfortable clothing designs.
2. Asymmetric Cuts - This trend opens up opportunities for innovative pattern-making techniques and custom-fit clothing options that embrace asymmetry.
3. Effortlessly Feminine Vibe - There is potential for disruptive innovation in the development of sustainable and eco-friendly fabrics and manufacturing processes that align with the brand's concept of effortless femininity.
Industry Implications
1. Fashion - The fashion industry can explore disruptive innovation opportunities by integrating technology and sustainability into the design and manufacturing processes.
2. Textile - The textile industry can focus on developing new materials and fabrics that offer greater comfort and fluidity while also being environmentally friendly.
3. Pattern-making - The pattern-making industry can seize on the trend of asymmetric cuts by creating new software and techniques that simplify the process of designing and customizing asymmetrical clothing.