Category
Fashion
Scaled Restraint
Trend cluster
Category
At-Home
Editorial
Photoshoots at home are being prioritized by brands in the fashion industry.
6.0
Trend score
Trend
What is the At-Home Editorial trend?
At-Home Editorial: Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.
Insight
The consumer insight behind the At-Home Editorial trend
The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Trend themes
Themes within the At-Home Editorial trend
Three behaviours holding the trend together01
At-Home Editorial
Models and employees in their personal quarters are being depicted in creative at-home DIY photoshoots staged by fashion brands and magazines during the COVID-19 pandemic.
02
Self-Shot Magazine Covers
Publications like ESSENCE are releasing covers that are styled and shot by the supermodel themselves using their iPhone as industries around the world are being challenged to get more creative and people are getting a more relaxed and casual look into businesses as they share content and campaigns crafted entirely from home.
03
Self-Isolation Photoshoot Campaigns
Fashion houses and magazines are resorting to self-isolation photoshoot campaigns that show models taking on new roles as photographers, makeup artists, and hairstylists as the COVID-19 pandemic changes the way the fashion industry captures and shares content.
Industry implications
What the At-Home Editorial trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Marketers and advertisers can adopt innovative, DIY, and cost-effective strategies for creating content while taking cues from fashion brands and magazines that have made creative at-home DIY photoshoots the norm during the COVID-19 pandemic.
For
Fashion
Fashion industry professionals can explore creative and disruptive ways to create, capture, and market fashion collections whilst using readily available household resources and spaces from the comfort of their homes as seen in the various at-home DIY photoshoot campaigns from luxury brands such as Burberry and Fendi.
For
Publishing
Publishing industry professionals can innovate and save costs by releasing content that is self-shot by the celebrities, models, or supermodels themselves using accessible high-quality equipment, like ESSENCE's Naomi Campbell cover, as publishers resort to creative and cost-effective solutions due to the COVID-19 pandemic.
Workshop question
Conceptualize an at-home campaign that will work for your brand.
Trend signals
Trend signals for At-Home Editorial
Trend score 6.0 out of 10, from popularity 90%, activity 80%, freshness 9%.
Popularity90%
Activity80%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the At-Home Editorial trend
5 featured examples from Apr 15 to Jul 30, 2020CategoryPop Culture
Quarantine Fashion Photoshoots
Bella Hadid's Vogue Italia Shoot Was Captured Via FaceTime
The fashion industry can leverage remote photoshoots and virtual collaborations to adapt to the changing landscape.
CategoryFashion
Self-Isolation Photoshoot Campaigns
Gucci Launched 'No Photographer, No Problem' for Fall/Winter
Opportunity for fashion brands to adapt and innovate their content creation strategies in response to the global pandemic.
CategoryFashion
Staff-Featured Fashion Campaigns
Burberry Summer/Spring 2021 Shows Staffers Outside Their Homes
Fashion brands can innovate and disrupt traditional marketing strategies by featuring their own staff members in their campaigns, creating a new vision for fashion marketing.
CategoryPop Culture
Self-Shot Magazine Covers
ESSENCE's Naomi Campbell Cover Was Shot by the Supermodel on an iPhone
Self-shot magazine covers are disrupting traditional magazine cover shoots and creating opportunities to reach a wider audience with more unique and accessible content
CategoryPop Culture
Backyard Fashion Campaigns
The Chloe x Halle Fendi Campaign Shares Scenes from Home
Fashion industry professionals can explore opportunities for at-home photoshoots, creative collaborations, and virtual runway shows to disrupt traditional fashion norms and engage…
