# At-Home Editorial Photoshoots at home are being prioritized by brands in the fashion industry. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Aug 5, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/athome-editorial ## Key Figures - Trend score: 6.0/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 15 to Jul 30, 2020 - Published: Aug 5, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the At-Home Editorial trend ### 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. ### 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. ### 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. ## What the At-Home Editorial trend means for industry ### For 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 for At-Home Editorial Trend score 6.0 out of 10, from popularity 90%, activity 80%, freshness 9%. - Popularity: 90% - Activity: 80% - Freshness: 9% ## Examples of the At-Home Editorial trend 5 featured examples from Apr 15 to Jul 30, 2020. - [Quarantine Fashion Photoshoots](https://www.trendhunter.com/trends/vogue-italia-shoot): Bella Hadid's Vogue Italia Shoot Was Captured Via FaceTime (Category: Pop Culture) Implication: The fashion industry can leverage remote photoshoots and virtual collaborations to adapt to the changing landscape. - [Self-Isolation Photoshoot Campaigns](https://www.trendhunter.com/trends/no-photographer-no-problem): Gucci Launched 'No Photographer, No Problem' for Fall/Winter (Category: Fashion) Implication: Opportunity for fashion brands to adapt and innovate their content creation strategies in response to the global pandemic. - [Staff-Featured Fashion Campaigns](https://www.trendhunter.com/trends/burberry-summerspring-2021): Burberry Summer/Spring 2021 Shows Staffers Outside Their Homes (Category: Fashion) Implication: 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. - [Self-Shot Magazine Covers](https://www.trendhunter.com/trends/naomi-campbell-cover): ESSENCE's Naomi Campbell Cover Was Shot by the Supermodel on an iPhone (Category: Pop Culture) Implication: Self-shot magazine covers are disrupting traditional magazine cover shoots and creating opportunities to reach a wider audience with more unique and accessible content - [Backyard Fashion Campaigns](https://www.trendhunter.com/trends/chloe-x-halle-fendi): The Chloe x Halle Fendi Campaign Shares Scenes from Home (Category: Pop Culture) Implication: Fashion industry professionals can explore opportunities for at-home photoshoots, creative collaborations, and virtual runway shows to disrupt traditional fashion norms and engage… ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - 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