# Gothic Luxury Editorials 'A I R less' by 2-Times.com Captures Haute Couture Down Under By Erin Fox | Published 2012-12-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/2times References: [oystermag](http://oystermag.com/a-i-r-less-by-2-timescom) & [2-times](https://www.2-times.com/) Conceptualizing the online sphere of luxury retail is often hard to do. With the successful launch of Net-A-Porter and The Outnet, 2-Times.com is an Australian luxury retailer known for infusing [art installations and philosophical meaning](https://www.trendhunter.com/trends/miya-ando-x-saint-laurent) with their products. With the release of the 'A I R less' lookbook, the online retailer maximizes its voice in the obscurity of the fashion world. Between modelling fashions from [Maison Martin Margiela](https://www.trendhunter.com/trends/byronesque) and Commes des Garcons, 2-Times.com showcases the high end ideology of modern gothic features. The lookbook features a model strutting her way through a beautifully abandoned abyss in the middle of an Australian wasteland. The gothic approach to her look stands alone against the vibrant shades of her surroundings. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 51% | Activity: 23% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Luxury Retail Conceptualization:** There is an opportunity for luxury retailers to infuse art installations and philosophical meaning to their products, as demonstrated by 2-Times.com. - **High-end Gothic Fashion:** The fusion of high-end fashion and gothic features presents an opportunity for designers and brands to create unique, statement-making looks. - **Online Luxury Fashion:** Luxury retailers can maximize their voice in the obscurity of the fashion world through visually stunning lookbooks and innovative digital marketing strategies. ### Sectors Adopting This - **Luxury Retail:** Luxury retailers can benefit from infusing art and philosophy into their digital presence, as demonstrated by 2-Times.com. - **Fashion Design:** Fashion designers have the opportunity to experiment with gothic elements in their high-end collections. - **Digital Marketing:** Digital marketing companies can help luxury retailers maximize their online presence by creating visually stunning lookbooks and innovative strategies. ## Related on Trend Hunter - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Luxury Resort Apparel Collections](https://www.trendhunter.com/trends/auteurs-resort-2025-collection.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Archaeology-Inspired Eco-Friendly Apparel](https://www.trendhunter.com/trends/aelis.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Reimagined Digital Fashion](https://www.trendhunter.com/trends/deep-23.md)