# Lazy Shadevertising 9five Eyewear Debuts Their 2010 Lookbook By Ryan Hinkson | Published 2010-04-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/9five-eyewear References: [highsnobiety](http://www.highsnobiety.com/news/2010/04/19/9five-springsummer-2010-lookbook/9five-ss2010-lookbook-front/) & [formatmag](http://www.formatmag.com/news/9five-spring-summer-2010-lookbook/) The Spring/Summer 2010 [9Five Eyewear lookbook](https://www.trendhunter.com/trends/hookipa-ultra-campaign) is the kind of advertising that makes me want to take my shades off so I can better look. It is also the kind of advertising that makes you want to put a pair of shades on so no one can tell you have been looking for so long. The 9Five Eyewear 2010 campaign features models wearing the lastest [9Five styles](https://www.trendhunter.com/trends/inaugural-eyewear-collection), spending a [lazy day laying in the sun](https://www.trendhunter.com/trends/the-swim-shady), sucking on lollipops. Obviously the message is that life looks better in their sunglasses. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 92% | Activity: 68% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Lazy Advertisement:** Opportunity for advertisers to explore relaxed and laid-back advertising campaigns to capture consumer attention. - **Fashion Lookbooks:** Increasing trend of eyewear brands using lookbooks as a visual representation of their latest collections to appeal to fashion-conscious consumers. - **Influencer Marketing:** Potential for eyewear brands to partner with influencers and models to showcase their sunglasses in trendy and aspirational settings. ### Sectors Adopting This - **Eyewear:** Eyewear brands can leverage lazy, sun-soaked advertising to promote their products and position them as lifestyle accessories. - **Fashion:** Fashion industry can adopt the use of lookbooks as a creative and engaging way to showcase eyewear collections and drive sales. - **Advertising:** Advertisers can explore lazy and laid-back advertisement approaches to captivate and resonate with their target audience. ## Related on Trend Hunter - [Streetwear-Informed Dynamic Eyewear](https://www.trendhunter.com/trends/supreme-eyewear.md) - [Streetwear-Informed Sleek Sunglasses](https://www.trendhunter.com/trends/stssy-eyegear-1.md) - [Chic Statement Eyewear](https://www.trendhunter.com/trends/specsavers-eyewear.md) - [Bold Artful Summer-Ready Sunglasses](https://www.trendhunter.com/trends/asociety.md) - [Versatile Eyewear Collections](https://www.trendhunter.com/trends/framery.md) - [Bubble-Like Sunglasses Drop](https://www.trendhunter.com/trends/upside-down-sunglasses.md) - [Premium Streetwear-Informed Eyewear](https://www.trendhunter.com/trends/stssy-eyewear.md) - [Dessert-Inspired Spring Collections](https://www.trendhunter.com/trends/woodys-ss24-collection.md) - [Vibration Neon Sunglasses](https://www.trendhunter.com/trends/Neon-Light-Collection.md)