# Naughty Athletic Wear Advertisements Mariano Vivanco Shoots Sporty Styles for H&M Magazine By John Ibbitson | Published 2012-02-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/HM-Magazine References: [youtube](http://www.youtube.com/watch?v=adXrcWdBAdg) & [speakers](http://www.speakers.ca/brody_leonard.html) The most recent issue of H&M Magazine features a [retro sports-inspired shoot](https://www.trendhunter.com/trends/marty-supreme) from the creative lens work of photographer Mariano Vivanco that with sexual undertones that one wouldn’t expect from the youth-branded retail giant. Although models Paddy Mitchell, Tanner Dillon and Tucker Des Lauriers are fully clothed in this spread, it’s the [pairing of underwear with athletic socks](https://www.trendhunter.com/trends/the-locker-room), the use of [crop tops](https://www.trendhunter.com/trends/victorias-secret-relaunched), feathered hair and the muted colors of the photography that give this suggestive editorial a look that seems to be modeled after those found in classic adult magazines from the 70s and 80s. So if you’re looking for a way to make those gym class styles sexy, then check out how Mariano Vivanco did it in this sporty shoot for H&M Magazine. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 70% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Retro Sports-inspired Fashion:** Opportunity for retailers to incorporate retro elements into their athletic wear lines to attract consumers looking for nostalgic and unique styles. - **Sexual Undertones in Advertising:** Potential for brands to push boundaries and create provocative ad campaigns that generate buzz and draw attention to their products. - **Nostalgic Aesthetic:** Chance for brands to tap into consumers' desire for nostalgia by incorporating vintage elements into their marketing materials and products. ### Where This Applies - **Fashion Retail:** Opportunity for fashion retailers to develop retro sports-inspired collections that appeal to consumers seeking unique and nostalgic styles. - **Advertising:** Potential for advertising agencies to create provocative campaigns that challenge societal norms and generate buzz for their clients. - **Graphic Design:** Chance for graphic designers to incorporate nostalgic and vintage elements into their work, catering to clients who want a retro aesthetic for their branding and marketing materials. ## Related on Trend Hunter - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Dirty-Resembling Luxe Undergarments](https://www.trendhunter.com/trends/dirty-willy-underwear.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md)