# Fashionable Drowning for Activism Underwater Celeb Fashion for Fresh2o By Going Like Sixty | Published 2008-12-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/activist-drowning-underwater-celeb-fashion-for-fresh2o References: [fresh2o.org](http://www.fresh2o.org/#/makingwaves/4530024271) What started as a stunt to draw attention to the world wide lack of fresh water has grown into a full-fledged photographic campaign. The photography was done by famed Brit, Michael Barnes. Many models were attracted to the idea of posing in the water, but it then advanced to [models posing under water in bikinis](https://www.trendhunter.com/trends/ariel-swipe). Now the campaign has advanced to models in [full fashion glory](https://www.trendhunter.com/trends/alessandro-micheles) posing *under* the water. Fresh2o does fundraising to help solve the [global fresh water problem](https://www.trendhunter.com/trends/one-drop-foundation). These images were created to help draw attention to their efforts. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 84% | Activity: 99% | 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) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Underwater Fashion Photography:** Disruptive innovation opportunity: Explore the use of underwater fashion photography as a unique and attention-grabbing marketing strategy for brands. - **Activism Campaigns:** Disruptive innovation opportunity: Capitalize on the power of visually striking activism campaigns to raise awareness and drive fundraising for important global issues. - **Sustainable Fashion:** Disruptive innovation opportunity: Combine sustainability and fashion by promoting eco-friendly clothing designs and materials that align with a cause or campaign. ### Who This Affects Most - **Marketing and Advertising:** Disruptive innovation opportunity: Develop creative marketing techniques using underwater fashion photography to captivate audiences and drive brand engagement. - **Non-profit and Charity:** Disruptive innovation opportunity: Use visually stunning activism campaigns as a powerful tool to mobilize supporters and raise funds for important causes. - **Fashion and Apparel:** Disruptive innovation opportunity: Embrace sustainable fashion practices by supporting causes and campaigns that promote eco-friendly clothing designs and materials. ## Related on Trend Hunter - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Safe Consumption Swimmer Campaigns](https://www.trendhunter.com/trends/malibu-dont-drink-and-dive.md) - [Sustainable Statement Swimwear](https://www.trendhunter.com/trends/animalia.md) - [Sustainable High-End Swimwear Brands](https://www.trendhunter.com/trends/aventura-swimwear.md) - [Water-Activated Book Designs](https://www.trendhunter.com/trends/dehydrating-book.md) - [Hurricane Relief Swimwear Initiatives](https://www.trendhunter.com/trends/goldie-swimwears-campaign.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [High-Profile Clean Water Initiatives](https://www.trendhunter.com/trends/one-drop-foundation.md) - [Climate-Positive Outdoor Apparel](https://www.trendhunter.com/trends/askov-finlayson-1.md)