# Tearful Split-Screen Ads The ALTEWAISAOME Fall 2012 Campaign Stars a Trippy Ida Dyberg By Meghan Young | Published 2012-08-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/altewaisaome-fall-2012 References: [fashiongonerogue](http://fashiongonerogue.com/ida-dyberg-stars-in-altewaisaomes-fall-2012-campaign-by-alexander-dahl/) & [altewaisaome](http://www.altewaisaome.com/) Trippy and slightly futuristic, the ALTEWAISAOME Fall 2012 ad campaign is at once full of emotion and stoicism. While model Ida Dyberg has a tear-streaked face in one print ad, in another she is a complete blank slate. Yet even with the tears, her eyes are dead. The lack of feeling accentuates the sharp, clean lines of the Scandinavian brand's latest collection. Shot by Swedish photographer Alexander Dahl with art direction by Jakob Hysén Hedberg, the ALTEWAISAOME Fall 2012 ad campaign is full of modern shapes and [color-blocking details](https://www.trendhunter.com/trends/auteur-studios-fall-2025). Styled by Natalia Altewai, the looks were perfected with a slick-back do by hairstylist Tony Lundström and a flawlessly pale face by [makeup artist](https://www.trendhunter.com/trends/il-pranzo-campaign) Anya de Tobon. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 74% | Activity: 28% | Freshness: 8% - Audience gender: 10% men, 90% 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 ### Why This Trend Is Growing - **Emotionless Fashion Ads:** Opportunity to disrupt the traditional fashion advertising by exploring a new way to promote fashion - **Futuristic Fashion Ad Campaigns:** This trend presents an opportunity for designers to use technology, unusual colors and shapes to promote their clothing lines in new ways - **Minimalistic Fashion Ads:** This trend presents an opportunity to create marketing campaigns that expose the unique characteristics of fashion items through minimalistic and modern styles ### Industries Being Reshaped - **Fashion Industry:** Fashion designers can use this trend to create more captivating and unique ads for their clothing lines - **Marketing Industry:** This trend could shake up the traditional marketing industry by creating new and innovative advertising styles - **Photography Industry:** This trend is an opportunity for photographers to explore new creative ways to promote fashion lines through their work ## Related on Trend Hunter - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Statement-Making Fall Collections](https://www.trendhunter.com/trends/auteur-studios-fall-2025.md)